The Specialty Coffee Association (SCA) has announced a rebranding of its flagship event in the United States, the Specialty Coffee Expo, to World of Coffee. This change will take effect starting with the 2026 event, which is scheduled to take place in San Diego from April 10-12. The rebranding follows the format established with the organization’s flagship European event and has been expanded to new markets such as the Middle East.
The upcoming World of Coffee events include World of Coffee Jakarta in May 2025, World of Coffee Geneva in June 2025, and World of Coffee Panama in 2026. The World of Coffee series hosts premier coffee events in Central America, the Middle East, Europe, and Asia, providing a platform for businesses looking to enter new markets and source from new regions. Since its inception in Europe in 2010, World of Coffee has grown to become the largest and most influential coffee trade show, attracting thousands of professionals from across the specialty coffee supply and value chain.
The SCA’s flagship U.S. event has a rich history dating back 30 years to the early days of the Specialty Coffee Association of America (SCAA). With the merger of the SCAA and the Specialty Coffee Association of Europe (SCAE) in 2017 to form the SCA, the event was rebranded as the Specialty Coffee Expo. Previously known as the SCAA Expo, the event has been a key gathering for industry professionals and enthusiasts alike.
The rebranding of the Specialty Coffee Expo to World of Coffee signifies a new chapter in the event’s evolution, reflecting the global reach and impact of the specialty coffee industry. The change also aligns the U.S. event with the broader World of Coffee series, creating a cohesive brand identity across different regions and markets.
As the specialty coffee industry continues to grow and evolve, events like World of Coffee play a crucial role in bringing together industry stakeholders, fostering innovation, and driving the industry forward. By providing a platform for networking, education, and collaboration, these events help to showcase the latest trends, technologies, and products in the industry.
In conclusion, the rebranding of the Specialty Coffee Expo to World of Coffee marks a significant milestone in the evolution of the event and highlights the global nature of the specialty coffee industry. With a focus on innovation, collaboration, and sustainability, World of Coffee events play a vital role in shaping the future of the industry and connecting stakeholders from around the world. Stay tuned for more updates and announcements as World of Coffee continues to expand its reach and impact in the coffee industry.
