World of Coffee

• DatesJuly 1–3, 2027 (expected)
• LocationBrussels, Belgium
• CategoryFood & Beverage
• Official websitecoffeeexpo.org

Expected dates, not yet confirmed. These dates are projected from the previous edition of World of Coffee. The organizer has not confirmed them yet, so check the official website before you book travel or pay for anything.

About World of Coffee

World of Coffee is a food and beverage industry event expected to take place July 1–3, 2027 in Brussels, Belgium. It runs for three days, opening on Thursday and closing on Saturday. With more than 8 months to go, there is time to plan the booth, the budget and the meetings properly.

Shows like this one typically draw retail and grocery buyers, distributors, importers, restaurant and hospitality operators, and category managers. For registration, exhibitor packages and the floor plan, go to the official website, coffeeexpo.org.

ShowFloorTips is an independent guide and is not affiliated with the organizer. Dates, venues and rules can change, so confirm the details with the organizer before you book.

What to expect at World of Coffee

Food and beverage shows are hands-on. Visitors taste, compare and ask about pricing, shelf life, certifications and minimum orders. Expect busy aisles around sampling and buyers moving quickly from stand to stand.

Over three days, traffic usually peaks on the first two days and thins out on the last one. The quieter final day is a good time for longer conversations, visiting other stands and meeting suppliers. Expect most visitors to be retail and grocery buyers and their colleagues, often with a short list of suppliers they want to see.

How exhibitors should prepare for World of Coffee

Here is a working timeline counted back from the opening day, July 1, 2027 (expected date, so adjust once it is confirmed):

1. 16 weeks before (Mar 11, 2027)
   Confirm your booth space and read the exhibitor manual. Book hotels in Brussels while rates are still normal.
2. 8 weeks before (May 6, 2027)
   Order booth services (power, internet, furniture, cleaning) before the early-rate deadlines, and send graphics to print.
3. 4 weeks before (Jun 3, 2027)
   Ship freight to the advance warehouse if the organizer offers one. Book meetings with the visitors you most want to see. Set up lead capture and train the team on it.
4. One week before (Jun 24, 2027)
   Confirm freight arrived, share the staffing schedule, charge every device, and test your lead capture app with Wi-Fi turned off.

Preparation tips for food and beverage shows

• Confirm sampling rules, food safety requirements and any electricity or refrigeration you need with the organizer early.
• Print a spec sheet with pack sizes, shelf life, certifications and case pricing; buyers ask for it constantly.
• Ship product samples with extra time; customs and refrigerated freight both add delays.

Booth tips for World of Coffee

• Sample in small, clean portions and keep the line moving; a crowd attracts more visitors than a perfect display.
• Ask every taster one question: "Are you buying for retail, food service or distribution?"
• Keep the price sheet behind the counter and hand it only to qualified buyers.
• Plan shifts of three to four hours. Standing and talking for three days wears people out, and tired staff let good leads walk past.
• If you expect local buyers in Belgium, bring key material in the local language as well as English, and have prices ready in the local currency.
• Capture every conversation the moment it ends: scan the badge or card, add a one-line note about what the visitor needs, and rate the lead hot, warm or cold. Notes written that evening are already half forgotten.

For a full list of what to bring, use the free booth checklist, and plan the money side with the trade show ROI calculator.

Following up leads after World of Coffee

Most of the value of a trade show is created after it closes. Buyers review many products after the show, so a follow-up with photos, pricing and the sample they tasted helps them remember you.

1. Within 24 hours (by Jul 4, 2027)
   Send a short personal email to every hot lead. Mention one detail from your conversation so they remember you.
2. By Jul 6, 2027
   Send everything you promised at the booth: prices, samples, demo links. Log each lead in your CRM with its rating and notes.
3. By Jul 17, 2027
   Make a second, useful touch: a case study, a short video or an answer to the question they asked. Warm leads often reply to this one.
4. By Aug 2, 2027
   Review results: how many leads became meetings, what each lead cost, and whether World of Coffee is worth returning to.

Ready-to-edit messages for each step are in our trade show follow-up email templates.

Getting to Brussels

Brussels Airport (BRU) connects to the city by train. Brussels Expo is at Heysel in the north of the city, next to the Atomium and the Heysel metro station.

Because these dates are not confirmed yet, avoid non-refundable bookings until the organizer announces them. Our city travel guides cover hotels, transport and budgeting for the busiest show cities.

More shows to consider