EXPO Houston is right around the corner, happening April 25–27, and it’s the ultimate event for coffee professionals. Whether you’re a seasoned show veteran who has been going for years or you are attending for the first time, there’s no better place to connect, learn, and experience the latest innovations in the coffee world. We caught up with the Genuine Origin team to hear their thoughts on why EXPO is a must-attend event and how to make the most of it.
Brewing at the Genuine Origin Roaster Village booth at EXPO Chicago 2024
Why Should Roasters Attend EXPO?
For Joshua Tracey, Genuine Origin’s General Manager, EXPO is like “a coffee-infused Las Vegas, and that may be an understatement!” He emphasizes that it’s one of the few events that brings together the entire global specialty coffee community—producers, cooperatives, exporters, importers, roasters, retailers, and more—under one roof.
Rob Sulkow, Marketing Director at Genuine Origin, agrees: “Going to EXPO in Houston is a must for any coffee pro. You’ll hear from thought leaders who will give you fresh ideas, you’ll see the best-in-class for all things coffee—that always makes me want to up my game—you’ll meet tons of wonderful people, and the coffee is amazing!”
Steven Edwards, Inside Sales, sees it as an unmatched opportunity to get a firsthand look at industry trends. “You’ll see new gear from manufacturers, meet people you wouldn’t have otherwise, and let’s not forget the coffee. Last year, “Monogram Coffee’s EXPO lineup in Chicago last year was unreal. I remember those coffees vividly,” Steven recalls.
And for Jay Vernaleken, East Coast Sales Manager, it’s all about making meaningful connections: “EXPO gives roasters the tools they need to stay competitive. It’s an ideal chance to learn from industry experts and gain valuable insights into the trends shaping the future of the coffee market.”
World Coffee Champs finals at EXPO Chicago 2024
How to Make the Most of EXPO
If you’re heading to EXPO, planning ahead is key—something Joshua learned the hard way. “At my first EXPO in 2016, I scheduled 45 meetings in three days. I didn’t walk the floor, attend lectures, or even taste coffee. Don’t make that mistake!”
Instead, he suggests:
- Download the EXPO app to schedule must-attend events.
- Break the show floor into sections to cover as much ground as possible.
- Take breaks—you’ll need to recharge after all the caffeine.
- Stay hydrated and bring snacks (Steven swears by bananas to counter caffeine overload).
Rob echoes the importance of having a plan: “Think ahead and plan your days. There’s so much to see. Be sure to take in a lecture each day, take note of all the must-see booths, and strike up conversations with strangers”.
Jay agrees: “Don’t rush to see everything in one day. Make a mental note of the booths you want to visit, then circle back.”
BonLife Coffee Roasters brewing at the GO Booth at EXPO Chicago 2024
Favorite EXPO Moments & What’s Exciting About Houston
For Joshua, the best part of EXPO is seeing the specialty coffee community come together. “Coffee brings people together, and we need people together to bring coffee to people—it really comes full circle.”
Rob can’t wait for the competitions: “The expertise, the passion, and the grit that the competitors display is so inspiring. For me, the finals in Cup Tasters and Brewers Cup are always nail-biters! Plus, they have seats (you’ll get tired of walking and standing).”
Steven is especially excited about his first trip to Texas, getting face time with customers, and seeing the team: “The GO team only gathers in person a few times a year, so it’s awesome to put our heads together and brainstorm how to make Genuine Origin the best green coffee provider imaginable.”
The GO Team at EXPO Chicago 2024 (from left – Steven, Rob, Joshua, Jen, Cyndi, & Jay
Come See Genuine Origin at Booth #1331!
Whether it’s your first EXPO or your tenth, Houston 2024 is set to be an incredible experience. Be sure to stop by Booth #1331 to meet the Genuine Origin team, talk all things coffee, and check out roasters brewing GO coffees at the booth.
What you can expect at our booth:
- Roasters brewing Genuine Origin coffees
- Crazy giveaways
- Plenty of GO swag
- Our team on hand to talk about all things coffee
Don’t miss out on the energy of the specialty coffee world convening in one place. See you in Houston!
