William Reed has completed the acquisiton of The London Coffee Festival from Allegra Group.
The festival features artisan coffee and gourmet food stalls, tastings and demonstrations from baristas, as well as interactive workshops, street food, coffee-based cocktails, live music, DJs and art exhibitions.
It will continue to be held April each year at the Truman Brewery in central London. However, William Reed said the acquisition opened up access to other activities in the WR portfolio in more targeted channels for exhibitors and sponsors.
The media and events company, which already has a stake in Allegra’s World Coffee Portal business, added it was confident it could enhance the festival’s customer reach in the UK thanks to its “unrivalled access and knowledge” of the UK hospitality and retail markets.
The next London Coffee Festival is 20 to 23 April.
“This is a very exciting opportunity for William Reed as it allows us to build on the success that Allegra have created in the London Coffee Festival,” said WIlliam Reed MD of exhibitions Andrew Reed.
“It is the perfect balance to the UK Food Shows and Big Hospitality Expo and we very much look forward to working with the coffee sector to further enhance their access to some of the markets that the Coffee Festival doesn’t currently maximise. Also, the unique style of the festival will allow us to learn from them how to do things differently, we can’t wait to get started.”
Allegra Group founder and CEO Jeffrey Young said: “I am very proud of what we have created at Allegra and I am pleased that we have been able to pass the baton on to William Reed, who I think are perfectly placed to take the festival to the next level.
“This will also free up our time to be able to focus on future plans for the coffee industry that we have around the world.”
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