Are you going to Expo?
The biggest specialty coffee trade show in North America is about to begin in Houston!
Good morning, friends!
It’s Monday morning of the biggest week in specialty coffee in North America… In case you haven’t heard, SCA Expo has officially landed in Houston! It’ll be my fourth year attending the trade show, but the first time it’s been driving distance. I’m super excited to road trip with my pals from the Austin Coffee Collective, catch up with old friends, and see what’s brewing in the latest coffee technology.
I always leave Expo feeling inspired, and I hope this year is no different. Between tariffs, the rising price of green coffee, and a global matcha shortage, the timing couldn’t be more perfect to get a bunch of industry leaders in the same room. Let’s get creative! Let’s get optimistic! Let’s make sure we drink lots of water and wear sensible footwear 🙂
Here’s what I’ve got planned — including a very special solo musical performance in Houston! Because when things feel overwhelmingly hard and confusing, nothing cuts straight to the heart like a song.
All this and a gazillion more things are happening, but I hope we run into each other this week! And if it’s your first time attending Expo, keep scrolling for my tips and tricks on how to make it count.
Tuesday
Finca Santa Cruz cupping at Mercado Sin Nombre, 10 a.m. (ATX)
Earth Day with Desnudo and Boggy Creek Farm, 5 p.m. - sold out (ATX)
Breaking New Grounds party at Rising Tide Roast Collab, 7-9:30 p.m. (ATX)
Wednesday
Cupping with The Coffee Quest at Rising Tide Roast Collab, 11 a.m. (ATX)
Thursday
Strategies to Endure (And Thrive) In a Volatile Market with Caravela Coffee at Doshi House, 10:30 a.m.
Welcome to Houston (a Party and Throwdown) at Brass Tacks, 6 p.m. - I’m MC-ing this event with the one and only Joshua Chipley!
Friday
Expanding Your Olfactory Library (lecture), Room 361ABC, 9 a.m.
Brewing with Barrett’s Coffee at the Airscape booth (#516), 11 a.m.
Songs with Miranda Haney, Sergio Trevino, and Bev Buchanan at Wonky Power Green Room, $15, 8 p.m.
Saturday
The Ropes: Barista Skills for Total Beginners Workshop, 9 a.m. - I am teaching this and there are only 3 spots left!
From Coffee Sources to Coffee Voices: Empowering Industry-Wide Knowledge Creation in Specialty Coffee (lecture), Room 352DEF, 1 p.m.
Advice for First Timers
Attending Expo is an amazing experience for any coffee professional. There’s so much to learn, explore, and DO!!! Here’s my advice for how to enjoy yourself and keep it somewhat sane:
Drink water, drink water, drink water! Don’t forget your reusable water bottle!
Say hello to your heroes! You’re gonna see a lot of familiar faces just walking around. If you see someone who made a coffee, machine, video, course, podcast, etc, that impacted your relationship with coffee, introduce yourself! This is a place where talking to strangers is not only allowed, but encouraged.
Lean on your curiosity! If you’re overwhelmed and you don’t know what to talk about, ask a question. Can you show me how this works? Who is this for? How did you get into this? are all great starters.
Prepare to be humbled. Maybe it’s just me, but my first year at Expo was an extremely humbling experience. I was amazed to see not one, not two, but several attendees with “Coffee Educator” on their badge. We all had the same job and we faced the same challenges, which is awesome because now you have a larger community. But it’s also shocking, especially if you’re 25 and you think no one in the world understands what you’re going through ;)
You don’t have to do everything. Every lecture sounds interesting! Every booth has free stuff! Every party looks like so much fun! I feel you. But don’t feel like you have to do everything; it’s okay if you have to take a break and rest. Do what you need to do to be the best you 🙂
Dress to impress. If you’re into fashion, the trade show floor can be a very fun prompt! I’m a big fan of the jumpsuit, but I’d recommend wearing anything that makes you feel confident, comfortable, and not-too-sweaty. Oh, and definitely make sure you wear the right shoes!
Go your own way! My first year at expo, I stayed glued to my employer’s hip the entire time. I wish I would have split off at least once to explore the floor and make connections. It was really hard for me to be my authentic self in front of my boss, especially at 25. If this is you, be brave! You probably won’t work at the same place forever, and this is the place to make connections for your future.
Have fun, don’t go crazy. At the end of the day, please remember you’re here for your job. I am all for having a good time and letting loose, but I would probably advise against getting totally wasted. I dunno. Maybe you’re into that. Just take care of yourself, okay? We all wanna see you thrive!
What about y’all? I know I have some Expo veterans on the subscriber list. What advice would you give to your younger self? Take care this week, friends. I’ll see you out there!