The first to answer some questions is Massimiliano Scala, Head of Marketing at Kimbo.

Today, how much is specialty of interest to the end consumer? And in perspective, how much and how can this market grow? And if so, in what form (single origin or blend, light or dark roast, with what prevailing aromatic notes).

“In Italy it’s not a big thing, actually, but it’s starting to attract the attention of more sophisticated consumers, people who love to explore new flavors and try new experiences. This trend has come from international markets and has been fueled by the increasing globalization of consumption. Today, we believe that the single-origin specialty proposal should be flanked by a “more democratic” product with a smoother, less segmenting taste profile, and also better suited to the palate of Italian consumers accustomed to drinking espresso. We therefore believe that proposing specialty coffee blends to the consumer can add value.”

What channel do specialty sales in the Italian and foreign markets focus on?

“The trend initially emerged in the out-of-home market, in the specialty coffee shops. Initially favoured by direct sales at points of consumption, the phenomenon quickly shifted to the home and then accelerated with the growth of quality distribution and web-based sales. In Italy, this trend is mainly confined to the online market and the few specialty coffee shops in the country.”

The speciality lines of a more commercial brand often enter restaurants and bakeries of a certain level.

But are specialised coffee shops or large-scale retail trade still not very interested, or do you think you can penetrate these two targets as well, at least in those countries like Japan and China where Italian coffee brands, speciality and alternative extractions, are very attractive?

“We have not yet taken the decision to launch the Sapiente line in physical retail outlets or specialised coffee shops in Italy.

Instead, the international launch strategy will be adapted to the individual markets in which we operate. The business will initially be launched in the UK and US, where it will be primarily driven by online channels, complemented by our strongest out-of-home consumption points. We believe that, at an international level, the proposal of speciality blends rather than single-origins will provide our offer with a certain distinctiveness in comparison to the rest of the speciality market. Also, we want to enhance the art of blending, which is an all-Italian tradition.”

Same question to Julius Meinl, answered by Andreea Postolache, global sales director at Julius Meinl.

How interested is the end consumer in specialty coffee today? And looking ahead, how much and in what ways can this market grow?

“At Julius Meinl, we are witnessing a growing interest in specialty coffee among end consumers. What makes coffee truly special is the diversity of experiences it offers – from distinctive flavour notes to complex aftertastes. Consumers are increasingly curious about these nuances and are becoming more engaged with the craftsmanship behind an exceptional cup.

As a roaster, we consider numerous factors to deliver premium experiences – from bean origin, altitude, varietal and processing method to blend ratios and roast profiles. It’s encouraging to see that consumers are becoming as passionate about these details as we are.

We are dedicated to premium coffee experiences as specialty, which, due to its processing, absence of defects, and aromatic complexity, is one of the most complete coffee experiences. We do offer limited edition specialty coffees in our HoReCa portfolio. Education remains a key growth driver – through SCA-certified training at our global facilities, we empower customers to engage consumers with knowledge of origin, sensory skills, and the stories behind specialty coffee. This fosters appreciation, curiosity and lasting connections with coffee culture.”

In both the Italian and international markets, through which channels are specialty coffee sales primarily concentrated?

“In both Italy and across key European markets, specialty coffee consumption is primarily driven by smaller, independent coffee shops. These venues are often the first to adopt and promote specialty offerings, with a tighter but more engaged circle of repeat customers who actively seek curated flavour profiles and innovative brewing methods. We also see smaller coffee shops that may not define themselves as purely specialty but are looking to attract a segment of their customers who are curious about specialty coffee. These businesses often serve specialty options alongside more traditional blends, positioning them as a novelty or premium add-on to broaden their appeal.

Outside the independent café segment, we see growing interest from high-end gastronomy – restaurants, boutique hotels, and patisseries – that wish to elevate their coffee experience. E-commerce has also become an emerging channel for specialty coffee sales, particularly among younger consumers who prefer to explore premium coffee at home.

Specialty lines from more commercial brands often make their way into high-end restaurants and patisseries. However, specialised coffee shops and the mass retail (GDO) sector still seem relatively uninterested.”

