From Bean to Brew: Your Essential Guide to the Specialty Coffee Expo (Soon to be World of Coffee North America), New Orleans, USA!

New Orleans – a city steeped in rich culture, vibrant music, and a storied history, often associated with a strong coffee tradition that runs deep in its veins. It’s here, amidst the soulful charm of the Big Easy, that the global specialty coffee community is set to converge for its unparalleled annual event. While the event has been known as the Specialty Coffee Expo, it’s undergoing an exciting evolution! Starting in 2026, this flagship North American event will be rebranded as World of Coffee North America, joining the esteemed global “World of Coffee” series. This isn’t merely a trade show; it’s the ultimate pilgrimage for anyone passionate about coffee, from the bean’s origin to the perfect pour-over. Imagine stepping onto a sprawling exhibition floor, alive with the irresistible aroma of freshly roasted beans, the hiss of espresso machines, and the vibrant energy of thousands of coffee professionals, innovative equipment manufacturers, and discerning roasters. You’re surrounded by everything from single-origin green coffees from exotic locales and cutting-edge brewing technology to sustainable farming practices and the latest trends in café design. This is your unparalleled opportunity to discover groundbreaking products, hone your sensory skills, explore transformative business strategies, understand the freshest consumer demands, and cultivate invaluable connections that will revolutionize your operations, elevate your brand, and delight your customers in the ever-evolving world of coffee. For coffee producers, importers, roasters, café owners, baristas, equipment manufacturers, and anyone deeply invested in the craft and business of specialty coffee, this expo is not just an option—it’s an essential annual gathering for staying ahead of the curve, finding profound inspiration, and cultivating unparalleled growth in today’s fiercely competitive and passionate global coffee industry.

The specialty coffee industry is a testament to quality, craftsmanship, and ethical sourcing. Consumers are increasingly sophisticated, demanding transparency, unique flavor profiles, and a deeper connection to the coffee’s journey from farm to cup. This has fueled innovation across the entire value chain, from advanced processing methods at origin to refined brewing techniques in cafes. The Specialty Coffee Expo (and soon, World of Coffee North America) serves as the crucial nexus point for these advancements, connecting producers with roasters, roasters with retailers, and unveiling critical market intelligence that drives the industry forward. It’s where a small batch roaster can find rare, high-scoring green coffee, a café owner discovers the latest espresso machine technology, and groundbreaking research on sustainability and climate change’s impact on coffee is shared. If you’re looking to source exceptional beans, implement state-of-the-art equipment, enhance your barista skills, understand evolving consumer preferences, or simply immerse yourself in the passionate and forward-thinking community of coffee professionals, attending this expo offers an unmatched opportunity to learn, discover, and elevate your coffee game to unprecedented heights.

The Heart of Coffee Innovation: Venue and Time

The Specialty Coffee Expo consistently selects a top-tier convention facility, ensuring a comprehensive and engaging experience for all attendees. While the 2026 event will be in San Diego under its new name, for the purposes of discussing the “Specialty Coffee Expo, New Orleans, USA,” we will refer to its established venue there for past events.

New Orleans’ Premier Exhibition Space: The Ernest N. Morial Convention Center The Specialty Coffee Expo has been held at the New Orleans Ernest N. Morial Convention Center (MCCNO) in New Orleans, Louisiana, USA. The official address for the MCCNO is 900 Convention Center Blvd, New Orleans, LA 70130. As one of the largest convention centers in the United States, the MCCNO offers vast, flexible exhibition halls, numerous meeting rooms, and state-of-the-art facilities necessary for a show of this magnitude. Its prime location along the Mississippi River, adjacent to the vibrant Warehouse Arts District and within walking distance of the French Quarter, provides attendees with not just a world-class exhibition experience but also access to the unique culture, dining, and entertainment that New Orleans is famous for. The convention center’s robust infrastructure and capacity make it an ideal setting for a global gathering of coffee professionals.

