At this time, the Coffee Value Assessment is yet to come into effect. However, on 18 May 2023, the SCA released its updated rules and regulations for the 2023 World Latte Art, World Coffee in Good Spirits, and World Coffee Roasting Championships. These three competitions will take place in Taipei, Taiwan from 17 to 20 November 2023.

The biggest update is for the World Coffee Roasting Championship. The competition will now incorporate aspects of the Coffee Value Assessment in both competitors’ routines and the judging process. 

So how could this affect the future of the competition? Read on to find out more.

You may also like our article on whether the new SCA cupping form & protocol will add more value for specialty coffee.

Looking at the new rule changes

The SCA has updated several World Coffee Roasting Championship rules for the 2023 event. The regulations which now incorporate the new Coffee Value Assessment, however, are the most significant changes.

In an announcement, the SCA stated: “Changes to the WCRC rules are centred on the evaluation portion of the competition, to better balance the weight of the competitor’s roasting skills, and of the results produced through these in the competition.

“The changes include the introduction of new evaluation scales more clearly aligned with the SCA’s Coffee Value Assessment, informed by research and sensory science best practice,” the organisation added.

The updated rules and regulations largely affect the WCRC cupping evaluation process. This includes the production roast evaluation score sheet and protocol.

Let’s take a look at the specific updated rules and regulations:

Roast plan 2.2.6 & 6.5

At previous World Coffee Roasting Championships, according to rules 2.2.6 and 6.5, each competitor had to submit a roast plan for each production roast. This plan clearly describes several factors:

• Weight
• Temperature
• Colour reading of their roasted coffee
• A description of what the taste and flavour results of the production roast will be. This includes the intensity of acidity and body

WCRC competitors were also recommended to use the SCA’s Coffee Taster’s Flavor Wheel as a reference tool.

Following the rule change, competitors at this year’s event in Taipei will now have to submit an updated roast plan. This will include a descriptive assessment sensory results form which is more clearly aligned with the Coffee Value Assessment. 

Competitors need to fill out the descriptive assessment sensory results for each sensory attribute category that the judges assess and evaluate:

• Fragrance and aroma
• Flavour
• Aftertaste
• Acidity
• Sweetness
• Mouthfeel

In order to capture more data about the specific coffee, this form includes intensity ratings and “check all that apply” (CATA) descriptors. The SCA says these correspond to the inner circles of the Coffee Taster’s Flavor Wheel. 

To add to this, WCRC competitors can also add extra CATA descriptors which aren’t listed on the form.

Roast plan score sheet evaluation 8.0

Prior to the recent WCRC rule changes, the evaluation scale for the Roast Plan score sheet ranged from 0 to 6. A score of 0 is “unacceptable”, while 6 is “extraordinary”. 

At this year’s competition, the evaluation scale will now only include four categories:

• None to evaluate or out of acceptable range – 0
• Not very accurate (acceptable/average) – 1
• Somewhat accurate (good/very good) – 2
• Very accurate (excellent/extraordinary) – 3

The SCA says this rule change is in line with sensory analysis research conducted as part of the organisation’s three-year project to develop its cupping and grading protocol.

Production roast cupping score sheet 9.3

When it comes to evaluating competitors’ production roasts, WCRC judges previously used a production evaluation score sheet. This was based on a total score out of 100 points. Judges also used a production cupping evaluation scale, which ranged from 6.00 to 10.00.

The 2023 WCRC 9.3 rule change means that the production cupping evaluation score sheet now includes two separate scores: affective coffee evaluation and accuracy of coffee descriptors, as well as any roast defects. Again, this update is a result of sensory analysis research conducted as part of the SCA’s Coffee Value Assessment study.

Coffee evaluation 9.3.1

Lastly, to score the quality of competitors’ production roasts, WCRC judges will now use a nine-point scale, which ranges from 0 (“none to evaluate”) and 9 (“extraordinary/extremely high”). Scores between 0 and 3, however, will require approval from the head judge.

The SCA says this nine-point scale was developed as part of its Coffee Value Assessment.

So what could this mean for future World Coffee Roasting Championships?

There’s plenty to unpack with these updated rules and regulations. Arguably the biggest factor to consider is that both competitors and judges will now need to account for a wider range of information when describing and evaluating coffee.

“The SCA is delighted to announce these rules updates, and see three competitions – the World Barista Championship, World Brewers Cup, and World Coffee Roasting Championship – reflect the SCA Coffee Value Assessment,” SCA CEO Yannis Apostolopoulos said in a press release. 

“Competitions touch many people in the industry and these rules will be implemented by over 60 licensed competition bodies around the world, so it is important that they are connected to the Coffee Value Assessment,” he added. “We are fully committed to ensuring the assessment is accessible so that we can make specialty coffee a thriving, equitable, and sustainable activity for all.”

A better chance to receive higher scores?

With new intensity ratings and CATA descriptors added to the 2023 WCRC roast plan – as well as being able to include extra sensory descriptors on the form – competitors should be able to more accurately describe their coffee. 

In theory, this could increase their chances of receiving a higher score – as long as their production roast is high quality and matches the judges’ experience.

Similarly, with the WCRC production roast cupping score sheet now including two separate scores for affective coffee evaluation and accuracy of coffee descriptors, the judges’ assessment may be more in line with competitors’ descriptions of their coffee.

According to the SCA, competition bodies have the option to implement the updated rules either this year or in the 2024 season. However, the new Coffee Value Assessment regulations will be used at the 2023 world final in Taiwan, so we’re sure to see how they affect the competition then.

“We recognise that these are large changes for the competitions community, and we will be hosting a number of webinars to support and answer questions,” the SCA said in a press release.

Whether these changes will add value to the World Coffee Roasting Championship remains to be seen. But by broadening the range of information collected and evaluated as part of the competition, there will surely be some benefits for competitors.

Enjoyed this? Then read our article on why Busan will host the 2024 World Coffee Championships.

Photo credits: Michelle Illuzzi, Specialty Coffee Association

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Alongside a diverse range of lectures and panel discussions, the event featured workshops, cuppings, four competitions (including the first-ever Global Roasting Contest), and the first-ever Global Coffee Awards.

To host a world-leading coffee event, PRF requires a team of dedicated and passionate volunteers. And with PRF set to return to the Plaza Mayor venue in Medellín, Colombia on 14 & 15 September 2023, thousands of visitors are once again expected to attend this year’s forum – so support from volunteers is essential.

For those looking to take part in a groundbreaking event held at origin, volunteer applications are now open.

Read on to learn more about PRF, what volunteering entails at the event, and how you can apply to volunteer at PRF Colombia.

Learn more about PRF Colombia here.

Why is PRF returning to Colombia?

PRF is a one-of-a-kind event that attracts a wide range of international coffee professionals – from producers and green coffee traders to roasters and baristas. 

As a producer-focused event, the goal of PRF is to drive green coffee sales in the host country. Moreover, the two-day forum also champions Latin America as a global coffee knowledge hub. This essentially allows producers to add more value to their coffee, as well as ensuring their voices are heard in some of the most important industry-wide discussions.

Every year, PRF takes place in a different origin country in Latin America. This year, alongside an event held in El Salvador in March, the two-day forum will return to Colombia on 14 & 15 September.

The country is the third biggest coffee producer in the world, and grows some of the most sought-after varieties and coffee species, including:

• Typica
• Caturra
• Gesha
• Eugenioides

Why volunteer at PRF?

Every PRF event welcomes some of the most prominent industry leaders and experts to discuss the most pressing issues that the coffee sector faces – as well as providing potential solutions.

In line with this, volunteers at PRF Colombia have the opportunity to connect and network with some of the most knowledgeable coffee professionals in the sector.

“For volunteers, PRF is an opportunity to meet coffee business owners, roasters, and producers from around the world, and be part of a meaningful and purposeful event,” the PRF team says. 

“Volunteers are crucial to the success of the event,” the team adds. “We want to introduce them to potential mentors that they can work with, as well as build long-term relationships with.”

“I am more than grateful for the opportunity to volunteer at PRF,” says a former volunteer. “Taking part in the two-day forum event guarantees the opportunity to learn, make many connections, and above all else, share your passion for coffee.”

Moreover, volunteers can also learn new skills – both practical and social – and gain new insight into the global coffee sector.

“This year, we are focusing on establishing a formal training programme for lead volunteers to streamline operations for the entire volunteer team,” the PRF team says.

Another previous volunteer says: “Thanks to PRF, I was able to learn so much more about coffee.