Do you believe you can also reach these two segments – at least in countries like Japan and China, where Italian coffee brands, specialty products, and alternative brewing methods are particularly appealing?

“We agree that the Italian retail is really far from specialty coffee today. By we think that reaching these segments is not only possible, but already in motion. Julius Meinl has a dedicated subsidiary based in Shanghai, China, which allows us to stay close to market dynamics and build strong, local partnerships. Our Viennese heritage, commitment to quality, and continued focus on innovation resonate strongly with consumers in markets like China, where there is a deep appreciation for both tradition and craftsmanship.”

And Federica Trombetta, Head of Marketing & Online Operations, joins the discussion on speciality coffee.

How interested is the end consumer in specialty coffee today? And looking ahead, how much and in what ways can this market grow?

“I believe the specialty coffee market is destined to grow. In recent years, the price of coffee has seen significant increases, leading the end consumer to place more value on the raw material—and, as a result, on their daily experience, such as breakfast. From this perspective, clearly communicating within one’s coffee shop that a single-origin or specialty blend is being served will certainly become a competitive advantage for the barista 2.0.

We work with many international clients, and in particular, we receive very clear feedback from our London branch: outside of Italy, this approach is already a reality. The world of specialty coffee is evolving, with coffee shop chains offering specialty (or pseudo-specialty) coffee as a way to stand out, add value, and deliver a different kind of customer experience.

Single-origin coffee is undoubtedly fascinating, but perhaps still too complex for the general public to fully grasp. A well-crafted blend, on the other hand, can appeal to a wider audience, offering both quality and consistency.

At Costadoro, we are closely observing this trend and evaluating how to embrace it in line with our methods and timing, with the goal of offering a product that is unique yet accessible—a luxury for everyone.”

In both the Italian and international markets, through which channels are specialty coffee sales primarily concentrated?

“Sales of specialty coffee, both in Italy and abroad, are primarily concentrated in the Ho.Re.Ca. channel, where there is already a strong sensitivity to quality and the overall consumption experience. It is within this context that we find the most attentive partners, capable of truly enhancing the value of the product.

As I mentioned earlier, many of our specialty coffees—especially the 1 kg formats—are destined for our clients in the United Kingdom, a market where the specialty coffee culture is significantly more mature than in Italy. In this scenario, the roast is typically slightly lighter than what we are traditionally used to. This requires even greater care throughout the production process, especially considering we start with an already excellent raw material.

At Costadoro, regardless of whether the coffee is specialty or not, we always treat it with respect and ensure precise roasting to avoid any burning. Our goal is to highlight each origin and craft blends with unique flavor profiles, capable of offering a distinctive sensory experience.

We are also beginning to explore how to bring these products closer to the general public, thanks in part to new partnerships currently in development. It’s still an early-stage project, but it represents an important step in making the world of specialty coffee a “luxury for everyone.”

Do you believe you can also reach these two segments – at least in countries like Japan and China, where Italian coffee brands, specialty products, and alternative brewing methods are particularly appealing?

“We believe that for companies like ours—industrialized artisans—entering the world of specialty coffee is not only possible, but also essential. We have a solid structure, state-of-the-art equipment, and one of the most advanced R&D departments in the market. These are elements that passionate micro-roasters often lack, as they are more limited in terms of production capacity and large-scale quality control.

It’s true, as the question suggests, that many specialized coffee shops still struggle to fully understand the added value of specialty coffee—perhaps because they focus more on the price than on the origin and sensory quality. However, the current momentum in the coffee world and the rising prices of raw materials—which are now largely beyond control—are pushing consumers to better understand what they are drinking. This growing awareness is also encouraging cafés to rethink their offerings with a greater emphasis on quality.

As for large-scale retail (GDO), it’s certainly a more complex market for specialty coffee—mainly due to shelf life and the challenge of ensuring that the consumer finds a “freshly roasted” product on the shelf. That said, we believe there will be space in the future for specialty or single-origin projects even in the Italian GDO market.