An Annual Spring Awakening: The Schedule The Specialty Coffee Expo (soon World of Coffee North America) is an annual event, typically taking place in April. This timing is strategic, positioned after the harvest seasons in many coffee-producing countries, allowing for the showcasing of new crop coffees and the industry to gather for planning and collaboration in the new year.

While the Specialty Coffee Expo’s final edition under this name will be in Houston in April 2025, and the 2026 event will be in San Diego as World of Coffee North America, the format and general timing of this flagship North American show remain consistent for planning purposes. The event typically spans three intensive days, packed with a meticulously designed schedule to maximize education, discovery, and networking opportunities:

• Exhibit Hall Hours: The expansive exhibition floor, featuring hundreds of exhibitors, will be open for exploration during these hours (typical schedule, always check official site for exact dates):
  • Friday: Typically 10:30 AM – 5:30 PM CST
  • Saturday: Typically 10:30 AM – 5:30 PM CST
  • Sunday: Typically 10:30 AM – 3:00 PM CST (shorter hours on the final day)
• Educational Sessions: The expo features a comprehensive program of lectures, workshops, and seminars led by industry experts. These cover a vast array of topics, from advanced brewing techniques and roasting science to sustainable sourcing, café management, and market trends. Many sessions require separate registration or an upgraded pass.
• U.S. Coffee Championships: A major draw, the expo hosts various U.S. Coffee Championships, including the U.S. Barista Championship, U.S. Cup Tasters Championship, U.S. Coffee in Good Spirits Championship, U.S. Latte Art Championship, and U.S. Roaster Championship. These competitions are thrilling to watch and showcase the pinnacle of coffee skill.
• Roaster Village: A dedicated area often highlighting small to mid-sized roasters, offering unique tasting experiences and direct interaction with the people behind the roasts.
• Cupping Exchange: An organized area for “cupping” (professional coffee tasting), allowing attendees to sample a diverse range of green coffees from various origins and processing methods, crucial for green coffee buyers and roasters.
• Brewing & Roasting Demonstrations: Live demonstrations showcasing the latest equipment and techniques in coffee brewing and roasting.
• Best New Product & Coffee Design Awards: Exhibitions showcasing the winners of these prestigious awards, highlighting innovation in products and design within the coffee industry.
• Networking Events: Numerous opportunities for informal and formal networking, including various receptions and designated lounges, allowing professionals to connect, share ideas, and forge valuable partnerships across the entire coffee supply chain.

This comprehensive and strategically planned schedule ensures that every attendee, from a green coffee buyer to a café owner or aspiring barista, finds immense value in terms of cutting-edge content, groundbreaking product discovery, and crucial connections to propel their business or passion in the specialty coffee world.

The Aromatic Spectrum: Key Product and Service Categories

The Specialty Coffee Expo is a melting pot of innovation, showcasing an incredibly diverse range of products, services, and technologies that span the entire coffee value chain, from seed to cup. Key categories typically featured include:

