Heading to World of Coffee (WOC) San Diego this April? We know the drill: trade shows are a massive investment of your time, energy, and resources. While many producers leave the floor with nothing but a pocketful of business cards, our goal is to help you bridge the gap between a quick floor chat and a meaningful, long-term sales opportunity.
Whether you are looking to strengthen existing partnerships or find new homes for your fresh harvests, here is your Algrano agenda designed to help you prepare, connect, and close.
Your Home Base: Booth #3622
Think of the Algrano booth as more than just a stand: it’s your dedicated business hub on the show floor. We’ve designed this space specifically to empower producers to conduct business with confidence.
- Meeting Space: Use our designated areas for focused business discussions or relaxed catch-ups with roasters.
- Support on Demand: Our team is right there to help explain pricing structures, shipping, or Algrano’s logistics model to your potential buyers.
- Translation: We’re on hand to provide translation support, ensuring nothing gets missed.
Roaster Pop-ups: Taste the Potential
We’re hosting two Brewing Roaster Pop-ups, the perfect bridge between your green coffee and the final cup. Come by to taste how these roasters interpret various origins and start a conversation in a natural, sensory environment.
- Genteel Coffee Roasters: Friday, April 10th. 11:45 AM - 12:30 PM.
- Ceremony Coffee Roasters: Sunday, April 12th. 11:45 AM - 12:30 PM.
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Producer Evening (Invite Only)
Before the show floor opens and the rush begins, join us for an intimate gathering focused on community and the future of direct trade.
- Date: Thursday, April 9th
- Time: 6:30 PM
- Where: San Diego (location TBC after registration)
Meet our North American and Sourcing teams face-to-face. We’ll share the latest updates on Grower Capital, our repositioned services, and new digital features designed to put more control in your hands. This is also the best time to pick up your physical sample labels for the show.
Drink & Drift 2 Party
It’s not all work!
We’re hosting a party for the entire coffee community, and you’re at the heart of it. This is the best place to meet roasters in a fun, high-energy environment.
Stop by after the show closes, grab a drink, reconnect with the people you met earlier in the day, and then drift off to wherever the San Diego night takes you.
When: Saturday, April 11th
Time: 5:30 PM - 9:30 PM
Where: Dorothy’s Wine Bar (Google Maps address)
PS. Just a 15-minute walk from the Convention Center!
How to Make Your Coffee "Easy to Buy”
To help you stand out from the dozens of samples roasters collect, we’ve developed strategies to ensure your coffee stays top-of-mind.
Pro Tip: Roasters don't just buy coffee; they buy into relationships and ease of movement.
- Read: How producers can sell more coffee at trade shows – our guide to best practices on the floor.
- Watch: Our “Samples that Sell” webinar (recorded in Spanish) for a deep dive into presentation and follow-up strategy.
See you in San Diego?
If you’re heading to World of Coffee San Diego 2026, let’s make it your most impactful show yet.
Stay tuned to our Instagram and LinkedIn for live updates and behind-the-scenes looks throughout the week.
Let’s connect and grow together.
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