Alternative brewing methods represent another interesting area, especially for coffee shops that aim to offer a true tasting experience. These methods are still underdeveloped, mainly because they require more time, training, and operational effort. However, for those who genuinely want to tell the story of a specialty coffee, they are among the most effective ways to highlight its quality and unique sensory characteristics.”

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“RAW WINE unites people who live for origin, craft, and authenticity,” said Alejandro Carvallo, CEO of Café Unido. “These are the same people who teach others what to drink and set the tone for the industry. For us, there’s no better place to show why Panama Geisha is so unique — its fragrance, its volcanic terroir, its complexity. We came to RAW WINE to give that community the same emotional connection to coffee that they already have with natural wine.”

Award-Winning Fermentation and Terroir

Café Unido highlighted the volcanic slopes of Volcán Barú, home to both Ninety Plus and Janson farms.

• Ninety Plus Perci & Tigre Geishas – celebrated for floral complexity and layered fermentation.
• Batch 23186 – the lot that placed #2 at the 2024 World Brewers Cup in Athens, crafted using the Criolic Folio process, a cold fermentation of whole cherries infused with Geisha coffee leaves and submerged in the Blue River at Ninety Plus Gesha Estates. The result: sweet Meyer lemon acidity, honey-peach notes, and a delicate mouthfeel.
• Janson Family Natural Geisha – a pure reference of the Geisha profile, offering clear contrast to the fermented lots, a comparison that resonated with the wine trade.

Education Meets Experience

Café Unido also launched its Coffee Handbook for Wine Professionals, the first guide comparing grape and coffee production, helping sommeliers understand coffee terroir. Copies were distributed free to attendees.

The event also marked the debut of Café Unido’s premium coffee-cart service, featuring dual La Marzocco machines, Mahlkönig grinders, and a Geisha pour-over bar, soon available for events across Washington, D.C.

About Café Unido

Founded in Panama City, Café Unido showcases Panama’s finest origins through responsible sourcing and precision roasting. In the U.S., Café Unido operates cafés in Washington, D.C. (Union Market and Shaw), and a local roastery serving both retail and wholesale clients.

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Marus is one coffee shop around 100 square meters, one coffee roastery around 2000 square meters, and a training center around 350 square meters. They do a lot different trainings in our place, as his founder says himself.

What is the specialty coffee market like in China? Are the younger generations showing more interest?

Can a business that focuses solely on specialty (rather than food and trendy milk-based recipes) survive economically in this country, which is typically associated with tea?

“Over the past decade, China’s coffee market has entered a phase of extremely rapid development. Chinese consumers have gradually shifted from bubble tea to coffee: more and more consumers have become genuine coffee drinkers, and a growing number of people are willing to try both commercial coffee and specialty coffee.

This trend is particularly evident among the two younger generations – the post-90s and post-00s. Thanks to China’s traditional tea culture, coffee beverages have been able to integrate into people’s daily lives more quickly.”

What are the establishments that serve specialty coffee like?

Do they have common characteristics or do they try to differentiate themselves from the coffee chain model?

“Currently, there are a wide variety of independent specialty coffee brands and chain brands in different cities across China. However, there are significant differences between them: independent coffee brands tend to offer more high-end and unique coffee beverages, often at very high prices.

Meanwhile, coffee chains face fierce competition across different price ranges — commercial coffee chains focus on cost-effectiveness and market penetration, while specialty coffee chains are more dedicated to brand building and the creation of “third spaces”. For instance, Blue Bottle Coffee also faces extremely intense competition in China.”

What is the biggest challenge for a business that focuses on specialty coffee? How is it possible to cover the costs of a premium product while remaining profitable?

“For specialty coffee enterprises in China, they are confronted with fierce and intense competition, as well as the challenge of how to cater to the diverse needs of consumer groups. Meanwhile, overall costs have been on the rise year by year — the cost of green coffee beans, in particular, keeps increasing.

In my view, the core issue still lies in how to build brand awareness and expand sales channels. Fortunately, social media in China is now highly developed, enabling these enterprises to acquire more customers through online channels.”

