San Diego is about to get over-caffeinated. From April 10–12, thousands of coffee pros will skip the zoo and head to World of Coffee (formerly EXPO). It’s three days of roasters, machines, gear, tastings, competitions, and caffeine‑fueled energy.
The show gets set up fast – and disappears even faster – but behind those three days are months of planning. More than 650 companies prepare to build mini‑worlds on the show floor, each one ready to showcase what’s next in specialty coffee. The GO team has been deep in it: dialing in coffees, finalizing plans, and lining up roaster partners to brew at our booth. And if Houston 2025 was any indication, this year’s San Diego show is going to be big, bright, and absolutely off the charts.
Genuine Origin Booth – Portland, OR April 2023
What to Be Excited About at World of Coffee
If you’ve never been to World of Coffee (or EXPO), prepare to be overwhelmed. The show is loud, busy, fun and everything looks, smells and tastes amazing! Be sure to look at the World of Coffee website events schedule. You may want to watch the competitions, maybe take a class, listen to speakers talking about the leading edge of coffee, get your spoon out and attend cuppings. There’s literally too much to do, so be sure to plan ahead. Here are a few items from our own planners:
Roasting Technology
Automation keeps getting more sophisticated. But the sweet spot for many small and medium‑volume roasters comes from brands innovating at approachable scales. Yoshan, Aillio, and CoffeeCrafters are on our must‑visit list to see how they’re expanding possibilities for niche roasters.
Coffee Design Awards
Always a show favorite. The Coffee Design Awards is a gallery‑style exhibit showcases global trends in packaging, café visual design, and digital identity. In recent years, the shift from minimalist white bags to bold maximalist aesthetics has been especially fun to watch.
Broadsheet Coffee Roasters brewing at the GO Roaster Village Booth – Apr 2024
Roaster Village
The show’s beating heart. Roaster Village is where you’ll find some of the best coffees you’ll drink all year, often from roasters you’ve never met. This year, we’re excited to visit Monogram (Canada), the Coffee Cycle (San Diego based!), and Dak (Netherlands).. Past years have introduced us to gems from Canada, the Netherlands, and right in San Diego.
Brewing Trends
Last year brought eye‑catching new gear like the bottomless Dwell dripper from Verve, and Hario’s expanded aesthetic‑friendly V60 lineup. This year, single‑serve innovation looks poised to take center stage.
Booths That Have Our Attention
Entry to Coffee EXPO Portland April 2023
- Dayglow (Booth 4409): Stylish, intriguing, and tucked into a mysterious corner.
- Soup Latte (Booth 2353): Not sure what this is, but we’re gonna find out.
- Kumquat Coffee (Booth 2553): What’s one of L.A.’s best cafés doing with a big footprint in San Diego?
- Oatly (Booth 2115): They always bring something new.
- Onyx Coffee Lab (Booth 1317): Please bring back the claw machine!
San Diego Coffee Culture: A City That Takes Coffee Seriously
San Diego isn’t just beaches, burritos, and sunshine. It has quietly become one of the top specialty coffee (and craft brew) destinations in the U.S., with roasters like Bird Rock Coffee Roasters and Dark Horse helping put the city on the map. Both are consistently ranked among the top shops in town, part of a broader scene that blends craft, community, and laid‑back coastal energy.
Local roasters are at the heart of it. San Diego now boasts a network of shops known for small‑batch roasting, direct‑trade sourcing, and serious quality standards. The vibe is casual, sunny, and unpretentious – basically, coffee lovers without any snobbery.
It’s a perfect backdrop for World of Coffee.
Need Coffee Close to the Convention Center? Start with These Favorites
When you need to come up for air – or if you somehow need more caffeine – between cuppings and meetings, here are quick, accessible options:
Bird Rock Coffee Roasters – Little Italy
One of San Diego’s top‑ranked roasters, frequently listed #1 in the city. Their Little Italy café is the closest Bird Rock location to WOC and a must‑visit for bright, clean, competition‑level coffees.
James Coffee Co. – Little Italy
Another top‑three shop in the city’s rankings for 2026. Big, open, airy space—great for regrouping with colleagues and grabbing a dialed‑in espresso.
Better Buzz Coffee – Downtown
One of the city’s most well‑liked multi‑location shops, known for friendly service and consistently good drinks. Featured in the city’s 18 top shops for 2026.
Cafe Moto – Barrio Logan
A long‑standing roastery close to downtown with outdoor seating, equipment, teas, and classic San Diego coffee culture. Great when you want something casual and local.
If you have extra time, head into North Park or Convoy District for Torque Coffee (producer‑equity model) or Bing Haus (coffee + rolled ice cream & donuts).
What the GO Team Is Looking Forward To
The sales team at Expo Houston in 2025 (from left: Jay, Cyndi, and Jen)
Cyndi Chirco (Texas, South Sales)
“I love the energy of Expo – new ideas, familiar faces, incredible coffees. I’m also hoping to sneak off to explore San Diego’s coffee scene and visit the zoo’s pandas.”
Jen Hurd (Oregon, West Coast Sales)
“New innovations, too many coffees, plus catching up with friends and customers. It’s the best kind of whirlwind.”
Jay Vernaleken (New Jersey, East Coast Sales)
“Since we’re all spread out, Expo feels like a reunion. And being in San Diego? I’m absolutely going to the zoo and maybe a Padres game.”
Come See Genuine Origin at Booth #2444
We’ll be brewing with nearly a dozen roasters, handing out stickers, journals, cupping trays, timers, totes, and more. Our lineup will include coffees from roasters like Lima Coffee Roasters and Elevator Coffee, with more to come.
There’s a lot to look forward to in World of Coffee San Diego. We’ll report back afterward with highlights, discoveries, and everything we learned along the way.
See you in San Diego!