• Green Coffee & Sourcing:
  • Importers/Exporters of specialty green coffee from various origins (Africa, Latin America, Asia).
  • Coffee farms and cooperatives showcasing their direct trade offerings.
  • Certifications (Fair Trade, Organic, Rainforest Alliance, etc.).
• Roasted Coffee:
  • Hundreds of specialty coffee roasters, from micro-roasters to large-scale operations, offering samples and wholesale programs.
  • Single-origin, blends, flavored coffees.
• Coffee Equipment & Technology (Commercial & Consumer):
  • Espresso Machines: Traditional, automatic, super-automatic, multi-boiler systems.
  • Coffee Brewers: Batch brewers, pour-over equipment, cold brew systems, single-serve machines.
  • Grinders: Commercial and home grinders, precision grinding technology.
  • Roasters: Sample roasters, production roasters, roasting software and technology.
  • Water Filtration & Treatment: Essential systems for optimal coffee quality and equipment longevity.
  • Packaging Machinery & Materials: Bags, labels, sustainable packaging solutions, nitrogen flushing systems.
  • Accessories: Barista tools (tampers, milk pitchers), scales, brewing accessories, cleaning supplies.
• Allied Products & Services:
  • Dairy & Dairy Alternatives: Milk, oat milk, almond milk, soy milk, specialty creamers.
  • Syrups, Sauces & Flavorings: Gourmet syrups, chocolate sauces, chai concentrates.
  • Teas & Other Beverages: Specialty teas, hot chocolate, non-coffee beverage mixes.
  • Pastries & Food Items: Snacks, baked goods often found in cafes.
  • Café Design & Furniture: Consultants, suppliers of café seating, counters, and décor.
  • Point-of-Sale (POS) Systems & Software: Café management software, inventory systems.
  • Professional Services: Consultants (roasting, café operations, marketing), financial services, legal advice, industry publications.
  • Training & Education: Barista training programs, roasting courses, sensory skill development.
  • Sustainable Solutions: Eco-friendly products, waste management, renewable energy solutions for coffee businesses.

This unparalleled diversity ensures that any professional, from a burgeoning café owner to an established roaster, can find the products, technologies, and services necessary to innovate, optimize, and drive success in the dynamic world of specialty coffee.

The Global Brew: Visitor and Exhibitor Count

The Specialty Coffee Expo consistently attracts a large and highly dedicated audience, solidifying its status as the premier specialty coffee event in North America and a major global gathering.

• Visitor Count: This expo draws a significant and engaged audience from every facet of the global specialty coffee industry. For the 2025 edition (the last under the “Specialty Coffee Expo” name in Houston), it is expected to attract more than 17,000 attendees from 85 countries. While the event will transition to “World of Coffee North America” in San Diego in 2026, similar or even larger attendance figures are anticipated, reflecting the continuous growth of the specialty coffee sector. The visitor profile is exceptionally diverse and influential, including:
  • Green Coffee Producers, Exporters, and Importers
  • Coffee Roasters (small, medium, and large scale)
  • Café Owners, Managers, and Baristas
  • Equipment Manufacturers and Distributors
  • Coffee Technicians and Consultants
  • Retail Buyers and Foodservice Professionals
  • Investors, Researchers, and Academics
  • Students and Aspiring Coffee Professionals A significant portion of attendees are decision-makers or have purchasing influence, making it an incredibly effective environment for business transactions and strategic partnerships.
• Exhibitor Count: The Expo Hall at the Specialty Coffee Expo is vast and filled with a wide array of companies showcasing their innovations. For the 2025 edition in Houston, the Exhibition Hall is sold out, featuring 649 exhibiting companies. For 2026 in San Diego (as World of Coffee North America), it is expected to welcome thousands of exhibitors (often exceeding 650+ companies at World of Coffee events globally). These exhibitors represent:
  • Leading green coffee producers and suppliers.
  • Global and local coffee roasting companies.
  • Developers of cutting-edge coffee brewing and roasting equipment.
  • Providers of packaging, water treatment, and café management solutions.
  • Businesses offering allied products like dairy alternatives, syrups, and teas.
  • Industry associations, training providers, and consulting firms.

The high concentration of key decision-makers and passionate professionals, combined with the comprehensive representation of the entire coffee value chain, makes the Specialty Coffee Expo (and its successor, World of Coffee North America) an incredibly efficient and productive environment for business development, market intelligence, and forging powerful industry connections.

The Aroma of Opportunity: Benefits and Perks of Attending

Attending the Specialty Coffee Expo (soon to be World of Coffee North America) is not merely a visit; it’s an immersive, strategic investment that delivers unparalleled returns for any professional passionate about or deeply involved in the coffee industry.

