MILAN, Italy – Milan Coffee Festival, a new Italian event devoted to that most popular of beverages, will be held from 19 to 21 May.
Dealing with coffee in all its forms and across the entire supply chain, it will involve everyone from consumers and connoisseurs to industrial or artisanal roasters and manufacturers of coffee-making machinery and equipment.
The event, which will be held at BASE (in the former Ansaldo plant) in Via Tortona 54, is promoted by Coffee Promotion Consortium and Ucimac, with HostMilano-Fieramilano, in collaboration with SCA – Specialty Coffee Association, and is being organised by the Perugia-based Sedicieventi Agency, which has been organising Eurochocolate for 24 years.
As well as its display function (there will be a section for this where firms will be able to exhibit products), the Milan Coffee Festival aims to engage the public creatively, presenting the rituals associated with a drink enjoyed in cups large and small, mugs and glasses. Black, aromatic, high quality and extracted in any number of different ways, coffee will be the theme for a busy programme of activities: descriptions and demonstrations, tastings and workshops, that will attract visitors by offering an exciting new experience.
The initiative was presented at HostMilano by the president of the Coffee Promotion Consortium, Patrick Hoffer, by the president of Ucimac, Maurizio Giuli, and by the president of the Sedicieventi Agency, Eugenio Guarducci.
The festival will be organised into six different areas: one serving a purely commercial function, with roasters and coffee firms large and small exhibiting their products; a promotion section where firms who so wish can present themselves in a new original way to festival-goers; and an educational section that will use infotainment to present coffee culture, offering experiential and informative activities.
There will be a whole series of original initiatives designed to bring visitors closer to the business of producing high-quality coffee, aimed in particular at children and families. And there will be various other exclusive themed events, contests and original happenings that will delight and intrigue everyone there.
On Saturday and Sunday the event will be open to everyone free of charge. On Monday 21 May it will be open exclusively to tradespeople.