In your experience in Marus Coffee, what strategies can be implemented to maintain the quality of the coffee offered while remaining competitive on price?

“First and foremost, it is essential to ensure the quality and stability of green coffee beans. Even if costs increase as a result, enterprises can enhance their operational capabilities through better management and reasonably cut down on costs. They should also strive to acquire more customers to share the burden of production costs.”

Is there still room for growth or is it a niche market destined to remain so and become saturated?

“I believe that coffee and specialty coffee in China are still in their infancy, which means there will be greater market demand in the future. Yet it will also face even more intense market competition. Based on the current situation, China will develop diverse coffee-drinking habits over the next 10 to 20 years, and similarly, different brands will focus on different types of coffee products.”

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The repositioning underscores how Brazil’s coffee tradition, strengthened by technological progress, drives a continuous process of transformation that, in turn, renews its tradition. In practice, this ongoing cycle unfolds through everyday actions that promote social inclusion, fair labor conditions, improvements in the Human Development Index (HDI), and the active protection of native biomes. In short, technology is the driving force that cultivates innovation and harvests development.

“We wanted the brand repositioning of Cafés do Brasil to better reflect what we stand for in light of new consumer market demands, and we have refreshed the brand’s visual and verbal identity to ensure it is aligned with our core message, especially regarding environmental, social, and governance responsibility. This effort brings together all stakeholders to develop solutions through innovation and technology, while continuing to generate progress for our country and for every region where coffee thrives,” explains Fabrício Andrade, President of the National Coffee Commission of the Brazilian Confederation of Agriculture and Livestock (CNA).

The Cafés do Brasil repositioning project led by the agency Design Bridge and Partners was carried out in partnership with the Brazilian Confederation of Agriculture and Livestock (CNA) and included contributions from the Brazilian Coffee Industry Association (ABIC), the Brazilian Soluble Coffee Industry Association (ABICS), the Brazilian Coffee Exporters Council (Cecafé), the National Coffee Council (CNC), the Brazil Specialty Coffee Association (BSCA), and the Ministry of Agriculture and Livestock (Mapa).

Speaking on behalf of the organizations, Andrade adds that the studies highlighted a clear need to more effectively communicate the Brazilian coffee sector’s ability to generate positive environmental and social impacts. This message is reflected in the strategic concept of adding a “T” — for Technology — to the ESG acronym, which the sector will now adopt as ESG+T.

“Cafés do Brasil continues to serve us well as a symbol of Brazil’s leadership in producing coffee with quality, consistency, food safety and sustainability. Our goal in updating the brand was to bring it closer to the needs of society, consumers and the companies that buy Brazilian coffee, improving the way we communicate about the product and giving national coffees the recognition they deserve for their quality and sustainable practices,” he added.

The strategic repositioning of Brazil’s coffee production chain also led to an update of the Cafés do Brasil logo, which now allows for easier application across digital media, an essential feature for effective communication campaigns, while preserving the brand’s well-established recognition built by the previous logo.

“Our brand identity has been subtly refined to modernize and reinterpret its legacy for the present and future. The brand now reflects trust, convenience, ethics, authenticity, inspiration, and diversity, a combination that strengthens its credibility as a broad communication platform engaging society, business partners, and consumers, while celebrating the richness of cultures, people, and flavors that define Brazilian coffee growing”, Andrade concluded.

More Than ESG — Cafés Do Brasil is ESG+T

The assessment conducted by Design Bridge and Partners showed that the quality and diversity of Brazilian coffees are both a tradition and a source of national pride. This finding inspired the sector’s repositioning to emphasize what defines the country’s coffee production on a daily basis: technology as the central element of sustainability, something truly unique in the global coffee industry.

To reinforce this relevance, the agency recommended that the brand should place greater emphasis on environmental and social responsibility, as well as on quality and authenticity. When it came to standing out, the task was to bring out innovation, individuality and a modern sensibility.

This strategic vision gave rise to a new concept: ESG+T, in which tradition meets technology to drive transformation and combine environmental, social and governance responsibility. From now on, “cultivating innovation and harvesting development” is the purpose that defines the Cafés do Brasil brand.