“I was also able to meet people in the industry who I admire a lot, and meet producers and baristas who I would never have been introduced to otherwise,” they continue. “All in all, it was an incredible experience and I’m very grateful to have had the opportunity to volunteer at the event.”

Who can apply to be a volunteer?

If you are a coffee professional or enthusiast who is at least 18 years of age, you can apply to volunteer at PRF. Volunteers need to be proactive and attentive, as well as being passionate about coffee and committed to delivering excellent service.

“We want a wide range of people to apply – not just Colombians,” the PRF team says. “At previous events, we were amazed by how far people travelled to volunteer.

“We have had people from Ecuador, El Salvador, Honduras, Nicaragua, Guatemala, the US, Qatar, and Costa Rica apply to volunteer at previous events,” the team adds.

What is expected of volunteers?

Successful volunteer applicants will work across various areas of the two-day forum, which include:

• Exhibition area
• Cupping rooms
• Workshop rooms
• VIP Lounge
• Espresso bar
• Brew bar
• Registration stations
• Competitions – including the Toddy Cold Brew Championship and the Global Roasting Contest
• The second iteration of the Global Coffee Awards – a new, innovative awards scheme recognising excellence in the global coffee sector

As such, PRF needs volunteers who are comfortable working with a range of coffee equipment – including espresso machines, grinders, and pour over brewers. Volunteers should also have some experience in customer service.

PRF requires volunteers to commit to two four-hour shifts (one each day) and applicants should arrive at least 30 minutes before their shift is due to start.

In exchange for their time and hard work, each volunteer will receive a free ticket to the two-day forum, which includes full access to all events across both days. Volunteers will also receive:

• An official PRF Volunteer Participation Certificate
• An official PRF Colombia t-shirt
• Snacks and water

It’s also important that prospective volunteers keep a few things in mind before applying:

• International volunteers are responsible for all of their own flight and accommodation arrangements at all times
• Volunteers are not able to participate in any competitions or activities that could clash with their shifts

How do I apply?

If you’re interested in being a volunteer at PRF Colombia, please apply by 31 July 2023. The event will take place on 14 and 15 September 2023, and volunteers will be approved long before then.

To apply, please fill out the volunteer application form in English here and in Spanish here.

If your application is successful, you’ll hear from the PRF team within a week of receiving your submission.

PRF is returning to Colombia in September, and the 2023 edition of the event is set to be the biggest one so far. The two-day forum will take place on 14 & 15 September 2023 at the Plaza Mayor venue in Medellín, Colombia.

To find out more about tickets for the Sourcing Trip Experience, a separate package which also includes access to the two-day PRF event, you can find more information here.

You can also take a look at lectures and panels from PRF El Salvador and last year’s PRF Colombia, learn more about PRF, and sign up to receive the newsletter.

Apply to be a PRF Colombia volunteer by filling out this form in English or this form in Spanish.

Photo credits: Producer & Roaster Forum

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In recent years, as well as more public figures launching their own coffee brands, we’ve also seen more and more celebrities partner with specialty coffee companies.

Last week, as part of a collaboration with musician The Weeknd, Blue Bottle Coffee announced its new Samra Origins range. In a press release, the company said Samra Origins is “a brand and product line celebrating Ethiopian culture and excellence in coffee”.

Considering Blue Bottle’s reputation as a pioneer in the industry, there’s no doubting the quality of the product. However, at the same time, we do need to ask: do partnerships like this add any value to specialty coffee? Read on to find out more.

You may also like our article on why YouTube coffee brands are becoming more popular.

How exclusive are these coffees?

On 9 May 2023, Blue Bottle launched the first coffee in the Samra Origins range – an Exceedingly Rare Ethiopia Wolde Faye Koricha COE #7. Prior to its release, those interested in trying the coffee had to join a waiting list.

The natural processed, light roast micro lot coffee is available to buy for US $65 per 100g tin. For this price, the coffee also comes with a collectible booklet featuring original Samra Origins artwork. 

Grown by Ethiopian producer Wolde Faye Koricha in the Oromia region, the 74110 variety ranked seventh at the 2022 Cup of Excellence Ethiopia competition. Blue Bottle identifies flavour notes of rose, tangerine, and strawberry in the coffee, which received 89.78 points at last year’s CoE Ethiopia.

“Ethiopian coffee is truly in a class of its own and the country holds a special place within our Blue Bottle community,” said Karl Strovink, CEO of Blue Bottle Coffee, in a press release. “I’m excited that we’re extending our commitment there with Samra Origins so we can continue to share the best of Ethiopian coffee and support our network of producers in the country.”

To answer the question, the Exceedingly Rare Ethiopia Wolde Faye Koricha COE #7 coffee is certainly exclusive. Blue Bottle describes the first Samra Origins launch as “our most premium coffee offering: a Cup of Excellence microlot with only 1,700 orders available”. 

In summer 2023, however, Blue Bottle will launch a Samra Origins blend. The company says the blend was developed during cupping sessions with Benjamin Brewer, Head of Innovation & Quality, as well as The Weeknd and his mother – who is Ethiopian. 

With a blend also available in the range, this certainly broadens the scope of consumers interested in these coffees – as well as having a range of price points.

Do celebrity partnerships add value to specialty coffee?

Since famous US baseball player Joe DiMaggio appeared in a TV commercial for the Mr. Coffee brewer in 1983, celebrity endorsements have been prominent in the coffee industry.

Without a doubt, one of the most famous brand partnerships is US actor George Clooney and Nespresso. The Swiss coffee capsule manufacturer hired Clooney to be the face of the brand in the mid-2000s, and the actor starred in his first Nespresso TV advertisement in 2006.

The campaign was an undeniable success. While Clooney has reportedly earned US $40 million from his brand ambassador role, Nespresso sales catapulted in the years since – with an estimated 14 billion capsules produced annually.

Other notable celebrity partnerships in coffee include:

• La Colombe and Leonardo DiCaprio launching LYON coffee to support the actor’s humanitarian and environmental protection foundation
• Coffee machine manufacturer De’Longhi hiring US actor Brad Pitt as a brand ambassador for the Perfetto advertising campaign
• US rap artist Snoop Dogg and Indonesian coffee entrepreneur Michael Riady launching coffee brand INDOxyz
• US National Basketball Association player Jimmy Butler launching his BIGFACE coffee brand – which purchased more than 1,000lbs of the highest-scoring coffees at the 2021 CoE El Salvador auction

The list certainly goes on – including celebrities and brands such as Iggy Pop and Stumptown Coffee Roasters, Taylor Swift and Starbucks, and Hugh Jackman’s Laughing Man Coffee brand.

Helpful or harmful?

Beyond generating value for coffee brands (and the celebrities in question), whether these endorsements are beneficial to the coffee industry or not is a matter of opinion.

On one hand, celebrity endorsements can help more people become interested in specialty coffee – ultimately supporting the industry. Moreover, partnering with coffee brands can help celebrities raise awareness of certain issues and causes that are important to them.

Meanwhile, on the other hand, there’s an argument that these endorsements commercialise specialty coffee – making it lose its “edge” and authenticity. Specialty coffee prides itself on quality, sustainability, transparency, and traceability, but do these partnerships support the same values? It’s a difficult question to answer, and everyone has their own perspective.

A focus on Ethiopia

Going back to Blue Bottle’s Samra Origins range, these coffees are exclusively sourced from Ethiopia. The reason why is down to The Weeknd’s (or Abel Tesfaye) cultural heritage and identity.

“Ethiopian culture is an important part of my identity and I’m proud to work alongside the Blue Bottle Coffee team to shine a light on Ethiopian traditions, values, and of course, coffee,” The Weeknd said in a press release. “Growing up, I watched my mother perform Buna Tetu, a traditional Ethiopian coffee ceremony. This sensory experience helped shape my understanding of community and taught me to always honour my roots. 

“Samra Origins is a true passion project that I hope will inspire curiosity and encourage support for Ethiopia’s people, while also spreading the warmth and friendship so ingrained in Ethiopian culture,” he said.

Because of The Weeknd’s roots in Ethiopia, the Samra Origins range already feels authentic and genuine. It’s up for debate how much involvement the musician had in sourcing and cupping the coffees, but it’s clear that he is invested in supporting Ethiopia and its coffee sector.

Coffee for a cause

Blue Bottle will donate to The Weeknd’s XO Humanitarian Fund, which supports the United Nations World Food Programme. The fund specifically focuses on Ethiopia, where more than 20 million people currently require urgent humanitarian food assistance.

Bringing attention to this cause is undeniably important. And considering that coffee accounts for over 30% of Ethiopia’s exports, promoting the high quality of the country’s coffee can help to support its producers.

