As a coffee roaster and enthusiast living in Houston, I was presented with a unique opportunity when the SCA (Specialty Coffee Association) Expo 2025 came to my hometown. Despite being a self-proclaimed introvert who typically prefers working alone, I decided to challenge myself and attend this major industry event—solo.

The Expense Question: Is Expo Worth It?

Let's address the elephant in the room first: attending Expo isn't cheap. A weekend pass costs around $400, with single-day passes running $200 for Friday or Saturday and $100 for Sunday. For many coffee enthusiasts, this presents a significant investment.

Is it worth it? My honest assessment: yes, but with some strategic planning.

I opted for a single day (Friday) and found that one day on the show floor was sufficient to see most of what the Expo had to offer. Between the industrial equipment displays, coffee gear booths, and various vendor stations giving away samples and swag, you can get a comprehensive experience in 4-5 hours.

What You'll Find at Expo

The show floor is primarily focused on gear and equipment—everything from massive industrial roasters and de-stoners to water filtration systems and the latest consumer brewing devices. I picked up a quirky new dripper that uses Kalita Wave filters and promises faster brew times. While interesting, it reminded me that most of us probably already own more brewing devices than we need (a topic for another day).

Beyond equipment, the Expo offers opportunities to taste coffees from roasters across the country—coffees you've likely heard about but may have hesitated to purchase due to their $25-30 price tags. This tasting experience alone provided significant value.

The Introvert's Guide to Coffee Events

As someone who finds large social gatherings challenging, I approached the Expo with some trepidation. Would I feel out of place attending alone while others arrived in groups? Would I be able to engage with strangers effectively?

What I discovered surprised me. The coffee community, while occasionally quirky, generally welcomes fellow enthusiasts. The key was simply starting conversations—sometimes they led nowhere, but that was perfectly fine. The point was to open myself to new connections and experiences.

One of my most memorable moments came while standing at the Flair espresso maker booth. A stranger approached his friend nearby, excitedly offering a taste of an anaerobic coffee. After his friend tried it with visible amazement, they noticed me standing there and offered me the last sip. The coffee had remarkable green cantaloupe notes that developed beautifully on the palate—a flavor profile I'd never experienced before.

This spontaneous sharing embodied what makes the coffee community special: a genuine excitement to share discoveries and experiences with others who appreciate them.

Beyond the Expo Floor: Where the Real Value Lies

While the Expo itself was worthwhile, I discovered that the surrounding events offered even greater value. Throughout the weekend (starting as early as Wednesday), Houston hosted numerous coffee-related gatherings—many at a fraction of the Expo's cost.

For instance, I attended a Cup of Excellence event for just $20. There, I tasted extraordinarily clean coffees with remarkable clarity and zero defects. Even more valuable was the opportunity to meet producers and farmers face-to-face, shake their hands, and express gratitude for their work.

These satellite events fostered more intimate connections than the bustling Expo floor. At one such gathering, conversations that began awkwardly with everyone on their phones eventually blossomed into engaging discussions that lasted until closing time.

Tasting Insights: A Roaster's Perspective

As a roaster myself, I approached the coffee tastings with particular interest. How did these celebrated coffees compare to my own roasts? What might I learn?

I found it reassuring to discover that I could identify similar characteristics to what others were highlighting. This built my confidence as a roaster. Yes, there were some truly spectacular coffees—particularly those from Cup of Excellence—but the experience helped me recognize that while marketing certainly plays a role in the specialty coffee world, I'm on the right track with my own roasting approach.

The remarkable coffees shared a common trait: extreme cleanliness in the cup with no lingering astringency or off-flavors. The aromatics were often otherworldly, and the flavor clarity allowed for precise identification of tasting notes.

Final Thoughts: A Community Experience

By the end of my time at and around the Expo, I realized something important: while the coffee itself was exceptional, the true value lay in the human connections. Through conversations with fellow enthusiasts, industry newcomers, and established professionals, I gained perspectives I couldn't have found anywhere else.

For those considering attending future Expos, my advice is:

1. Choose one day for the main Expo floor—it's likely enough to see everything.
2. Research surrounding events and prioritize those that offer more intimate networking opportunities.
3. Go alone if necessary—don't let not having a companion stop you from attending.
4. Initiate conversations, even if it feels uncomfortable at first.
5. Share experiences and be open to others sharing with you.

Yes, specialty coffee events can sometimes seem exclusive or expensive. But if you approach them as opportunities for growth—both in your coffee knowledge and your personal comfort zone—they can be tremendously rewarding.

The coffee community thrives on shared passion and the exchange of knowledge. By stepping outside my comfort zone as an introvert, I found my place within that community, if only for a weekend. And that, perhaps even more than the exceptional coffees I tasted, made the experience invaluable.