For Allpress Espresso, 2025 marked a deliberate turning point. The brand pulled back from direct-to-consumer channels and shifted its focus to B2B, getting in front of the café owners, hotel groups, and foodservice decision-makers who were actively searching for a new coffee partner. Fine Food Australia was one platform that made that shift possible.
“We knew from experience that Fine Food Australia is a really strong event for attracting B2B audiences across the foodservice and hospitality industry,” says Emma, Brand Lead Australia at Allpress. “That’s the main reason that drove us to Fine Food, and it’s why we’re returning.”
Better Leads, Bigger Results
In most foodservice categories, who you’re selling to matters as much as how you’re selling. Fine Food Australia’s visitor qualification process filters out the general public, ensuring that people walking the floor are industry professionals with buying intent.
For Emma’s team, that translated directly into results. The 2025 show delivered close to 100 viable leads, spanning café operators, hotel groups, independent grocers, and multi-national hospitality businesses. For a brand targeting wholesale growth, that breadth of audience in a single venue is difficult to replicate anywhere else.
“Fine Food Australia consistently delivers the most foot traffic and the strongest leads. That’s just from experience.”
Why Face-to-Face Still Wins
The conversion cycle in specialty coffee typically runs three to nine months. A lead generated at Fine Food Australia in September may not sign until well into the following year, but in Emma’s experience, they do sign. That’s because the real work at the event isn’t closing deals on the spot. It’s making the first impression that everything else builds upon.
“It’s about that fundamental first meeting, getting in front of people early, and then continuing the relationship from there.”
Digital marketing can maintain momentum, but it can’t replicate the credibility that comes from a face-to-face conversation over a great cup of coffee. For Allpress, Fine Food Australia is where that those initial first impressions take place. You meet someone face-to-face, nurture the relationship, and see where the lead goes.
Two States Isn’t Just Convenient, It’s Strategic
Fine Food Australia alternates between New South Wales and Victoria, and for Allpress, the Melbourne edition is more than a logistical convenience. The Victorian market represents a highly competitive market. Exhibiting in Melbourne equals direct access to a new audience. “It’s really good to get in front of a different market. We see a lot of strategic opportunity in Victoria, which is why we’ve signed up again.”
For brands with national growth ambitions, the event’s state rotation is an advantage. Two consecutive shows, two distinct audiences mean a natural rhythm for reaching new markets.
The Stand Experience Matters as Much as the Product
Your stand design sets the tone. At Allpress, the stand design was intentional; an open and welcoming space designed to slow people down and invite connection.
“It’s about making a space where people feel welcome to come in and flow through. With coffee, you want to sit and have a moment. Then you can have an open conversation.”
The stands that perform see success at Fine Food Australia reflect their brand, not just the product. Allpress created an environment where a café owner feels comfortable enough to initiate a conversation, which is exactly where relationships begin.
Why Allpress Is Returning in 2026
Allpress is heading into 2026 as, in Emma’s words, “a serious contender in the specialty coffee wholesale game.” The ambition is clear, and so is the strategy behind it.
“We want to make real big strides this year, which is why we’re focused on getting in front of as many people as possible and establishing those relationships early. The momentum will carry us into 2027 as well.”
For Emma, the calculus is simple: Fine Food Australia delivers qualified audiences, genuine leads, and the kind of face-to-face brand building that no digital channel can replicate. It’s not just an industry event. It’s a growth platform.
Fine Food Australia returns to the Melbourne Convention & Exhibition Centre from 31 August – 3 September 2026, with 900+ exhibitors across every corner of the foodservice and hospitality industry.
Whether you’re looking to build brand presence or ready to reach new markets, the floor plan is filling fast.