Moreover, given that The Weeknd is currently the most listened to artist on Spotify with over 108 million monthly listeners, his capacity to raise awareness and drive specialty coffee consumption is huge.

Coffee-celebrity partnerships aren’t going away anytime soon. For both specialty coffee brands and celebrities, collaborations and endorsements are useful ways to generate revenue and increase consumer interest.

And whether you like them or not, there’s value in these partnerships. Specialty coffee just needs to make sure it retains its integrity – which is sometimes easier said than done.

Editor’s note: This article was edited on 16 May 2023 to clarify that Blue Bottle will release one Samra Origins blend in summer 2023.

Enjoyed this? Then read our article on whether coffee & sports partnerships are becoming more popular.

Photo credits: Blue Bottle Coffee

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The SCA says this new cupping form and protocol will allow industry professionals to have a more “complete and high-resolution picture of a specific coffee”. Moreover, these new tools should mitigate any potential bias during assessment.

Since its implementation in 2004, the SCA cupping system has largely remained the same. Considering this, these new changes are sure to have massive implications on how industry professionals assess coffee quality.

Read on to learn more about the Coffee Value Assessment, as well as its potential future impact on the specialty coffee sector.

You may also like our article on what cupping can tell producers about their coffee.

What is the new Coffee Value Assessment?

The Coffee Value Assessment is a result of a three-year project conducted by the SCA to develop its cupping and grading protocol. This is one of the most important tools and resources used by specialty coffee professionals all over the world. Cuppers and green coffee buyers use it to score coffee on the 100-point SCA scale – the industry standard for quality.

However, despite its prominence in the sector, the SCA cupping form and protocol have largely been left untouched since the early 2000s. 

Moreover, these protocols have faced some criticism in recent years. One of the most notable is that they place too much emphasis on grading and scoring green coffee. In turn, this means coffee professionals can unintentionally ignore some of the more holistic aspects of coffee quality. Opinions also remain divided as to whether the cupping forms are either too subjective or too objective.

There have also been similar criticisms of the SCA Coffee Taster’s Flavor Wheel. Some people claim the flavours listed are too geared towards Western palates. In turn, this means they aren’t inclusive enough of other cultures and cuisines.

How will the new protocols work?

As part of a wider effort to improve equity for all stakeholders in the supply chain, the organisation has developed the new Coffee Value Assessment protocol and guidelines.

In October 2022, the SCA shared the results of a survey which included some 1,600 cupping professionals in Latin America, the UK, and the US. Essentially, the survey looked into the “intersubjectivity” of cupping. This is the idea that the results don’t accurately reflect both a cupping professional’s expert opinion nor their personal preferences.

A month later, the SCA launched a pilot project to resolve these issues, and also proposed the need for an evolved cupping form. The result: the Coffee Value Assessment protocol.

Essentially, the new protocol and guidelines are split into four separate assessment stages. Coffee professionals can either use these separate to one another or collectively:

• Physical – an evaluation of green coffee which assesses moisture content, physical appearance, and any visual damage to the beans. You can apply the results to a number of grading systems.
• Extrinsic – an evaluation of factors such as “identity”, certification, and origin.
• Affective – an evaluation of the cupper’s personal opinion on coffee quality based on the 100-point scale.
• Descriptive – an evaluation of a coffee’s flavour and aroma attributes, with no positive or negative implications.

Capturing more valuable data

Current SCA cupping form and guidelines only rely on affective and descriptive assessment stages. In theory, this means the Coffee Value Assessment should allow industry professionals to gather a much wider range of information about coffee.

Yannis Apostolopoulos is the CEO at SCA. He explains the overall purpose of the Coffee Value Assessment.

“The CVA protocol achieves what most of us in specialty coffee already know to be true – that there is no single marker of what makes a specialty coffee ‘specialty’,” he says. “And also that tastes and preferences differ in regions around the world.

“This new way of assessing the value of coffee respects and celebrates the diversity of taste preferences of customers in different regions and markets,” he adds.

How could coffee producers benefit?

It’s important to note the Coffee Value Assessment is still in its beta stage. However, there is already considerable discussion about how the new protocol will impact coffee professionals – especially producers.

“The most exciting part for us is the paradigm shift this programme represents for our industry, as it relates to the power dynamic between coffee producers and coffee buyers,” Yannis says. “Over time, this new way to assess the value of coffee will create a publicly accessible database of cupping data from around the world, giving coffee producers unprecedented access to invaluable data on consumer preferences by country or region.

“This will allow producers to bring their coffees more effectively to markets that are willing to pay a premium for them,” he adds. “There has never been such an ambitious project at this scale, and we’re looking forward to continuing to evolve it with the support of the global coffee community.”

Based on survey responses, the SCA concluded that current cupping protocol and guidance essentially reduces a coffee’s quality to a single score on the 100-point scale. This criticism has also been prevalent in the wider specialty coffee sector.

Effectively, this means that some producers can miss out on adding value to their coffee. Let’s say for example that a cupping professional scores a producer’s coffee 81 points based on their experience level. However, another cupper with more experience may score the same coffee 83 points. 

Ultimately, this has a significant impact on the price that the farmer receives. And considering that many smallholder farmers live below the poverty line, ensuring producers receive a fair price for their coffee is absolutely essential to the future of the industry.

Accounting for certification & origin

With the new Coffee Value Assessment, industry professionals will theoretically be able to take both a coffee’s physical and extrinsic attributes into account when determining overall quality. Furthermore, they will also be able to assess affective and descriptive characteristics, too.

Looking at extrinsic factors specifically, this new assessment category could have a major impact on how we perceive coffee quality. For instance, we may start to see certain producing countries – or even regions within these countries – emerge as more “boutique” origins with higher scores based on the Coffee Value Assessment.

Likewise, coffees with a number of certifications – including organic or even carbon neutral – could also receive higher overall scores, and further shape our perception of coffee quality.

With the SCA’s Coffee Value Assessment yet to be formally implemented, we’re yet to see exactly what the consequences will be. But there’s no doubt it will be a significant change to how we grade and assess coffee.

In theory, the new system will allow for more transparency about coffee quality and prices. Ideally, this will help producers to add more value to their coffee and access new markets.

Whether this works or not, a more open discussion about coffee quality, the language we use, and how we score it can certainly serve to push specialty coffee further in the right direction.

Enjoyed this? Then read our article on whether events can show small producers the value of specialty coffee.

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Thousands of people attend the expo every year, including roasters, producers, coffee equipment manufacturers, baristas, and coffee business owners. The event serves as a platform to bring coffee professionals together to forge new connections and partnerships – helping to drive the specialty coffee sector forward.

Read on to learn more about this year’s Specialty Coffee Expo, as well as key events and activities taking place at the three-day trade show. 

Check out the PDG Events Calendar here.

Competitions and awards programmes at Specialty Coffee Expo

Organised by the Specialty Coffee Association, the Specialty Coffee Expo is held in a different US city every year.

The 2023 expo will take place in Portland, Oregon – a city with a thriving specialty coffee culture. This dates back to the late 1990s when Stumptown Coffee Roasters first opened its roastery there.

The SCA describes the event as “the coffee professional’s one stop shop for everything they need to succeed in the coffee industry”. The expo allows a wide range of international coffee professionals and enthusiasts alike to network, build relationships, learn, and experience the latest innovations in the coffee sector.

Alongside an extensive trade show and exhibition, the 2023 Specialty Coffee Expo will also host several competitions and awards schemes.

The 2023 US Coffee Championships will take place at the event. These include the US Barista, Latte Art, Brewers Cup, Roaster, Coffee in Good Spirits, and Cup Tasters Championships. The six winners will go on to represent the US in their respective competitions, with the 2023 World Barista, Brewers Cup, and Cup Tasters Championships set to take place at World of Coffee Athens in June.

Every year, the Specialty Coffee Expo hosts the Best New Product and Coffee Design Awards. These two initiatives celebrate excellence and innovation in the global coffee industry. 

The Best New Product award honours new products which add value to the specialty coffee sector. The categories include:

• Coffee accessories
• Commercial coffee preparation and serving equipment
• Consumer coffee preparation and serving equipment
• Specialty coffee beverage additive
• Specialty non-coffee beverage standalone
• Open class (for products which don’t fit in any other category)

The Coffee Design Awards, meanwhile, celebrate some of the most innovative product and packaging designs. The three categories are branding, packaging, and spaces.

The winners of both awards will be announced and celebrated at the event.