According to Renor Sell Junior, Strategy Director at Design Bridge and Partners, the repositioning marks an important milestone in the history of Cafés do Brasil. “It shows that Brazil is not only a major coffee producer but also a leader capable of uniting tradition and the future. By integrating technology and sustainability, we have built a model that honors our roots and paves the way for continued growth across the coffee chain, from producers to consumers,” he said.

The agency adds that the brand’s identity was redesigned to reflect this new phase, one that is confident, convenient, ethical, authentic, inspiring and diverse. These elements served as the foundation for its revitalization, reinterpreting the brand’s legacy for the present and the future. The iconic logo was refined to reflect the influence of technology with a clean, contemporary aesthetic, while maintaining the brand’s strong visual identity.

The creative process led to the development of the ESGT Fields graphic system, a generative tool that translates the brand’s positioning into dynamic visual expressions, depicting coffee fields as vibrant, diverse works of digital art. This new visual narrative is complemented by brand photography that moves away from rustic, handcrafted clichés to reveal the modern, diverse and human side of Brazil’s technologically driven coffee production.

“The new identity seeks to reinterpret the Cafés do Brasil brand through the ESG+T lens, in both form and color. We respected the legacy of the logo but projected it into the future with the generative ESGT Fields system, which translates innovation into art. Together with the photography, it completes the storytelling, revealing how advanced, modern and human our coffee production truly is,” concluded Shingo Sato, Design Director at Design Bridge and Partners.

Café do Brasil Fact Sheets

-1Brazil is the world’s largest coffee producer. In the 2024/25 crop year, the country produced 54.2 million 60kg bags, accounting for 31% of global production (176.2 million bags, according to the ICO).

-2Brazil is also the world’s largest coffee exporter. In 2024, 50.4 million bags were shipped to about 120 countries. The main destinations were:

• United States: 8.1 million bags
• Germany: 7.6 million bags
• Belgium: 4.3 million bags
• Italy: 3.9 million bags
• Japan: 2.2 million bags

-3Brazil has the world’s largest soluble-coffee industrial complex, with an installed capacity of 132 thousand tons of instant coffee and related products.

-4Brazil is the world’s second-largest coffee consumer, with annual consumption of 21.9 million bags, second only to the United States.

-5Brazil has one of the world’s largest coffee germplasm banks, holding about 5,000 accessions – plants with distinct genetic and phenotypic characteristics.

-6Brazil has 174 coffee varieties registered in the Federal Government’s National Cultivar Registry (RNC), including 128 Coffea Arabica and 46 Coffea Canephora varieties.

-1Since the mid-1980s, Brazil has reduced its coffee-growing area by 40%, while increasing total output by 87%, thanks to investment in technology, genetic improvement and adoption of good agricultural practices – boosting productivity by 130%.

-7Coffee-producing states preserve 43.9 million hectares of native vegetation within rural properties.

-899% of the 115 thousand coffee farms in Minas Gerais registered in the Environmental Rural Registry (CAR) show no significant deforestation after 2008, qualifying the state’s coffee production as a deforestation-free supply chain.

-8About one-third of coffee-producing rural properties preserve more native vegetation than required by the Forest Code, totaling 302 thousand hectares of surplus forest that provide essential ecosystem services to coffee production.

-9A study coordinated by Professor Carlos Eduardo Cerri of the University of São Paulo (USP) and the NGO Imaflora found that, on average, 183 tons of CO₂ equivalent are stored in permanent preservation areas and legal reserves on the evaluated Arabica coffee farms.

-9The adoption of good agricultural practices—such as adding organic matter to the soil, maintaining ground cover between coffee rows, and favoring organomineral fertilizers—enables coffee farming to retain about 10.5 t CO₂-eq per hectare per year in the soil and plants, more than it emits to the atmosphere.

-9For Conilon coffee, the same study by USP and Imaflora found that for each hectare cultivated per year, 338.67 t CO₂-eq are stored in preserved native vegetation within the farms.

