World of Coffee is coming to Brussels, and Algrano will be there.
For producers and roasters already working in Direct Trade, a trade show is one of the few moments in the year when the relationships that drive your business can move forward in person. At Booth #11147, we'll be on hand to show how Algrano's infrastructure — from supply chain services and contracts to payments and logistics — helps make those relationships more effective, more transparent, and easier to manage at scale.
Here's everything you need to know about finding us, joining our sessions, and making the most of your time in Brussels.
Producers' Evening (Invite Only) — Wednesday, 24 June 2026
Before the show floor opens, join us for an evening built for the Algrano community, focused on the producer.
This is an informal gathering with a purpose. Expect a relaxed social atmosphere, drinks, and a chance to connect with the Algrano team and colleagues before the intensity of the show begins.
During the evening, we'll be covering what's new at Algrano, updates to our platform and product offering, and what we're excited about for the year ahead. We'll also create space for producers and roasters to come into the conversation together.
What's Happening at Booth #11147
The Algrano booth is more than a stand — it's a space designed for real conversations and real business. Whether you're a roaster curious about direct sourcing or a producer looking to expand your customer base in Europe, you'll find something here for you.
Throughout all three show days, our team will be on hand to:
- Introduce Algrano to new roasters and producers, and explain how the platform works
- Host Roaster ↔ Producer meetings, a space for focused, purposeful conversations between buyers and sellers
- Run the Brew Bar, featuring guest roaster slots across all three days
- Host Producer Takeover, one of the most popular activations at every WOC, where producers bring their coffees to the table, and roasters get to taste and ask questions directly
Drop by any time, no appointment needed, or plan ahead using the session schedules below.
Producer Takeover
One of the best ways to discover new coffees? Cup them alongside the producers who brought them to market.
Each session features a producer presenting their harvest, processing approach, and availability. For roasters, it's a direct line to the origin. For producers, it's a chance to let your coffee do the talking.
Roaster Brew Bar
The Brew Bar is a chance to taste how great roasters interpret different origins — and for producers, a front-row seat to how your coffee could one day be served.
Each session features a guest roaster brewing at the booth, creating a natural setting for conversation between roasters and producers.
Both the Producer Takeover and Roaster Brew Bar schedules are dropping on June 15th.
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For Roasters: Why Stop by Booth #11147?
If you source green coffee or want to, World of Coffee Brussels is one of the best opportunities of the year to build the relationships that make direct sourcing actually work.
At the Algrano booth, you can:
- Meet producers face-to-face and taste their coffees during the Producer Takeover
- Have a focused business conversation with a producer in a dedicated meeting space, with Algrano support on hand
- Learn how Algrano works — from pricing and transparency to logistics and forward buying
- Explore new origins and find coffees that fit your roastery's needs and values
Already working with us? Come by to meet the team, catch up, and taste what's new.
New to Algrano? This is the perfect place to ask every question you have. We'll walk you through how it works and introduce you to some of our producer partners.
Read our tips for making the most of WOC Brussels 2026 →
For Producers: Make the Most of Your Time in Brussels
If you already sell directly to roasters, Algrano's infrastructure is designed to make those relationships stronger, more professional, and easier to manage at scale — without you giving up ownership of your pricing or your customers.
Algrano's sourcing team will be at Booth #11147 all three days. Come with your specific questions about shipping, contracts, or how to bring your existing roaster customers onto the platform.
At the booth, you have:
- Meeting space for focused one-on-ones with roasters, with Algrano support nearby to help with pricing, logistics, and translation
- Cupping slots to present your coffee to an engaged audience during the Producer Takeover sessions
- A relaxed environment with refreshments, making it easy to invite a roaster for a natural, low-pressure conversation
- Team support from Algrano's European team, on hand throughout all three days, to understand our service for producers who bring their own customers or to ship smaller volumes.
Tip: Arriving at WOC with professional sample labels that include pricing, availability, and logistics info helps roasters say yes faster.
How producers sell with Algrano →
Read our trade show best practices for producers →
See You in Brussels!
World of Coffee Brussels 2026 runs 25–27 June at Brussels Expo. Algrano will be at Booth #11147 all three days, from 10:00 AM to 5:00 PM.
Whether you're already part of the Algrano community or just discovering us for the first time, we'd love to connect. Come find us on the floor, join a cupping, watch a brew bar session, or just stop by for a coffee and a chat.
Follow us on Instagram and LinkedIn for live updates and behind-the-scenes content throughout the week.
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