Quick answer: Coffee trade shows let suppliers meet café owners, buyers and distributors in person. The main U.S. options are the SCA's annual U.S. event (listed for April 9–11, 2027 in New Orleans), Coffee Fest events (Coffee Fest New York is listed for March 7–9, 2027), and broad foodservice shows like the National Restaurant Association Show (May 22–25, 2027 in Chicago). Attend first, then exhibit where your buyers are, with a clear offer and fast follow-up.
Key takeaways
- Specialty shows reach independent cafés and roasters.
- Foodservice shows reach chains, distributors and multi-unit operators.
- Walk a show first before paying for a booth.
- Follow up within 48 hours; that's where ROI happens.
The main shows
Dates are as listed by event aggregators and trade sites; always confirm with the organizer.
| Show | Audience | Listed 2027 dates and location |
|---|---|---|
| SCA's U.S. event (Specialty Coffee Expo / World of Coffee USA) | Specialty cafés, roasters, importers, equipment | April 9–11, 2027, New Orleans (check sca.coffee) |
| Coffee Fest | Independent café owners, startups | March 7–9, 2027, New York; other cities vary |
| National Restaurant Association Show | Restaurants, chains, distributors, foodservice buyers | May 22–25, 2027, Chicago |
| Regional restaurant shows | Local operators | Varies by state |
| Convenience store shows | C-store chains and buyers | Typically fall |
Choose by goal
- Reach independent cafés: specialty coffee shows and Coffee Fest.
- Reach chains and distributors: National Restaurant Association Show and regional foodservice shows.
- Reach retail buyers: grocery and convenience shows; see our selling to big-box retailers guide.
- Learn the market: attend education sessions and walk the floor.
Budget realistically
| Cost | Notes |
|---|---|
| Booth space | Priced per square foot; corners cost more |
| Booth build | Pop-up displays to custom builds |
| Shipping and drayage | Often surprisingly high |
| Travel and lodging | Book early; hotels fill fast |
| Samples and literature | Plan for more than you think |
| Utilities | Electricity, water, internet are extra |
| Staff time | Days away from the business |
Start small: a modest booth with a strong offer often beats a big booth with a vague one.
Plan the booth
- One clear message: "Custom cups for independent cafés, design included" beats a list of everything you sell.
- Show the product in use: cups with drinks, merch on a shelf.
- Samples people can take, plus a way to capture contact information.
- A show-only offer with a deadline.
- Enough staff to talk to people while someone else scans badges.
Before the show
- Book meetings with target buyers in advance.
- Announce your booth to customers and prospects.
- Prepare a lead form: name, business, locations, volume, interest, follow-up date.
- Train booth staff on qualifying questions.
At the show
- Stand, smile and ask questions instead of pitching first.
- Qualify quickly: How many locations? What do you use now? When do you reorder?
- Take notes on every lead while it's fresh.
- Walk the floor to see competitors and trends.
After the show
- Follow up within 48 hours with a personal note and what you promised.
- Send samples to qualified leads.
- Track results: leads, meetings, quotes and orders traced back to the show.
- Decide whether to return, upgrade or skip next year.
Attending as a café owner?
Shows are great for café owners too: education sessions, equipment demos and meeting suppliers face to face. Bring a list of needs and budget, and check our coffee shop equipment list and coffee shop supplier guide beforehand.
Bring branded merch that travels
Affogato Bean produces branded cups, tumblers, totes and merch for cafés and multi-location brands, which make strong show giveaways and booth displays. Talk to us.
Frequently asked questions
What are the main coffee trade shows in the U.S.?
Major options include the Specialty Coffee Association's annual U.S. event, Coffee Fest events in several cities, and broader foodservice shows like the National Restaurant Association Show. Regional restaurant and convenience-store shows can also reach coffee buyers.
Is exhibiting at a coffee trade show worth it?
It can be if your target buyers attend, you have a clear offer and you follow up quickly. Many suppliers attend as visitors first to judge the audience before paying for a booth.
How far ahead should I plan for a trade show?
Six to twelve months for booth booking and design, three months for samples and literature, and a firm follow-up plan before the doors open.
Sources
- Triumfo, “Specialty Coffee Expo 2027 (New Orleans).”
- Neventum, “Coffee Trade Shows in the United States.”
- Hospitality Net, “2027 National Restaurant Association Show.”
Sources checked October 2026. Statistics are reported as published by each source.