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Ethio Coffee Import and Export PLC is a family-owned Ethiopian coffee exporter shipping green coffee beans to roasters, importers, and distributors worldwide.
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World of Coffee San Diego 2026 (April 10-12) is the first North American edition under the rebranded "World of Coffee" name, replacing the Specialty Coffee Expo after 30 years. With 600+ exhibitors, 15,000+ attendees from 90+ countries, and features like the Producer Village, Cupping Rooms, and World Latte Art Championship, this is the single largest sourcing event of the year for green coffee importers. Ethiopian coffee buyers should plan meetings in advance, attend origin-focused lectures, and use the Cupping Rooms to evaluate new lots.
World of Coffee San Diego 2026 marks a milestone for the North American specialty coffee industry. After 30 years as the Specialty Coffee Expo, the SCA's flagship trade show adopts the "World of Coffee" name, unifying its global event brand across North America, Europe, and Asia. For green coffee importers, roasters, and traders, this three-day event at the San Diego Convention Center is the year's most concentrated opportunity to evaluate origins, meet exporters, and build sourcing relationships.
This guide covers the event structure, key features for buyers, and a practical sourcing strategy tailored to professionals sourcing Ethiopian specialty coffee. Whether you are a first-time attendee or a veteran of past SCA Expos, the 2026 edition introduces new zones and formats worth planning around.
World of Coffee San Diego is the Specialty Coffee Association's primary North American trade event. Organized annually since 1996 under the "Specialty Coffee Expo" name, the 2026 edition is the first to carry the "World of Coffee" brand, aligning it with the SCA's events in Europe and Asia. The rebrand reflects the SCA's strategy to create a unified global platform for specialty coffee professionals.
The event targets the full spectrum of the specialty coffee supply chain: green coffee importers and traders, roasters, cafe operators, equipment manufacturers, packaging suppliers, and origin-country exporters. It is not open to the general public; registration is restricted to current and prospective members of the specialty coffee community.
Under the unified "World of Coffee" brand, the SCA is expanding the event's international scope. The 2026 San Diego edition expects attendees from 90+ countries, up from approximately 70 countries at recent Specialty Coffee Expos. For importers, this means more origin-country exhibitors, more export partners in one venue, and better coverage of emerging and established producing regions.
| Detail | Information |
|---|---|
| Event Name | World of Coffee San Diego 2026 |
| Dates | April 10-12, 2026 (Friday to Sunday) |
| Venue | San Diego Convention Center, 111 Harbor Dr, San Diego, CA 92101 |
| Organizer | Specialty Coffee Association (SCA) |
| Expected Attendees | 15,000+ from 90+ countries |
| Exhibitors | 600+ companies |
| Registration | usa.worldofcoffee.org (single-day, two-day, and three-day passes) |
| Portrait Country | Colombia |
The San Diego Convention Center sits on the waterfront in the Gaslamp Quarter, offering walkable access to hotels, restaurants, and public transit. For international attendees, San Diego International Airport (SAN) is five minutes from the venue by taxi or rideshare.
The 2026 show floor is organized into purpose-built zones, each designed for a specific segment of the supply chain. For importers and green coffee buyers, three zones deserve priority.
Origin-country booths featuring cooperatives, exporters, and trade boards. This is where Ethiopian, Colombian, Kenyan, and other origin exhibitors present new-crop offerings, farm data, and traceability documentation. Prioritize this zone for face-to-face meetings with export partners.
Specialty roasters showcasing finished products and sharing sourcing stories. Useful for importers looking to understand how downstream buyers evaluate and position Ethiopian origins, which informs which lots to offer your accounts.
Dedicated cupping sessions where you can evaluate coffees side by side. Multiple origins, processes, and grades available for blind and open cupping. Bring your own cupping forms and use these sessions to benchmark Ethiopian lots against competing origins.
A quieter space for scheduled meetings and follow-up conversations. Book time slots in advance if your discussions involve contract terms, pricing, or sample arrangements.
Over 60 expert-led lectures cover topics spanning sensory science, sustainability, brewing, roasting, and business development. For green coffee professionals, lectures on origin quality, processing innovations, and trade logistics deliver the most actionable value. The workshop schedule is available on the event website; plan your lecture attendance before arriving to avoid conflicts with booth meetings.
Hands-on sessions covering topics like cupping technique, roast profiling, and brewing parameters. Workshop capacity is limited and often requires separate registration, so check availability early.
Happy hours, receptions, and industry dinners run each evening. These informal settings are where many sourcing relationships move from introduction to commitment. Exchange contact information during the day and use evening events to deepen conversations.
The 2026 World Coffee Championships are distributed across multiple host cities, with San Diego hosting the World Latte Art Championship. The World Barista Championship takes place separately at World of Coffee Panama. Additional championships span four continents during the 2026 season.
| Championship | Location |
|---|---|
| World Latte Art Championship | San Diego, USA (World of Coffee San Diego) |
| World Barista Championship | Panama City, Panama (World of Coffee Panama) |
For importers, the championships are more than spectator events. Winning routines often spotlight specific origins, processes, and producers. Ethiopian coffees appear regularly in championship routines; Yirgacheffe washed lots and Guji naturals are frequent choices for their distinctive flavors. Watching which coffees competitors select signals downstream demand trends for your portfolio.