• Direct Sourcing & Product Discovery: Gain unparalleled access to thousands of green coffees from diverse origins, cutting-edge roasting technologies, innovative brewing equipment, and a vast array of allied products. This direct interaction is invaluable for sourcing new offerings, comparing vendors, and finding solutions tailored to your business needs.
• Unrivaled Educational Content: Immerse yourself in a comprehensive program of lectures, workshops, and seminars led by world-renowned experts. Learn about advanced brewing, sustainable sourcing, sensory analysis, café business strategies, and the latest research impacting the coffee world.
• Witness the Best in Coffee: Experience the excitement of the U.S. Coffee Championships, where top baristas, roasters, and tasters compete, showcasing the highest level of skill and innovation in the industry.
• Sensory Exploration with Cuppings: Participate in structured “cupping” sessions at the Cupping Exchange, allowing you to professionally evaluate and discover new crop coffees from around the globe, crucial for green coffee buyers and quality control.
• Networking with Global Peers: Connect face-to-face with thousands of coffee professionals from across the entire supply chain – producers, importers, roasters, café owners, baristas, and equipment manufacturers. These interactions foster invaluable relationships, collaborations, and knowledge sharing.
• Discover Emerging Trends: Explore the “Best New Product” and “Coffee Design” award displays to identify the latest innovations in equipment, packaging, and product concepts, giving you a competitive edge.
• Tailored Learning Tracks: With a diverse range of educational sessions, you can customize your learning experience to focus on areas most relevant to your specific role, whether it’s green coffee, roasting, retail operations, or sustainability.
• Explore New Business Opportunities: For manufacturers, it’s the ideal platform to showcase products to a highly engaged and qualified audience of potential buyers and distributors. For retailers and roasters, it’s a chance to find unique products that differentiate your business.
• Community and Inspiration: Be part of a vibrant, passionate community that shares a love for coffee. The energy and shared enthusiasm are incredibly motivating and can spark new ideas and collaborations.

Your Big Easy Brew Base: Nearby Hotels and Convenient Accommodation

New Orleans, particularly around the Ernest N. Morial Convention Center, offers a vast array of hotel options, from luxurious to more budget-friendly, with varying degrees of convenience to the convention center and the city’s iconic attractions.

• Hotels within Closest Proximity to the MCCNO: These offer the most convenient access, often within walking distance or a very short ride. This area is primarily the Warehouse Arts District and parts of the Central Business District.
  • Hilton New Orleans Riverside: One of the largest hotels, directly adjacent to the convention center and the Mississippi River.
  • Omni Riverfront Hotel: A strong choice in the Warehouse District, very close to the MCCNO.
  • Embassy Suites by Hilton New Orleans Convention Center: Offers suites and is conveniently located.
  • Hyatt Place New Orleans Convention Center: Very close and popular for business travelers.
  • Courtyard by Marriott New Orleans Convention Center: Another reliable option nearby.
  • SpringHill Suites by Marriott New Orleans Convention Center: Good for those seeking more space.
  • The Higgins Hotel New Orleans, Curio Collection by Hilton: A unique, art deco-inspired hotel often praised for its design and close proximity to the WWII Museum, which is near the MCCNO.
• Hotels in the Central Business District (CBD) / French Quarter (Walkable or Streetcar Ride): Many popular hotels are located in the broader CBD or on the edges of the French Quarter. These are often a comfortable walk (15-25 minutes) or a very short taxi/ride-share/streetcar ride away from the MCCNO.
  • New Orleans Marriott: Large, centrally located.
  • Sheraton New Orleans Hotel: Another major hotel in the CBD.
  • Hotel Monteleone: Historic, iconic hotel in the French Quarter (a longer walk or short streetcar ride).
  • The Roosevelt New Orleans, A Waldorf Astoria Hotel: Luxurious and historic in the CBD.
  • Hotel Le Marais: Boutique option in the French Quarter.
• Official Housing Partner: The Specialty Coffee Association (SCA), the organizer of the expo, typically partners with an official housing agency. It is highly recommended to book your hotel through the official housing link provided on the expo’s website. This often guarantees discounted rates exclusively for attendees, ensures secure booking, and provides access to a wide selection of pre-negotiated hotels with convenient distances to the convention center. Be extremely cautious of unsolicited calls or emails from unofficial housing providers.

