After 30 Years, Specialty Coffee Expo Becomes World of Coffee

The Specialty Coffee Association is making history this April. After three decades as Specialty Coffee Expo, North America’s premier coffee trade show will become World of Coffee San Diego—the first time the continent’s flagship event adopts the globally recognized brand.

The transformation runs deeper than a name change. When the San Diego Convention Center opens its doors April 10–12, attendees will find a show floor fundamentally redesigned to connect buyers directly with coffee producers from around the world.

Producer Village Arrives in North America

The most significant addition is Producer Village, debuting on a North American show floor for the first time. This dedicated space brings together coffee farmers, exporters, and importers from origin countries, creating face-to-face opportunities that typically require expensive trips to distant growing regions.

For years, World of Coffee events in Europe have featured this concept. Now American roasters, café owners, and green coffee buyers can build direct trade relationships without booking a flight to Copenhagen or Athens.

The SCA is positioning the village alongside the existing Roaster Village, where small-batch roasters offer tastings and cuppings. Both spaces cap exhibitor revenue at $3 million annually—keeping the focus on emerging talent rather than industry giants.

Peru Steps Into the Spotlight

Each World of Coffee event features a “Portrait Country,” and this year’s choice is Peru. The Peruvian Coffee Promotion Board will showcase beans from ten distinct growing regions, from the high-altitude terroirs of Cajamarca to the subtropical valleys of San Martín.

Peru ranks among the world’s ten most biodiverse nations, containing 28 of Earth’s 32 climate types. This ecological diversity translates directly into the cup—Peruvian coffees range from chocolatey and nutty to bright and fruity, depending on the microclimate and elevation.

Attendees can expect guided cuppings, conversations with farmers like Juan Heredia (Cajamarca’s 2017 Cup of Excellence winner), and direct buying opportunities through the Brand Peru initiative.

20 Years of Latte Art Competition

The World Latte Art Championship celebrates its 20th anniversary in San Diego. Since 2005, this competition has pushed baristas to transform milk and espresso into increasingly intricate designs—hearts gave way to rosettas, then tulips, then patterns that defy easy description.

The format remains thrilling: competitors produce six beverages in 11 minutes, including two sets of matching free-pour lattes and two designer patterns. Judges evaluate visual attributes, creativity, contrast, and identical execution across pairs.

Beyond the main stage, the Art Bar brings audiences within arm’s reach of the pours, with a popular vote selecting standout designs.

What’s New, What’s Returning

The expanded event features 600+ exhibitors across the show floor, along with:

• SCA Lecture Series — Over 60 sessions from industry experts
• Best New Product Awards — Submissions open until March 9
• Coffee Design Awards — Recognizing innovation in packaging, branding, and café design
• Coffee Business Lounge — Networking space for retail and hospitality professionals
• Green Coffee Connect — Educational sessions for coffee buyers

Why the Rebrand Matters

The SCA operates World of Coffee events across the globe—Athens, Brussels, Dubai, Copenhagen. By bringing North America under the same umbrella, the organization signals a commitment to treating the specialty coffee industry as truly international.

“Renaming Expo to World of Coffee will bring North America’s premier coffee trade show into the globally recognized World of Coffee brand,” the SCA stated, “reinforcing our commitment to international growth, collaboration, and innovation.”

For anyone who’s attended both Expo and European World of Coffee events, the difference was always jarring. Now, whether you’re exhibiting in Milan or San Diego, you’re part of the same global conversation.

Registration Details

The event expects over 15,000 attendees from more than 90 countries. Early bird pricing ends March 1—SCA members receive additional discounts, and group bookings qualify for further savings.

Registration is open at usa.worldofcoffee.org. Workshops—covering everything from roasting fundamentals to advanced sensory skills—are available for an additional fee.

If you’ve been attending Specialty Coffee Expo for years, this April feels like the end of an era. If you’ve never made it to the show, there’s never been a better time to start.