What is World of Coffee and why is Brussels special?
World of Coffee is the annual flagship event of the Specialty Coffee Association (SCA), the largest professional coffee organization in the world. It brings roasters, producers, equipment suppliers, and hospitality professionals together in one location.
But this year, there's something extra. 2026 is the very first Belgian edition, which makes the event particularly relevant for you as a café owner or coffee bar operator in Belgium. Brussels has been a growing specialty coffee hub for years, and now the event is literally bringing the international coffee world to your region. This means more Belgian participants, more local roasters, and a network that you can truly maintain after the event.
The event will take place at Brussels Expo, and the official SCA announcement states June 25-27, 2026.
What's in it for hospitality entrepreneurs?
With over 450 exhibitors, the event is large, but as a café owner, you really don't need to see everything. According to the official registration page, there will be 120 specialty coffee roasters present in the so-called Roaster Villages. That's your playground.
What makes these Roaster Villages so valuable for you?
- Direct access to artisanal roasters, without an intermediary. You speak directly with the people who roast the coffee and can ask questions about volumes, consistency, and flavor profiles.
- Compare on the floor itself. Bring samples of your current coffee and have them placed next to alternatives. This gives you concrete arguments to explain to your team why switching is worthwhile.
- Cupping sessions to directly taste different profiles. This is the most honest way to assess whether a coffee fits your concept and customer segment.
New in 2026 is the Producer Village, a first for a European World of Coffee edition. Here, green coffee sources, importers, and small sourcing companies will present themselves. If you're interested in single origin coffee for your menu, this is the place to speak directly with importers about exclusive origins and custom blends that suit your business.
Besides the exhibitors, there are also the World Championships: the 2026 World Brewers Cup, Coffee Roasting, and Coffee in Good Spirits Championships will all take place during the event. Perfect Daily Grind confirms this. These competitions are not just for show; they demonstrate the latest brewing techniques and roast profiles that you can then translate to your own bar.
How do you prepare as a café owner?
Going to World of Coffee well-prepared is the difference between a useful day and an overwhelming experience from which you gain nothing concrete. With 120 roasters and hundreds of other exhibitors, you need to work efficiently.
Step 1: Register now
Registration is open via the official SCA page. Early registration gives you access to the exhibition floor plan and the list of participating roasters before the event. Use that list to create a shortlist of who you absolutely want to speak with.
Step 2: Create a shortlist with targeted questions
Know what you're looking for before you enter the hall. Prepare at least these questions for each roaster you want to visit:
- What are the minimum purchase requirements for a hospitality business of my size?
- How do you guarantee quality consistency with each delivery?
- What are the average SCA scores of your coffees?
- Do you offer technical support or training for my staff?
- What does your pricing model look like for smaller hospitality businesses?
Step 3: Also consider water quality
BWT water+more is this year's official Event Host Sponsor. This is no coincidence: water quality is one of the most underestimated factors in quality issues at the counter. At the event, you can get advice on water optimization for your espresso machines, something that can noticeably improve your coffee results without having to switch suppliers.
Which trends should you keep an eye on as a coffee bar operator?
World of Coffee is also a barometer for what's moving in the industry in the coming two years. The SCA session on industry trends specifically addresses how you, as a hospitality entrepreneur, can stay ahead.
What we are already seeing move in the market, and what you will undoubtedly find in Brussels:
- Transparency about origin. Customers are increasingly asking where their coffee comes from. Single origins with a clear story, terroir, and traceable SCA score are becoming an expectation, not a luxury.
- Fermentation and process experiments. Natural, honey, and anaerobic fermentation give coffees distinct flavor profiles that stand out on a coffee menu. Ideal if you want to differentiate yourself from the competition.
- Coffee beyond espresso. Filter, batch brew, and cold brew are gaining ground in coffee bars. Customers who know specialty coffee expect more than just an espresso or cappuccino.
- Sustainability as a standard. Not as a marketing story, but as a concrete demand on suppliers: fair prices for producers, short supply chains, traceable origins.
In our experience, we see that café owners who actively renew their coffee menu based on such trends noticeably strengthen their customer loyalty. Not because customers always know the terminology, but because they do feel the difference in quality and story.
Curious what such a renewed offering looks like? Check out our Specialty Selection for inspiration on what belongs on a contemporary coffee menu.
How to get the most out of your visit to World of Coffee?
Getting the most out of World of Coffee revolves around three things: focus, follow-up, and an open mind.
Focus on the day itself:
- Start early in the morning with the Roaster Villages, before the crowds increase.
- Plan a maximum of 8 to 10 supplier conversations per day. More is counterproductive.
- Bring business cards and immediately note your impression, what the roaster offers, and your next step after each conversation.
- Attend at least one cupping session, even if you think you already know what you're looking for. You'll always be surprised.
Follow-up after the event:
- Send a short email within 48 hours to the suppliers you found interesting.
- Request samples for a trial period of two to four weeks in your business.
- Involve your staff in the trial. They make the coffee every day, their input on extraction and consistency is valuable.
An open mind:
As Sprudge reported, the Belgian edition is a first that attracts the international coffee community to Brussels. This means you not only meet suppliers there but also colleagues from other countries. What does a coffee bar operator in Copenhagen or Lisbon do differently than you? These conversations sometimes yield more than a product presentation.
Why this event is different for you as a Belgian operator than ever before
If you've been struggling for years with fluctuating quality from suppliers, excessively high purchasing costs for what customers are willing to pay, or staff who have difficulty consistently preparing specialty coffee: World of Coffee Brussels 2026 is the moment to make a decision.
The combination of factors that makes this year unique:
- First Belgian edition, so more local and regional roasters than ever before
- Producer Village as a novelty, for direct access to origins and importers
- 120 roasters under one roof, comparable in one day
- World Championships as a reference point for quality and technique
- Water quality sessions for practical optimization of your existing setup
In our experience as a Belgian coffee roaster, we find that hospitality businesses that consciously choose an artisanal supplier, with a clear flavor profile and personal support, report fewer quality issues and achieve higher customer satisfaction. That starts with making the right choice, and World of Coffee is the ideal place to make that choice on an informed basis.
Would you like to get an idea of what we, as a Belgian specialty roaster, can mean for your hospitality business? Take a look at our hospitality page and discover how we collaborate with café owners and coffee bar operators in Belgium.
Ready to differentiate your coffee menu? View our offerings for hospitality businesses at matubucoffee.be/pages/horeca and schedule a meeting before World of Coffee Brussels 2026 takes place. Then you'll go there with a clear idea of what you're looking for and what you already have.