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Melbourne International Coffee Expo already half sold-out

The Melbourne International Coffee Expo (M.I.C.E. 2012) has already sold over half of its booths, and signed on five platinum sponsors, just seven weeks after the event was made public.

As the first-ever international coffee event to be staged on Australian soil, the event has received an overwhelming response from the industry.

Following on from Pura’s initial agreement as a Platinum sponsor at the end of July, four other companies have come forward to support the industry and the event in the form of sponsorship. The companies represent an impressive cross-section of the coffee industry, including leading trucking and commercial vehicle company IVECO, equipment sales and service company Espresso Mechanics, artificial sweetener producers Equal and the Royal Agricultural Society of Victoria (RASV).

M.I.C.E. 2012 has also attracted a broad range of media interest, with media partners representing a varied media landscape. This includes street press Gram; BeanScene and Global Coffee Review magazines; leading café-finder website Beanhunter; and cafés screen network CafeScreens.

“We’ve received a very strong and positive response from the industry, who are keen to see the regional coffee scene all gather under one roof,” says M.I.C.E. 2012 Show Director Clint Hendry. “At this rate, we expect the show will probably sell out before Christmas.”