William Reed, an events business serving the food and drinks sector, has further strengthened its relationship with the Allegra Group by acquiring The London Coffee Festival.
William Reed already has a stake in Allegra’s World Coffee Portal business and will continue its work with Allegra to further develop The London Coffee Festival and the Coffee Masters competition.
The event will remain at the Truman Brewery on Brick Lane but the organisers said the acquisition offers access to other activities in the William Reed portfolio in more targeted channels for exhibitors and sponsors.
Andrew Reed, MD exhibitions at William Reed, said: “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.
“It is the perfect balance to the UK Food & Drink Shows and The 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.”
Jeffrey Young, founder and CEO of Allegra Group, 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 onto 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.”
The next edition of the London Coffee Festival takes place from 20 – 23 April 2023 at the Truman Brewery.