For the very first time, Host fairs visitors had the chance to visit an actual scientific lab, set up to examine coffee with state-of- the-art precision equipment. The cooperation among the International Hub for Coffee Research and Innovation – the Centre for Research established by Simonelli Group and the University of Camerino in 2016 – and Fiera Milano made possible this original training opportunity. A total challenge: taking the scientific world inside a typically commercial event. Hub Coffee Science was a real science lab with leading experts in the field and state-of- the-art equipment supplied by several partners who strongly believed in this project.
This was an absolute breakthrough for a trade show in an industry where technical and scientific innovations are mostly presented through products, in a commercial context.