Lectures, workshops & educational resources

Another key part of the Specialty Coffee Expo is disseminating and sharing the most recent findings in coffee research.

In partnership with the Coffee Knowledge Hub and Simonelli Group, this year’s event will feature more than 60 lectures which cover a diverse range of topics. 

There will also be a series of workshops which explore a variety of subject areas. Each hands-on workshop lasts between three and four hours, and includes a number of activities and discussion sessions.

The Coffee Science Foundation will display the latest coffee research at this year’s Specialty Coffee Expo. Featured topics will include sensory science, coffee genetics & breeding, market research, coffee quality & evaluations, and more. 

Posters will be displayed across all days of the event, and there will be an official Coffee Science Foundation Poster Session on Friday 21 April from 1pm to 3pm.

Who is attending this year’s Specialty Coffee Expo?

Specialty Coffee Expo is perhaps best known for its extensive trade show. This features a broad range of producers and co-operatives, roasters, importers and exporters, coffee shops, coffee equipment manufacturers, and more.

Some of the most prominent companies and brands in the global coffee sector will be in attendance, with many of them hosting their own booths.

Coffee equipment manufacturers

Many of the leading coffee equipment manufacturers and distributors will be at the 2023 Specialty Coffee Expo. This includes TORR Industries – a major supplier of bag, box, and pouch filling solutions for liquid products, including cold brew.

Tim Orr is the President of TORR Industries Inc.

“In line with the products we sell, we realised the need for a simple, fast, high-yield commercial cold brewing system,” he says. “This led us to develop the patented TORR HIVE BREW Cold Brew Coffee System. 

“The HIVEBREW can prepare cold brew in less than 40 minutes, and results in extraction yields of over 20%,” he adds. “This helps to retain coffee quality and flavour profile.”

The HIVEBREW is designed for coffee shops selling high volumes of cold brew products, and is available in 700, 2,000, and 5,000 gallon-capacity models. Water is dispensed from a reservoir through a dispersion plate into a hexagonal-shaped “cell”, with each model using either seven, 14, or 28 cells to extract cold brew.

Each hexagonal-shaped cell also contains a reusable, stainless steel filter, which can be removed for cleaning. Moreover, TORR’s cold brew system also allows the user to control water flow rate, and minimises agitation during extraction. 

Alongside the HIVEBREW, TORR will also be showcasing its automated pre-infuser and cell loader FUSION system at this year’s expo.

To learn more about TORR Industries’ HIVEBREW system, visit the website and stop by Booth 1800 at the Specialty Coffee Expo.

Producers and co-operatives

Some of the world’s most forward-thinking coffee producers and co-operatives will be in attendance at this year’s Specialty Coffee Expo.

This includes Sancoffee – a specialty coffee co-operative from Brazil, with a strong focus on direct trade relationships and environmental, social, and governance initiatives.

Fabricio Andrade is the CEO of Sancoffee.

“Coffee businesses have the opportunity to generate more value with their impact,” he says. “We always ask ourselves what our outcomes are, and we have the responsibility to actively share our impact value with our stakeholders and the wider community.

“Sancoffee releases a report every year to foster our impact-driven mindset,” he adds. “We want to encourage more people to work together to achieve sustainable results for the coffee industry.”

Sancoffee’s values stem from some of the challenges which coffee producers face today. The co-operative’s business model aims to consider the needs of all relevant stakeholders to support a more sustainable future for coffee production. This includes finding new ways to reduce environmental impact and to better support local coffee-producing communities.

Since 2019, Sancoffee has set social and environmental impact goals, and has also published an annual impact report which outlines some of its key achievements. The B Corp-certified company also runs a number of sustainable agricultural initiatives, such as the Bio Recovery Programme and a carbon neutral coffee scheme – and is one of the first carbon-neutral co-ops in Brazil.

To learn more about Sancoffee’s activities at Specialty Coffee Expo, as well as to arrange a meeting with the Sancoffee team, visit the website here.

Green coffee packaging solutions

Several prominent green and roasted coffee packaging companies will exhibit at the 2023 Specialty Coffee Expo, including Ecotact – a green coffee packaging supplier in the industry.

Hanuman Jain is the CEO and founder of Ecotact.

“We strive to create a better and more sustainable future for the coffee industry and beyond,” he says. “We are committed to revolutionising the coffee industry by providing hermetic packaging solutions that protect green coffee and ensure that farmers receive fair prices for their hard work.

“Ecotact promises to keep innovating in terms of providing sustainable packaging solutions which minimise our carbon footprint,” he adds. “We believe that sustainability and profitability can go hand-in-hand, and we are proud to be at the forefront of this movement.”

The company’s nine-layer hermetic packaging technology ensures that green coffee stays fresh during transit and storage. Ecotact’s product range is also largely both recyclable and reusable, helping to reduce its environmental impact.

At this year’s expo, Ecotact will be launching three new products. The Ecotact Biome Tray is designed to be used during cuppings and tastings, as well as displaying roasted coffee beans. The five-panelled Ecotact Penta Pak hermetic packaging is 100% recyclable and is designed to preserve coffee freshness and quality. Finally, the reusable Ecotact Farmer D’lite storage solution is designed specifically for producers to store parchment and green coffee.

To learn more about Ecotact’s green coffee packaging solutions, visit the website and stop by Booths 1401 & 1501 at the Specialty Coffee Expo.

Other companies at Specialty Coffee Expo

Alongside these brands, a number of other specialty coffee companies will exhibit at the event. These include:

• MTPak Coffee
• Ally Coffee
• Marco Beverage Systems
• AeroPress 
• Algrano
• Baratza
• Cimbali USA 
• Covoya Coffee
• Dalla Corte
• Guatemalan Coffees
• Mercon Specialty Coffee
• Rancilio Group North America
• Royal Coffee and The Crown: Royal Coffee Lab & Tasting Room
• Toddy
• Frank Buna
• Stronghold
• Sucafina
• Yara
• Cropster
• IMF

Roaster Village

Another major feature of Specialty Coffee Expo is the Roaster Village – a meeting hub for the thousands of producers, roasters, baristas, and green coffee traders in attendance.

This year, the Roaster Village will be located on the main show floor and will include exhibitors such as JNP Coffee, Café Granja La Esperanza, Cup of Excellence, Forest Coffee, Onyx Coffee Lab, and La Cabra.

Furthermore, the Roaster Village Hub will also feature live demonstrations and workshop sessions hosted by Sanremo Coffee Machines and Fiorenzato.

Green Coffee Buyers and Sellers Programme

For the second consecutive year, the Green Coffee Buyers and Sellers Programme will be held at the Specialty Coffee Expo. The overarching aim of the programme is to facilitate the sale of green coffee.

Registrants can use the Specialty Coffee Expo mobile app to connect with buyers and traders, with 20-minute meeting room slots available. Green coffee buyers and sellers of any size are welcome to register to the event.

Cupping Exchange

This year’s Cupping Exchange schedule includes some of the most well known green coffee traders in the industry, such as JNP Coffee, Guatemalan Coffees, Mercon Specialty, Café Imports, Algrano, Fairtrade International, and Trabocca.

The SCA will also launch the beta version of the Coffee Value Assessment at this year’s event. As a result of a project first launched in 2020, the organisation’s revised cupping protocol and form will allow industry professionals to record a wider range of information, as well as more relevant data, while cupping coffees.

Other activities & events

Across all three days of the expo, many companies and organisations will be hosting their own activities and events, with some of them taking place in the evenings. Some of these include:

• The Barista League Brewlywed Show on 22 April at 6pm local time
• The 2023 US Comandante Championship hosted at Proud Mary Coffee Roasters on 20 April at 5pm local time (one day prior to the expo)
• Proud Mary Coffee Roasters’ Deluxe Coffee Getdown event also on 20 April, which will feature a live DJ set
• Cup of Excellence Reunion on 21 April at 9:30am local time, as well as the Comandante x CoE x ACE Brewbar across all three days
• International Women’s Coffee Alliance Breakfast on 22 April – which will feature Elizabeth Nyamayaro, UN Special Advisor to the World Food Programme, as the keynote speaker

Please note that some events are invite-only and attendees may need to register beforehand, with some events possibly sold out.

For those attending this year’s Specialty Coffee Expo, there are plenty of events and activities to engage with – as well as opportunities to connect with other coffee professionals.

If you are taking part in the expo in any capacity, make sure to register and book for any events and activities prior to attending. 

To learn more about the Specialty Coffee Expo, visit the official website here.

Photo credits: Specialty Coffee Association, Skandia Shafer

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Please note: TORR Industries, Sancoffee, and Ecotact are sponsors of Perfect Daily Grind.