-9When land use shifts from pasture to conventional Conilon coffee production, the carbon balance is negative at approximately 3.01 t CO₂-eq per hectare per year.

-9This figure drops further, to –8.24 t CO₂-eq per hectare per year, when the shift goes from pasture to sustainable Conilon coffee production.

-9When agricultural practices shift toward more conservation-oriented management within Conilon farms, the carbon balance is also negative, at approximately –1.36 t CO₂-eq per hectare per year.

-10Brazil is the most advanced coffee origin in meeting EUDR requirements. The Cafés do Brasil Socio-Environmental Monitoring Platform enables exporters to generate conclusive and verifiable evidence that Brazilian coffee is deforestation-free after December 31, 2020, and produced in compliance with the relevant Brazilian legislation.

-10This evidence is drawn from official public databases of the Brazilian government and widely used deforestation monitoring systems including Prodes and MapBiomas Alerta, all of which are auditable. By overlaying this information with the CAR database, the platform enables exporters to provide conclusive proof that Brazilian coffee is not cultivated on deforested land.

-11In Rondônia, with the use of geotechnology and satellite imagery, zero deforestation was detected in seven of the 15 coffee-growing municipalities between 2020 and 2023. Across the region, less than 1% of the total coffee-growing area shows any signs of forest removal.

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From small-batch independents to national brands, specialty roasters are invited to submit their top coffees across defined categories for blind judging by a panel of qualified judges” across multiple regions, including US & Canada, Asia, and Europe, with regional winners progressing to a Global Final to compete for the world champion title.

Outstanding achievement for Kona Earth

Kona Earth entered the competition in the “Origin Roasted” category at the Global Coffee Awards. This category celebrates roasters operating in coffee-producing regions. The award highlights local craftsmanship and showcases diverse and innovative roasting techniques and flavor profiles being developed within the producing region, in this case, Hawaii.

Hawaii is the only major coffee-producing region within the United States. Hawaiian Kona coffee, in particular, has a global reputation for excellence due to the unique growing conditions on Hawaii’s Big Island, located within the Kona coffee belt.

As both a grower and roaster, Kona Earth offers customers a true crop-to-cup Kona coffee experience. The 26-acre Kona Earth coffee farm grows, processes, and micro-batch roasts its specialty Hawaiian Kona coffee on site. The freshly roasted Kona coffee beans are then shipped directly from the farm to customers across the United States.

Kona Earth was awarded “Overall Winner – Hawaii” in recognition of its outstanding coffees. This prestigious award highlights the brand’s commitment to excellence and its dedication to producing top-tier Hawaiian coffee. Kona Earth’s Co-owner Steve Wynn was thrilled to learn of the award, “We work very hard to produce a high quality and delicious specialty coffee. By small-batch roasting here on site, we can assure that every order is shipped supremely fresh. Of course, our customers love the coffee but to receive this honor and be recognized as one of the world’s top roasters and specialty coffee producers is incredibly gratifying.”

Expert panel evaluates coffees

During the Global Coffee Awards Origin competition held in Houston, Texas, on October 1, 2025, an independent panel of expert judges blind-tasted and evaluated coffees from roasteries across the Americas, Africa, and Asia. Among thousands of entries, Kona Earth stood out for its exceptional quality and flavor. Each coffee submitted was evaluated through a two-stage blind tasting. Judges first conducted a two-minute sensory assessment to score and describe the coffee. This was followed by a three-minute discussion led by a coordinator to refine and align feedback.

Judges’ notes on Kona Earth Coffee

The expert judges were impressed with Kona Earth’s 100% Kona coffee entries, complimenting the “low acidity” with “deep and sweet flavors” presenting “notes of dark chocolate and almonds.” Judges were equally impressed with the company’s Hawaiian Espresso, noting it as “a rich espresso with deep notes of dark chocolate.”

To be named as an overall winner in Hawaii is a distinction that further solidifies Kona Earth’s reputation as a producer of exceptional and flavorful Hawaiian Kona specialty coffees. As a result of this remarkable achievement, Kona Earth has been invited to the Global Coffee Awards Ceremony in El Salvador on March 26. This event will bring together coffee industry leaders, experts, and enthusiasts to celebrate the best in the business.

