Beyond the Espresso: Eight Interactive Booths to Seek Out at the SCA Coffee Expo

Thousands of coffee professionals fill the Specialty Coffee Association’s Coffee Expo floor each year, and they put away a staggering amount of coffee in the process.

Hundreds of exhibitors set up shop to present their newest products and—naturally, for a coffee event—pour some kind of coffee beverage. But after the seventh or eighth espresso, a change of pace becomes necessary. So which booths offer something other than coffee?

We looked around and identified eight distinctive activations that move past the standard product demo or tasting. These interactive experiences and clever setups provide a creative and educational break from all that espresso.

Take an Immersive VR Journey with Cropster

Cropster, Booth #1051

Coffee software company Cropster has replaced the usual product demo with a virtual reality experience that carries visitors through the lifecycle of a coffee bean. Donning VR goggles, attendees travel along the coffee value chain and watch Cropster’s products at work from farm to café.

The two-minute journey highlights Cropster’s emphasis on sustainability and ethical practices. It also serves as a welcome pause for tired attendees needing a short respite from the bustling show floor.

Get a Coffee Tattoo (Yes, Permanent) with Mahlkönig

Mahlkönig, Booth #2251

Chicago-based artist Bob Haase will be offering free coffee-themed flash tattoos. Given the long line for tattoos at the 2023 Coffee Expo in Portland, it’s no surprise that grinder manufacturer Mahlkönig has brought the activation back this year. Be sure to visit the booth early to reserve your spot.

While you’re there, enter for a chance to win one of Mahlkönig’s X54 Allround Home grinders (one is given away each day of the Expo). As you wait for your tattoo, you can also explore the new Sync System, developed with La Marzocco. This Sync System uses real-time feedback from a La Marzocco espresso machine to automatically adjust the grind size on a Mahlkönig E80W GbS.

Refuel at the Snack Bar with Created Co. and Foxtrot

Created Co., Booth #2057

Drinkware maker Created Co. has teamed up with Foxtrot, a cafe and mini-mart chain with Chicago roots, to run a midday snack bar. Whether you’re feeling overcaffeinated jitters or just need a quick pick-me-up, stop by for a bite.

Here’s when the snack bar restocks:

• Friday: 11:30 am and 3 pm
• Saturday: 11:30 am and 3 pm
• Sunday: Noon

And be sure to catch Happy Hour at 3 pm on Friday and Saturday.

Watch a Mini Signature Beverage Competition with Proper Syrup

Proper Syrup, Booth #1957

The 2024 World Barista Championship will take place at World of Coffee Busan, Korea, but there’s still plenty of signature beverage creativity to go around in Chicago.

A few weeks ago, Proper Syrup ran a virtual signature beverage competition via social media. Nearly fifty coffee professionals took part, and the field has been narrowed to four, who will compete live at Expo before a panel of four judges.

The competition begins at noon on Saturday, April 12th, and samples of the competition’s signature drinks will be available to taste.

Let Artificial Intelligence Sort Your Green with Avercasso

Avercasso, Booth #2452

Artificial intelligence in action! Avercasso invites roasters, farmers, traders, and coffee lab advisors to bring 350g of their own green coffee beans to be sorted live by Avercasso’s new AI Coffee Bean Sorter.

Join the Legendary Coffee Exchange with Cafe Imports

Cafe Imports, Booth #1436

Make some new coffee buddies! At the Cafe Imports booth, you can bring a bag of roasted coffee, drop it off, and draw out a bag from someone else in return. It’s like Secret Santa, but it’s all coffee. One lucky participant will win an Ikawa Pro 50 Sample Roaster.

You can drop off a bag anytime before Saturday and exchange it right then and there, or wander for a bit and come back later. Make sure to follow up with the roaster and make a new friend.

Watch the 2 Brews & A Lie Challenge with Stronghold

Stronghold Roasters, Booth #1831

2 Brews & A Lie is a coffee cupping triangulation challenge by Cafe Imports and Stronghold Roasters. According to the event’s website: “16 competitors will taste three flights of three coffees. Two will match, and one will not (the lie). The cupper that can identify the most outliers the fastest will be crowned the winner.”

Although all the competitor’s spots are full, you can cheer on your favorite tasters and watch coffee pros put their skills to the test. The competition will take place on Saturday, April 13th, at noon.

Roast Coffee on the Floor with Bellwether

Bellwether Coffee, Booth #1138

Don’t just drink coffee—roast some too! The Bellwether Coffee booth will have active roasters running, so you can live trial their all-electric equipment. Bellwether will supply green coffee.