The company, which already has a stake in Allegra’s World Coffee Portal business, will work with Allegra to develop The London Coffee Festival and Coffee Masters brands and extend their reach in the UK.

William Reed said the festival will remain at the Truman Brewery on Brick Lane but the acquisition opens up access to other activities in the William Reed portfolio in more targeted channels for exhibitors and sponsors.

Exhibitions managing director Andrew 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 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.”

Jeffrey Young, founder and CEO of Allegra Group, added: “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 London Coffee Festival will be held on 20 – 23 April 2023 at The Truman Brewery in London.