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Earlier this year, PRF El Salvador took place at the Salamanca Exhibition Centre in San Salvador. Alongside an extensive series of lectures, panel discussions, workshops, and cuppings, the event also hosted four competitions (including the first-ever Global Roasting Contest) and the inaugural Global Coffee Awards.

On 14 & 15 September 2023, PRF will return to the Plaza Mayor venue in Medellín, Colombia. The two-day forum will once again welcome thousands of industry professionals, including leading experts who will discuss some of the most pressing issues in the global coffee sector.

If you are interested in speaking at PRF, and you want to help drive green coffee sales in Colombia, then you can apply to be a speaker now!

Read on to learn more about the event, the responsibilities of being a speaker, and how you can apply.

Learn more about PRF Colombia here.

PRF returns to Colombia

PRF is an industry-leading event that attracts a wide range of coffee professionals from around the world – from producers and green coffee traders to roasters and baristas. 

The goal of PRF is to empower producers and drive green coffee sales in the host country, as well as championing Latin America as a global coffee knowledge hub. 

As part of this, the event serves as a platform to discuss the most important issues that the coffee industry faces today, as well as encouraging discussion on providing solutions. Furthermore, producers are at the forefront of these conversations – ensuring their voices and opinions are heard loud and clear.

So, why is PRF returning to Colombia?

Julio Guevara is the Director of PRF.

“In 2023, the second iteration of PRF Colombia is set to be the biggest and best event of its kind – an industry-leading coffee event that takes place in a producing country,” he explains. “Here, you’re able to simultaneously connect with industry leaders from Latin America and network with global professionals.”

Moreover, Colombia is the third-biggest coffee-producing country in the world, and has an outstanding reputation for producing high-quality arabica varieties – such as:

• Caturra
• Bourbon
• Typica
• Gesha

What will happen at PRF Colombia?

As with every previous PRF event, the two-day forum in Colombia will include guest speakers who will address thousands of international attendees. Speakers and lecturers will be able to share their knowledge, experiences, and visions for the future of the coffee industry – creating a platform for people to raise awareness about the issues which matter to them the most.

In addition to these talks, the forum will also feature panel discussions, workshops, and cuppings. 

“At this year’s PRF Colombia, we will have one speaker stage,” Julio says. “This is so we can host a more streamlined event and create more value for all attendees.

“Furthermore, throughout one day of the event, we will also be debuting a discussion-style stage format,” he adds. “A speaker or host will introduce a topic, which attendees can discuss in small groups, and then present their collective ideas to the audience.

“The aim is to encourage more dynamic discussion of some of the most pressing issues which the coffee industry faces – as well as providing potential solutions,” Julio continues.

Coffee competitions and awards at PRF Colombia

Alongside these thought-provoking speeches and discussions, PRF Colombia will host two high-level coffee competitions: the third Toddy Cold Brew Championship and the second Global Roasting Contest. Both competitions took place at PRF El Salvador, as well as the 2023 Salvadoran Barista Championship and Brewer’s Cup.

The format of the Global Roasting Contest is unprecedented in the coffee industry, with all attendees able to taste the competition coffees at the Brew Bar and vote for their favourite.

Finally, PRF Colombia will also host the second edition of the Global Coffee Awards – a new awards programme recognising and celebrating key innovators and leaders in the international coffee industry. 

At PRF El Salvador earlier this year, four judges selected winners across six categories:

• PRF El Salvador Product Excellence Award
• PRF El Salvador Product Innovation Award
• PRF El Salvador Iconic Design Award
• PRF El Salvador Best Booth Award
• Best Producer – Central America Award
• Best Roaster – Central America Award

Who can apply to become a speaker?

PRF aims to bring together leading coffee experts and professionals from all levels of the supply chain, with a specific focus on producers and roasters. However, all actors and stakeholders are welcome to apply.

“At this year’s forum, we’re calling for people who have attended previous PRF events to apply to become speakers,” Julio explains. “In previous years, our team has hand selected speakers, but at PRF Colombia, we invite people to rework their original lecture ideas in line with our vision for the event.

“We are also looking to deliver more value to local smallholder coffee producers,” he adds. “At last year’s event, we had an exceptional lineup of speakers who were from Colombia, as well as all over the world, so we want to retain this level of insight.”

Qualifications to apply

If you are an English or Spanish-speaking coffee professional in any capacity, you are eligible to apply to become a speaker at PRF Colombia. 

Applicants must have at least five years of experience in their respective fields, as well as some degree of experience in public speaking. Speakers will be expected to present for around 20 minutes.

More importantly, speakers need to offer a beneficial or educational experience to attendees. This can range from unique insight into upcoming industry trends to new ways of thinking about particular issues in the coffee sector, such as sustainability and market access.

Speeches at PRF events also focus on the specific needs of the host country, with the aim of delivering value for key industry stakeholders in the country – especially producers. 

In line with this, speeches should be tailored to an audience of Latin American coffee professionals – including roasters, green coffee traders, baristas, and coffee competitors. As such, we are specifically encouraging Colombian coffee professionals to apply.

At previous events, topics have included:

• Coffee quality control
• Emerging markets & origins
• Coffee consumption trends
• Women & gender equity in coffee
• The economics of green coffee trading 
• Sustainability, transparency & traceability in the supply chain
• Experimental processing methods & fermentation

However, alongside speeches and lectures, PRF also hosts panel discussions, workshops, and cupping sessions. Applicants are welcome to apply for these roles, too.

At PRF El Salvador, those in attendance included Martin Mayorga of Mayorga Coffee, World Barista Championship coach Federico Bolaños, and Diego Baraona of Los Pirineos Coffee Farm,.

Mayorga Coffee recently signed a groundbreaking, multi-year Diamond Sponsorship with PRF to champion Latin America as a leading coffee industry knowledge centre.

To watch speeches and panel discussions from PRF Colombia 2022, visit the PRF YouTube channel.

How can I apply?

If you’re interested in speaking at PRF Colombia, please apply by 31 July 2023. The event will take place on 14 & 15 September 2023, so speakers will be finalised long before that.

To apply, please fill out the speaker application form in English here and in Spanish here. The PRF team will carefully review and consider your application.

If successful, you will hear from PRF within a week of submitting your application. You will then be required to submit an image of yourself, as well as a short bio explaining your role in the industry and the insight you plan to provide at the event.

All speakers are granted two full-access tickets to PRF Colombia – one for themselves, and another for a partner or colleague. However, please note that speakers are responsible for their own travel and accommodation costs. 

PRF is returning to Colombia in September, and the 2023 edition of the event is set to be even bigger than last year’s. The two-day forum will take place on 14 & 15 September 2023 at the Plaza Mayor venue in Medellín, Colombia.

To find out more about tickets for the Sourcing Trip Experience, a separate package which also includes access to the two-day PRF event, you can find more information here.

You can also take a look at lectures and panels from PRF Colombia last year and learn more about PRF.

Apply to be a PRF El Salvador speaker by filling out this form in English or this form in Spanish.

Photo credits: Producer & Roaster Forum

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Fermentation in processing plays a key role to create these fruitier flavours. However, up until recently, little was known about how this happens.

Last month, Zurich University of Applied Sciences’ (ZHAW) Coffee Excellence Centre presented its study on fermented coffee flavours at the American Chemical Society Spring 2023 meeting. As part of its findings, ZHAW identified three chemical compounds which directly contribute to fruity flavours and aromas in fermented coffee.

Naturally, this raises a lot of questions. But one of the more prominent is how might this research influence coffee processing methods in the coming years?

You may also like our article on how controlled fermentation processing methods enhance coffee flavour and quality.

Why does fermentation make coffee taste more fruity?

As the specialty coffee market has grown and diversified over the past few years, so have processing methods, too. Recently, more and more farmers have started using controlled fermentation to enhance coffee quality and flavour.

Generally speaking, this is done in two main ways. These are anaerobic or aerobic fermentation (which are different due to the absence or presence of oxygen). The removal of or presence of oxygen triggers several chemical reactions which create various acids and alcohols. 

As a result, the sugars in the fruit of the coffee will break down over a prolonged period of time. This means the coffee will taste much sweeter and more complex, with more fruity and “winey” aromas and flavours.

We know that using particular yeasts and strains of bacteria during coffee fermentation can create specific sensory profiles. However, so far, there has been a somewhat limited understanding of which particular chemical compounds are responsible for creating certain flavours and aromas.

Looking at different processing methods

In its recent research, ZHAW outlined how it identified three distinct chemical compounds which create “the intense fruity flavour and the raspberry scent of a fermented coffee”.

