The Specialty Coffee Association (SCA) has announced a major rebranding of its flagship North American event, the Specialty Coffee Expo, which will now be known as World of Coffee. This change will take effect in 2026, with the inaugural event set to take place in San Diego. The final Specialty Coffee Expo will occur in Houston in April 2025. The rebranding aims to enhance the event's global recognition and foster collaboration within the coffee industry.
• The transition to World of Coffee reflects a commitment to international growth and unity in the coffee community.
• The San Diego event will feature workshops, technology showcases, and coffee competitions, maintaining the same vibrant atmosphere.
• The SCA aims to connect industry leaders and facilitate partnerships, building on a 30-year legacy of the Specialty Coffee Expo.
• Booking is now open for exhibitors, with a focus on expanding market reach and sourcing opportunities.
This rebranding signifies a strategic move to elevate North America's position in the global coffee landscape. It emphasizes the importance of connection and collaboration among coffee professionals worldwide, which is crucial for the industry's future growth and innovation.
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