The Specialty Coffee Association (SCA) has announced a significant rebranding initiative for its primary U.S. coffee event, transitioning from Specialty Coffee Expo to World of Coffee. This change aligns with the organization's global strategy, mirroring the format used in Europe and other regions. The new name will debut at the 2026 San Diego event, continuing a legacy that began over three decades ago. Originally known as SCAA Expo, it evolved following the merger between the Specialty Coffee Association of America and its European counterpart in 2017. Upcoming events under this banner include Jakarta, Geneva, and Panama, showcasing the industry’s growth and international reach.

Details on the Transformation of the Coffee Trade Show

In the vibrant world of specialty coffee, a notable shift is occurring within the Specialty Coffee Association (SCA). Following an announcement just before the Houston event scheduled for April 25-27, 2025, the association plans to rename its prestigious U.S. gathering to World of Coffee starting with the San Diego event in April 2026. This move adopts the successful naming convention established by their European flagship event, which has since expanded to the Middle East and other emerging markets. Key upcoming events include those in Jakarta, Geneva, and Panama, reflecting the growing global footprint of the coffee trade. The original U.S. event traces its roots back 30 years to the early days of the Specialty Coffee Association of America, evolving significantly after merging with its European counterpart in 2017.

World of Coffee San Diego aims to provide a more expansive platform for businesses venturing into new markets or sourcing from unfamiliar regions. Since its inception in Europe in 2010, World of Coffee has consistently broken records as the largest and most influential coffee trade show globally, uniting thousands of professionals across the specialty coffee supply chain.

From a journalist's perspective, this rebranding signifies more than just a name change; it underscores the SCA's commitment to fostering international collaboration and innovation within the coffee industry. By aligning the U.S. event with its global counterparts, the organization not only strengthens its brand identity but also amplifies opportunities for participants worldwide. This strategic move highlights the ever-expanding influence of specialty coffee culture, encouraging greater connectivity among producers, suppliers, and consumers alike. As the industry continues to grow, such initiatives are crucial in maintaining momentum and inspiring future developments.