The show also features the Best New Product Awards and Coffee Design Awards. While these focus on equipment and packaging, winning products often indicate where the industry is moving. Green coffee buyers should note innovations in hermetic packaging, grading technology, and quality-measurement instruments.
Ethiopia is the birthplace of Arabica coffee and one of the most sought-after origins at any specialty trade show. At World of Coffee San Diego, expect to find Ethiopian Coffee and Tea Authority (ECTA) representatives, private exporters, cooperative unions, and trade-promotion agencies exhibiting in the Producer Village.
Ethiopia's genetic diversity gives it an advantage no other origin can match. With thousands of indigenous heirloom varieties growing across distinct micro-regions, Ethiopian lots offer flavor complexity that ranges from jasmine-floral washed Yirgacheffe to blueberry-forward natural Guji. Trade shows are the best environment to cup these differences side by side and compare them against Kenyan, Colombian, and Brazilian coffees.
Timing note: World of Coffee San Diego falls during Ethiopia's mid-harvest to post-harvest window. By April, early-harvest Yirgacheffe and Sidamo lots from the current season are often available as pre-shipment samples. Guji and Harar lots typically follow weeks later. Check our harvest calendar to align your show meetings with actual lot availability.
Trade shows reward preparation. The buyers who leave with the best deals are the ones who arrive with a plan. Here is a practical approach for green coffee professionals attending World of Coffee San Diego.
| Task | Timeline | Notes |
|---|---|---|
| Register at usa.worldofcoffee.org | 6-8 weeks before | Three-day pass recommended for buyers |
| Book hotel near Convention Center | 6-8 weeks before | Gaslamp Quarter properties fill quickly |
| Review exhibitor directory | 4-6 weeks before | Mark origin producers and exporters |
| Schedule booth appointments | 4 weeks before | Email contacts from directory listings |
| Prepare sourcing brief | 2 weeks before | Origins, grades, volumes, quality targets |
| Print business cards | 1 week before | Carry 100+ (digital alternatives acceptable) |
| Pack cupping kit | Day before travel | Spoon, forms, pen, sample bags |
Not all exhibitors offer the same level of sourcing capability. Use these criteria when meeting Ethiopian coffee exporters at World of Coffee San Diego. For a more detailed framework, see our guide on how to choose an Ethiopian coffee export company.
Can they supply from multiple regions? A reliable exporter should cover at least Yirgacheffe, Sidamo, and Guji, with access to additional zones like Harar, Limu, and Jimma.
Ask for lot-level traceability. Can they provide washing station names, GPS coordinates, and processing dates? This matters for EUDR compliance and downstream marketing.
Request cupping scores, SCA evaluation forms, and defect counts. A serious exporter brings these to the show. Compare their scores against your own cupping at the Cupping Rooms.
Discuss export documentation, packaging options, and shipping timelines. Can they handle FOB Djibouti, FCA Addis, or door-to-door? What is their typical lead time from contract to shipment?
Be cautious of exhibitors who cannot provide samples on site, quote prices significantly below market benchmarks, lack documentation, or cannot name their washing station sources. Face-to-face meetings at trade shows are one of the best opportunities to verify claims that are difficult to check remotely. For a complete due diligence checklist, see our exporter evaluation guide.
Ethio Coffee Import and Export PLC sources from cooperatives and washing stations across all six major Ethiopian coffee regions. Browse our current offerings, request pre-show samples, or schedule a meeting at the show.
World of Coffee San Diego 2026 runs April 10-12, 2026 at the San Diego Convention Center. The event spans three full days with exhibition hours, lectures, workshops, and the World Latte Art Championship running concurrently.
Registration pricing varies by pass type (single-day, two-day, three-day) and purchase timing. Rates are published at usa.worldofcoffee.org. Three-day passes offer the best value for buyers who need time for meetings, cupping, and lectures across the full event.
No. World of Coffee San Diego is a trade event for current and prospective members of the specialty coffee community. You must register in advance. General consumers are not admitted.
Yes. Ethiopian exporters, cooperatives, and trade agencies exhibit in the Producer Village. You can cup samples, discuss pricing and contract terms, review traceability documentation, and arrange follow-up shipments. Pre-scheduling meetings improves your chances of productive conversations.
Each World of Coffee event highlights one producing country with dedicated activations and tastings. For San Diego 2026, Colombia is the Portrait Country. Expect Colombian cupping tables, cultural presentations, and origin storytelling throughout the show.
About This Insight: Written by Ethio Coffee Import and Export PLC, an origin-connected Ethiopian coffee exporter with three decades of sourcing relationships across Yirgacheffe, Sidamo, Guji, Harar, Limu, and Jimma.