Coffee samples for trade shows: faster courier or slower consolidated shipment?

My confusion with shipping coffee samples for trade shows is that the idea makes sense on paper, but practical execution looks much less clean. The more I ask around, the more I hear opposite conclusions from people who are all experienced. That usually means the answer depends on context more than people admit.

For members here who have worked with shipping coffee samples for trade shows, what condition makes it useful and what condition makes it mostly noise?