Given the popularity of New Orleans as a destination and the global attendance of the Specialty Coffee Expo, booking your accommodation as early as possible is absolutely crucial to secure your preferred location and rate. The official housing block fills up quickly!

The Investment in Expertise: Understanding the Cost to Attend

Attending the Specialty Coffee Expo (soon to be World of Coffee North America) is a valuable investment in your professional development and business growth within the dynamic coffee industry. Here’s a general understanding of the expected registration costs:

• 3-Day Expo Badge:
  • This pass grants access to the Exhibit Hall, U.S. Coffee Championships, most show features (like the Roaster Village and Cupping Exchange), and the SCA Lecture Series.
  • Pricing varies significantly for SCA Paid Members versus Regular (non-member) attendees. Early Bird rates offer substantial savings.
  • Early Bird (SCA Paid Member): Approximately $340 USD (based on past 2025 rates).
  • Early Bird (Regular/Non-Member): Approximately $399 USD (based on past 2025 rates).
  • These prices increase as the event approaches. Standard and On-site rates can be significantly higher (e.g., $400-$500+ for non-members).
• 1-Day Expo Badge:
  • Offers access to the Exhibit Hall and basic show features for a single pre-selected day.
  • SCA Paid Member (1-Day): Approximately $185 USD for Friday or Saturday, and $93 USD for Sunday only (based on past 2025 rates).
  • Regular/Non-Member (1-Day): Approximately $220 USD for Friday or Saturday, and $110 USD for Sunday only (based on past 2025 rates).
• Ticketed Events / Workshops:
  • Many in-depth Workshops (e.g., advanced brewing, sensory skills, roasting protocols) are additional ticketed events, often costing around $210 – $250+ USD per workshop. These are highly valuable for hands-on learning.
  • Special breakfasts or networking events (e.g., IWCA Breakfast) may also have separate ticket costs (e.g., $150 USD).
• Exhibitor Booth Space:
  • For companies looking to exhibit, booth costs vary significantly based on size, location, and SCA membership. A standard 10’x10′ booth for SCA members would be in the range of several thousand dollars, with larger and premium locations being considerably more expensive. Exhibitors are also allocated a certain number of complimentary badges based on booth size.

These fees generally cover access to the show itself and the experiences offered within the convention center. Attendees should also budget separately for personal travel (flights, local transportation), accommodation in New Orleans (which can be significant), and dining expenses. For the unparalleled opportunity to explore the latest innovations, connect with key decision-makers, and gain critical knowledge to drive success in the dynamic global specialty coffee industry, the return on this investment is substantial and often critical for maintaining a competitive edge and fostering long-term growth.

Elevate Your Coffee Journey: Your Path to the Specialty Coffee Expo Begins Here!

The Specialty Coffee Expo (soon to be World of Coffee North America) in New Orleans (or its future locations) is more than just an event; it’s the undisputed annual forum for the global specialty coffee industry. It’s a powerful, aromatic convergence of groundbreaking technology, strategic insights, and essential business connections that shape the very future of how coffee is grown, processed, roasted, and enjoyed. It’s where the finest green coffees are discovered, where new brewing techniques are mastered, and where vital partnerships are forged that propel the entire industry forward. Whether you’re a passionate barista honing your craft, a roaster seeking the next best-seller, a café owner looking to optimize your business, or simply a coffee enthusiast eager to delve deeper into the world of specialty coffee, attending this expo is an indispensable experience that will ignite your passion, broaden your market knowledge, and empower you to lead in this highly dynamic and beloved field. Don’t just drink coffee; live the coffee journey, innovate relentlessly, and achieve unparalleled success!

To learn more about the Specialty Coffee Expo and its exciting evolution to World of Coffee North America, explore the full schedule, and plan your attendance for this must-attend industry event, visit: sca.coffee