Sasa Sestic is the founder and CEO of Project Origin in Australia, which helped to fund the research project. He also provided the coffee for the study: a green tip Gesha from Iris Estate in Panama, which Sasa co-owns with Jamison Savage.

“If we can understand how volatile compounds are formed at farm level, then we can understand how to highlight them through processing methods,” he says. “We unlock the potential to emphasise terroir with the support of science.”

A team led by Dr. Chahan Yeretzian, Head of the Coffee Excellence Centre, and Dr. Samo Smrke, Head of Coffee Transformation at the Coffee Excellence Centre, sorted the coffee into three different categories. These were according to processing method:

• Washed processing (producers remove all flesh and mucilage from the beans before drying) 
• Pulped natural carbonic maceration processing (producers remove skin of the fruit while pulp is left intact)
• Natural carbonic maceration

Similar to processes used in wine making, carbonic maceration has become more prominent in specialty coffee. For example, Sasa used a carbonic macerated Sudan Rume variety in his winning 2015 World Barista Championship routine.

The process involves placing cherries in sealed tanks and flushing them with carbon dioxide to remove any residual oxygen. Like other fermentation processing methods, carbonic maceration often results in more bright, wine-like, and fruity flavours.

Analysing different coffees

As part of the study, each coffee was brewed the same way. In order to analyse the aroma of all samples, ZHAW used a process known as gas chromatography-olfactometry (GC-O).

This is when scientists uses a gas chromatograph to separate individual components of a mixture or substance. They then pass through a mass spectrometer to identify each individual component.

Following this, human assessors were then asked to describe any aromas they could pick up on.

Chahan and Samo explain why this type of analysis was also used in conjunction with gas chromatography.

“We saw descriptors, such as ‘extremely sweet’, ‘crazy like strawberry’, and ‘artificially sweet’,” they say. “All the panellists were able to point out this characteristic in the carbonic macerated coffee. 

“However, when examining the mass spectrometry data of the same coffee, at the exact same time and position in the chromatogram as panellists detected this unique and strong aroma, we were not able to detect compounds that could be attributed to those flavours,” they add.

“This confirms what flavour scientists have known since long: our nose outperforms even the best instrument on some of these low-threshold aroma active compounds that are so important to our understanding of the flavours we perceive,” Chahan and Samo continue.

Could research influence more producers to standardise processing techniques?

The results of ZHAW’s study concluded that six chemical compounds are responsible for fruity aromas and flavours in fermented coffee. However, the researchers stated that they were only able to identify three of them:

• 2-methylpropanal
• 3-methylbutanal
• Ethyl 3-methylbutanoate

“One very intense fruity smelling compound, ethyl 3-methylbutanoate, stood out in the natural carbonic macerated coffee,” Chahan and Samo say. “It was found to be 125-times more abundant than in the washed coffee.”

It’s important to note scientists involved in the study emphasise that further research is necessary to identify the other three compounds. Moreover, we also need to know how these compounds are formed in the first place.

Farmers have been using particular yeasts, bacteria, and microorganisms during processing to control and enhance coffee flavour for some time now. But at the same time, this is clear evidence that specific chemical compounds result in the more characteristic fruity flavours we associate with experimentally processed coffees.

Ultimately, this leads us to several important questions. Arguably, however, the most important is if we know which compounds cause certain flavours, what does this mean for farmers? 

Could producers develop and use more standardised processing methods? And would this be especially apparent with processing methods that result in more targeted and specific flavour profiles?

A question of value addition

Once producers know which specific compounds cause certain flavours, they can potentially process coffee with more intent and control. In turn, they can target particular sensory profiles. Eventually, this could lead to producing experimentally processed coffee on a larger scale – potentially allowing producers to add more value to their coffee.

“We first need to know how much potential a coffee has in the first place, in terms of flavour profile and volatile compounds,” Sasa says. “Then, through processing, we can determine how the amount of more desirable volatile compounds can be increased, so we can experience new flavours and aromas.”

Chahan and Samo agree, saying: “The practical implication of our study is that it provides farmers with new ways to improve the quality and quantity of fruity notes through post-harvest processing. 

“This may eventually also help producers in a fast-growing market of fermented coffee to take more informed positions, as allegations on coffees ‘infused’ with fruit are surfacing,” they add.

The other side of the coin

However, with this in mind, we also need to acknowledge that not all coffee farmers have the ability to try fermentation and other experimental processing methods. These processing techniques often require significant upfront investment and specialist equipment which some producers may not have access to.

Moreover, for many smallholder farmers, the risks of such experimental processing methods may outweigh the benefits. Although these coffees can sometimes result in higher prices, they are typically more expensive to produce than more “traditional” processed coffees.

Similarly, without proper quality control protocols in place, producers may end up creating less desirable sensory profiles of fermented coffee – such as sour, overly fermented, or rancid flavours.

Although experimentally processed coffees are certainly becoming more popular, they only represent a fraction of the wider coffee market. 

However, that’s not to say that research like this doesn’t benefit farmers who produce these kinds of coffees. In fact, with further studies conducted in the future, it could be possible to create more “accessible” experimental processing methods – just as long as farmers have access to the right infrastructure and support.

Enjoyed this? Then read our article on how microorganisms affect fermentation and the sensory profile of coffee.

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But beyond the coffee sector, wider interest in the World Barista Championship seems to have grown in recent months. For instance, the upcoming Road to Milan docuseries – which follows Onyx Coffee Lab’s Andrea Allen training for the 2021 WBC – recently won the Best Series Award at the 2023 Oregon Documentary Film Festival. 

Moreover, the series has also been selected for the 2023 New York City Independent Film Festival. Clearly, industries and stakeholders beyond specialty coffee are starting to take notice.

This leads us to a pertinent question: is the World Barista Championship becoming more mainstream? And if so, what does it mean for specialty coffee?

You may also like our article on whether the World Barista Championship should be in Spanish.

Are more people learning about coffee competitions?

Interest in specialty coffee has certainly been growing among the wider population over the past decade or so. Today, more and more people are drinking specialty coffee in many countries around the world. 

There is also plenty of discussion about the upcoming The Road to Milan docuseries. The documentary focuses on Onyx Coffee Lab co-founder Andrea Allen’s journey to the 2021 WBC. 

Presented by Pacific Food Barista Series and produced by Seattle studio Wildly, the series follows Andrea over three years as she trained and competed at the 2021 US Barista Championships, earning herself a spot in the 2021 World Barista Championships in Milan where she placed second.

Making The Road to Milan

Nils Clauson is one of the co-founders of Wildly.

“The Road to Milan is the culmination of three years documenting Andrea Allen’s journey in an effort to become a leading world barista,” he says. “When we first met the Allens, we immediately saw that they lived by their core: ‘Never Settle for Good Enough’.

“We tried to bring that same essence to every element of our filmmaking process,” he adds. “Whether it was the in-your-face, pressure-filled experiences like barista competitions or the slower, at-home sequences with family and friends in Arkansas, we wanted to push it.”

Andrea Allen co-founded Onyx Coffee Lab in Arkansas, US with her husband Jon Allen.

“During editing, we kept asking each other, ‘who is this film for?’,” she says. “We agreed that we wanted The Road to Milan to be for folks outside of the specialty coffee industry.

“Our industry is incredible, but also small, and many coffee professionals already know much of the story that’s being told,” she adds. “So Wildly added in headings and chronologies about the competitions, as well as explanations about what the WBC is.

“The goal is that you can watch The Road to Milan without knowing anything about coffee competitions, so that any limited knowledge isn’t a barrier to enjoying the story,” Andrea continues.

The documentary is not yet available for public viewing. However, it has been receiving significant recognition on the US film festival circuit. At the spring 2023 Oregon Documentary Film Festival, The Road to Milan won the Best Series Award. And as mentioned earlier, the docuseries is also up for selection at the 2023 New York Independent Film Festival.

Other documentaries and media about the WBC

Although The Road to Milan will certainly mean further recognition for high-level coffee competitions, it is not the first piece of media beyond the industry to shine a spotlight on the WBC.

In 2016, The Coffee Man documentary was released – a film about 2015 World Barista Champion Sasa Sestic. The documentary has since been screened in more than 55 countries and translated into 12 languages.

A year later, a Business Insider article covered 2017 US Barista Champion Kyle Ramage’s routine. During his winning performance, Kyle used dry ice to freeze his roasted coffee. Kyle explained this helped to increase the sweetness and flavour clarity of his coffee.

In 2020 USA Today documented Samantha Spillman’s journey from winning the 2019 US Barista Championship to competing at the WBC in Boston, Massachusetts the same year. 

Furthermore, earlier this month, the official trailer for the upcoming film Coffee Wars was released. The feature film follows the story of a fictional vegan coffee shop owner who decides to take part in the WBC using only plant-based milks. 

This film even echoes specific events we’re seeing in the specialty coffee sector. After a push from the community for the WBC to be more inclusive, the Specialty Coffee Association updated the rules and regulations for the 2023 World Barista Championship in December 2022. As a result, competitors can now use plant milks in the milk beverage course.

Altogether, this is evidence that over the last seven or so years, the profile of the WBC has steadily grown and drawn in interest from beyond the specialty coffee sector.

So how prominent can we expect the WBC to become?

While awareness has been growing in recent years, it’s important to remember that specialty coffee only makes up a small part of the wider industry. It is also (by its very nature) exclusive. Roasters market specialty coffee as a “superior” product, and it thereby comes with a higher price tag. 

This, in turn, means that the discussions about real innovation at the highest level aren’t prominent, widely discussed, or accessible for most of the world’s coffee drinkers. For instance, this includes experimental new processing methods, emerging technologies for espresso extraction, and so on.

The same goes for high-level competitions like the World Barista Championship. Although it’s well known and highly regarded in the specialty coffee sector, the WBC isn’t common knowledge for people outside the industry.

We may certainly see some growth. However, this does mean there could effectively be a ceiling on how prominent coffee competitions could become.

In some parts of the world, the role of the barista is sometimes not taken seriously as a career path – despite the wide range of soft and hard skills that the position requires. Some coffee shop customers may not consider the barista position to be especially skilled or nuanced, or appreciate how hard baristas have to work.

Changing perceptions?

However, with films and documentaries like The Coffee Man, The Road to Milan, and Coffee Wars improving awareness about the WBC, we could also see greater recognition for the role of the barista as a result.

“So often when we talk about [The Road to Milan], folks ask us, ‘You’re following who? Baristas compete internationally? Are you joking?’,” Nils says. “So one of the toughest challenges for the series was framing barista competitions for viewers who had never experienced them.

“Our hope is that the series allows new communities to engage with coffee competitions, as well as specialty coffee in general,” he adds.

Andrea agrees, saying: “While I do think that this film could make coffee competitions more mainstream, I think it’s really a story about a journey and growth – as well as the community along the way.”

As we see the WBC become more mainstream and recognition start to broaden, it’s also worth speculating on what this might mean for the long-term future of the competition.

Making more people aware of high-level coffee competitions, and therefore the extent of specialty coffee consumption, can only be a good thing. But at the same time, bringing in a bigger audience isn’t always as simple as it might sound on paper. Only time will tell.

Enjoyed this? Then read our article on what the new plant milk rule will mean for the World Barista Championship.

Photo credits: World Coffee Events, Nils Clauson, Curran Ferrey

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Alongside a series of engaging lectures, panel discussions, and workshops, PRF El Salvador also hosted four competitions. These included the 2023 Salvadoran Barista Championship and Brewers Cup, as well as the second instalment of the Toddy Cold Brew Coffee Championship and the inaugural Global Roasting Contest.

Moreover, PRF El Salvador was also the stage for the first-ever edition of the Global Coffee Awards: a new industry awards programme recognising excellence and innovation in the coffee sector.

Read on to find out what happened at PRF El Salvador this year.

Learn more about PRF El Salvador here.

Bridging the gap between producers and roasters

PRF is a world-leading coffee event, each edition of which takes place in a coffee-producing country in Latin America. Its aim is to drive green coffee sales and highlight Latin America as a leading international knowledge centre for the coffee industry.

At the beginning of PRF El Salvador, Henry Wilson, founder and CEO of PDG Global, welcomed attendees to the two-day forum. He spoke about the importance of holding world-class coffee events at origin.

“It is a real privilege to host an event like this in El Salvador,” Henry said in his speech. “Each year PRF has grown and grown, with the vision of connecting and building meaningful business relationships between the most important stakeholders in the coffee industry.

“We were delighted to see people travelling from Honduras, Guatemala, Colombia, the UK, Serbia, China, the US – people from over 70 countries are attending,” he added.

Lectures & panels

Over both days, as well as an extensive trade show, there was also a series of lectures featuring some of the leading experts in the coffee industry. These included:

• It’s time to change the standards for how we market and sell coffee (Martin Mayorga of PRF Diamond Sponsor Mayorga Coffee)
• Circular economy: Implementing scalable coffee packaging solutions (Mark Zhou of PRF Gold Sponsor MTPak Coffee)
• Curating green coffee: Matching production with consumption (Bram De Hoog of PRF Bronze Sponsor Ally Coffee)

Alongside insightful lectures, PRF El Salvador also hosted several panel discussions over the two days, which included:

• Winning the World Barista Championship with WBC coach Federico Bolaños, Carlos Pola of Finca San Antonio & Las Brisas, and 2011 World Barista Champion Alejandro Méndez as panellists
• The role of women in the Salvadoran coffee sector which featured María Pacas of Café Pacas, María Elena Botto of IWCA El Salvador, and Ana María Schmidt of Finca Montealegre
• How can we make specialty coffee less elitist? with Jonathan Moral of Café de Finca, Ingrid Olivo of Finca Montagu, and Rodrigo Giammattei of Café Caté

Workshops and cuppings

PRF El Salvador also included a number of workshops and cuppings across both days.

The workshops covered a wide range of topics and were hosted by renowned coffee professionals, including:

• World Barista Championship: How to develop your drinks & routine led by 2017 World Barista Champion Dale Harris
• How can we make sample roasting more relevant to producers hosted by ONA Coffee’s Sam Corra
• Educational roundtable for Mayorga Scholarship recipients (Becados) led by Martin Mayorga

Martin Mayorga is the CEO and founder of Mayorga Coffee, PRF Diamond Sponsor.

“One of the things that PRF is built around is including producers in the conversation,” he says. “But it’s not always realistic for producers to be able to afford the logistics, the meals, and the hotels to come to these events. 

“The Mayorga scholarship really allows them to join the conversation, which is critical to the future of coffee,” he adds.

Cupping sessions at PRF El Salvador, which were sponsored by Official Water and Cupping Sponsor BWT water+more, were run by some of the most innovative farmers and traders in Latin America, including:

• Café de El Salvador
• Café Pacas
• Finca Santa Matilde
• Café Tuxpal

BWT water+more also provided all of the water used to brew coffee at both the Espresso Bar (sponsored by Mixing Group) and the Brew Bar (sponsored by Pirómano Coffee Roasters).

Competitions at PRF El Salvador

This year’s forum hosted several prominent coffee competitions. In partnership with Café de El Salvador, PRF held the 2023 Salvadoran Barista Championship and Brewer’s Cup. This is the first-ever PRF event to host official national coffee championships.

Across both days, competitors received support from 2017 World Barista Champion Dale Harris and 2017 Australian Brewers Cup champion Sam Corra.

On the second day of the event, Carlos Cubias was announced as the 2023 Salvadoran Barista Champion. Alejandro Méndez also placed first at the 2023 Salvadoran Brewers Cup. Both competitors will go on to represent El Salvador at the World Coffee Championships in June later this year.

Furthermore, alongside the two national coffee championships, PRF El Salvador also hosted two more competitions. These were the second edition of the Toddy Cold Brew Coffee Championship and the first-ever Global Roasting Contest.

Toddy Cold Brew Coffee Championship

First held at PRF Colombia in 2022, the Toddy Cold Brew Coffee Championship took place over both days at this year’s event. Hosted in partnership with the official Cold Brew and Cold Brew Bar Sponsor Toddy, on day one, competitors prepared their cold brew and were scored by a panel of technical judges.

On day two, competitors presented their drinks in three formats:

• Pure concentrate (minimum 30ml)
• Diluted concentrate (minimum 30ml, ratio at competitor’s discretion)
• Designer non-alcoholic drink (must contain competitor’s concentrate)

The winners of the 2023 Toddy Cold Brew Coffee Championship were Juan Aristizabal from Colombia and Julia Dziadevych from Ukraine.

Global Roasting Contest

For the first time ever, PRF also hosted the groundbreaking Global Roasting Contest. Its unique judging format is unprecedented in the global coffee industry – allowing all event attendees the chance to engage and take part in the competition.

Julio Guevara is the Director at PRF.

“We want to highlight the importance of sample roasting – a skill that almost everyone working with green coffee needs to learn, including producers, Q-graders, exporters, importers, and roasters,” he says.

On the first day of the event, all competitors had 30 minutes to roast one 500g sample of green coffee supplied by official roasting sponsor !FEST Coffee Mission. Eduardo Choza, Director of Coffee at Mayorga Coffee, also mentored and provided support to participants.

On 17 March, three judges selected the four highest-scoring samples to proceed to the next round. These four coffees were then served on the Brew Bar.

As part of the competition’s unique final assessment round, all PRF attendees were invited to taste all four samples at the Brew Bar and cast their votes.

The winner of the first-ever Global Roasting Contest, who received an Aillio Bullet Roaster R1 V2, was Shaun Aupiais from South Africa.

The inaugural Global Coffee Awards

Finally, this year’s event in El Salvador also hosted the Global Coffee Awards – a new awards programme recognising and celebrating key innovators and leaders in the international coffee industry.

As part of the first edition of the Global Coffee Awards, four judges evaluated entries over a number of categories and selected a winner for each. This year’s judges included María Pacas, Dale Harris, Nicole Battefeld-Montgomery, and Tony Dreyfuss.

The winners of the PRF El Salvador Global Coffee Awards 2023 are:

• PRF El Salvador Product Excellence Award: ECO-washer 1500 by Penagos
• PRF El Salvador Product Innovation Award: The Link by Nucleus Coffee Tools
• PRF El Salvador Iconic Design Award: The Bullet R1 V2 by Aillio
• PRF El Salvador Best Booth Award: Café L’Étranger
• Best Producer – Central America Award: Los Pirineos Coffee Farm
• Best Roaster – Central America Award: Pirómano Coffee Roasters

The awards ceremony took place on the second day of the forum in the dedicated Competition Zone. Each winner received a digital and printed certificate outlining their respective award.

Following the success of PRF El Salvador, the event will return to Colombia later this year. On 14 and 15 September 2023, PRF Colombia will take place at Plaza Mayor in Medellín, and is expected to welcome thousands of international attendees once more.

To find out more about tickets for the Sourcing Trip Experience in Colombia, a separate package which also includes a ticket to the two-day PRF event, find more information here.

You can stay up to date with all announcements for PRF Colombia here, or by subscribing to the newsletter here.

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Schultz’s expected appearance at the hearing follows a near 18-month saga regarding unionisation among Starbucks’ baristas. In December 2021, a Starbucks in Buffalo, New York voted to become the company’s first-ever unionised store in the US.

“In America, workers have the constitutional right to organise unions and engage in collective bargaining to improve their wages and working conditions,” US Senator Bernie Sanders said in a press release. “Unfortunately Starbucks, under Mr. Schultz’s leadership, has done everything possible to prevent that from happening.”

Moreover, following the mass unionisation wave across Starbucks’ US stores, we have also seen baristas vote to unionise at several specialty coffee companies in the US. These include Peet’s Coffee, Intelligentsia, and Colectivo Coffee, to name a few.

So, how could this barista unionisation affect the future of the specialty coffee industry? Read on to learn more.

You may also like our article on career progression for specialty coffee baristas.

Why are Starbucks employees unionising in the US?

At present, around 262 Starbucks stores have voted to unionise in the US, with 32 more locations awaiting or contesting the outcomes of their vote.

However, despite this recent wave of unionisation at Starbucks, the chain’s workers have a history of voting to unionise in the US. Moreover, some stores in Canada, Chile, and New Zealand have also unionised.

In 1985, employees at the Seattle roastery and warehouse, as well as workers at some of the city’s coffee shops, first voted to unionise with the United Food and Commercial Workers (UFCW) Local 1001. As a result, unionised part-time workers received a number of contractual benefits, including health care coverage and paid holiday leave.

In an attempt to create backlash, Schultz – who first became president of Starbucks in 1987 – agreed to expand these contract benefits to include employees from 11 other stores in the area. Schultz expected workers to shun unionisation, but his move had the opposite effect, with more people deciding to join.

However, in 1987, following alleged complaints from employees, the union was decertified. Schultz claimed that the company had no involvement, but some employees stated that Starbucks’ management team had filed to decertify, as well as hiring “anti-union” workers and lawyers to assist with their efforts.

In 2004, Industrial Workers of the World (IWW) also led the “Starbucks Workers Union” campaign in a number of major US cities, including Chicago and New York City. Although the campaign was unsuccessful, the National Labor Relations Board found that Starbucks committed 30 labour law violations. These included unlawful surveillance and interrogation of its workers, illegally firing those involved in unionisation efforts, and prohibiting employees from talking about union campaigns while at work.

A new wave of unionisation

It’s been impossible to ignore the prolific number of US Starbucks stores voting to unionise in recent months. Pro-union workers have not been shy about these efforts. Most notably, in July 2022, employees at a store in Boston, Massachusetts went on strike for 64 consecutive days – the longest-ever action taken against the company.

Similarly, Starbucks has not tried to hide the fact that as a brand, it is opposed to these unionisation efforts.

“The history of Starbucks has been that we have been a compassionate company,” Schultz said in an interview with CNN in early 2023. “The union issue is one of many issues that Starbucks faces.

“I recognise that Starbucks partners [which is how the company refers to its employees] have the right to unionise, but we have a right as a company to create the vision for the company, which the large, vast majority of Starbucks partners embrace,” he said.

The reasons for this recent surge in unionisation are complex – and also unique to each Starbucks employee and location. However, as just one example of many, in an open letter to then-CEO Kevin Johnson, workers at the first-ever unionised store in Buffalo, New York stated that forming a union was “the best way to contribute meaningfully to our partnership with the company”. 

However, in an interview with the Guardian in August 2021, founding member of Starbucks Workers United Alexis Rizzo said that a number of problems led to the decision to unionise. These include chronic understaffing and lack of communication between employees and management, with other stores claiming stagnant wage growth and unsafe working conditions.

Unionisation in the specialty coffee sector

Alongside this widespread unionisation push from Starbucks employees, workers at smaller specialty coffee companies have been following suit.

However, barista unionisation in specialty coffee isn’t a new phenomena. In 2018, Workers United helped employees at Gimme! Coffee in New York to form their own union, while Michigan’s Mighty Good Coffee filed for a union election the same year.

In March 2022, Wisconsin roaster Colectivo Coffee became the largest unionised workforce at a coffee company in the US. Colectivo management had previously filed to review the decision in 2021, and published an open letter which stated its “disappointment” with the move, but promised to “respect the rules and bargain in good faith”.

Similarly, in August 2022, baristas at five Chicago, Illinois Intelligentsia stores voted to unionise – stating that the move will allow them to have more of a say in their contractual terms. Moreover, in January 2023, workers at a Davis, California Peet’s Coffee store became the first in the company to unionise – notably with the support of Starbucks Workers United.

So, what does this mean for specialty coffee?

Employees decide to unionise for many reasons. However, the ultimate goal of joining a union is to use collective bargaining power to improve working conditions and terms. These can include, but aren’t limited to, greater income stability, a safer working environment, and being able to negotiate employment benefits.

It’s clearly understandable that some baristas want – and feel like they need to have – this bargaining power. It’s fair to say that baristas are some of the most vulnerable professionals to the instability of the coffee industry, especially in terms of pay.

In many major cities around the world, the cost of living is too high for a standard barista salary. Furthermore, the effects of the pandemic have also exacerbated chronic issues within the hospitality industry – including high rates of staff turnover.

Similarly, Covid-19 had a huge impact on the wellbeing and mental health of specialty coffee baristas. Many claimed that providing excellent customer service required more physical and emotional effort than ever before, with some baristas feeling socially drained, anxious, or even depressed.

Looking to the future

These problems exacerbate already existing issues in the specialty coffee sector, mainly that some baristas don’t feel satisfied with their job roles.

Ultimately, this raises an important point: coffee professionals in management or executive positions can improve this situation by actively considering employees’ needs. Alongside this, specialty coffee companies must engage in open dialogue with baristas – especially those who have issues with their working conditions.

By doing so, there can be more open communication, and employees will therefore feel more valued.

In recent years, it’s evident that baristas have reflected more and more on their working conditions, and many are now deciding to take action. A big part of this movement in specialty coffee and beyond revolves around barista unionisation, and the potential benefits of joining a union.

Opinions remain divided on barista unionisation in the specialty coffee industry. However, whether you agree or disagree, it’s imperative that those in senior or managerial positions understand why this is happening – and know how to respond in a constructive and open manner.

Enjoyed this? Then read our article on looking out for barista wellbeing after Covid-19.

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