About the Global Coffee Awards

The Global Coffee Awards emphasizes the collaboration between roasters and the producers who grow the coffee. The awards are organized by PDG Global, the company behind Perfect Daily Grind and the Producer & Roaster Forum (PRF) The goal is to build a global network of tens of thousands of celebrated and recognized specialty coffee roasters.

About Kona Earth

Kona Earth is a grower and roaster of premium Hawaiian specialty coffees, selling farm-direct to consumers via its e-commerce site. With a consistent 5-star customer rating, Kona Earth is a favorite among Kona coffee lovers.

The Kona Earth farm is situated in the heart of the famed Kona coffee belt. The 26-acre farm is nestled on the tropical slopes of the Hualalai volcano on Hawaii’s Big Island. The temperate climate, rich volcanic soil, and ample rainfall create ideal growing conditions for producing some of the finest Arabica coffee beans on the planet. Prized for its smooth flavor and low acidity, coffee aficionados rank Hawaiian Kona coffee as one of the world’s top specialty coffees.

As a US-based, family-owned business, Kona Earth supports fair wage labor and sustainable farming practices. Kona Earth coffee is nurtured from crop to cup and grown with Aloha by husband-and-wife owners Steve and Joanie Wynn. The beans are hand-picked, water wash (wet) processed, and dried on site. The green coffee beans are then small-batch roasted. Each order is stamped with the roast date and shipped farm-direct via 2-day FedEx shipping. This “seed to sip” process ensures that consumers receive the freshest Kona coffee directly from the farm. With a consistent five-star customer rating and superlative customer service, Kona Earth delivers the premium quality associated with its authentic, Hawaiian Kona specialty coffee.

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This year, the prestigious “Best of the Best” accolade was awarded to Rwanda, specifically the Ngamba Coffee Washing Station – Sucafina S.A., represented by Emmanuel Akiba, for the outstanding quality and sustainability of its coffee, perfectly embodying the flavor characteristics illycaffè seeks from various origins.

For the first time, the “Coffee Lovers Choice” award – given directly by consumers – was claimed by El Salvador, with Finca Villa Mercedes of Agroindustrial Yaya, represented by Juan Hosè Herrera, further confirming the growing international appreciation for its unique and distinctive coffees.

“The Ernesto Illy International Coffee Award is a benchmark for promoting quality, transparency, and sustainability in coffee production,” explains Andrea Illy, Chairman of illycaffè.

“The recognition granted to the winners has a significant impact on local communities, providing global visibility to producers and encouraging the adoption of environmentally and socially responsible agricultural practices. In a sector where quality arises from passion, tradition, and innovation, the award remains a fundamental tool for supporting the growth and competitiveness of producers in international markets.”

The technical jury for the 2025 edition, made up of internationally renowned experts – technicians Carolina Castañeda, Matilde Maria Montero and Philip Schluter, illy Chef Ambassadors Francesco Apreda, Caterina Ceraudo and Matteo Metullio, journalists Luis Manuel Blasco Alis, Pierre de Gasquet and Adriano Sack – selected the Best of the Best, evaluating the competing samples according to strict criteria of quality, aroma, and sustainability.

A new addition this year was the consumer jury, which gathered for the first time in the ITA Airways lounges in Rome, where illycaffè is a partner, to present the Coffee Lover’s Choice award. For the occasion, the airline lounge was transformed into a venue for tasting and sharing, demonstrating the shared commitment to promoting Italian and global excellence.

The ceremony was attended by representatives from the global coffee supply chain and figures from institutional circles. Guest of honor was the renowned director and maestro Francis Ford Coppola, who mingled with well-known personalities from the entertainment industry such as Claudia Gerini and Alessandro Borghi.

The tenth edition of the International Coffee Award, which concluded at Palazzo Colonna, was rich in meaningful moments for the 27 finalists of 2025.

The event opened with participation in an audience with Pope Leo XIV at the Vatican and was further enhanced by a meeting at the FAO headquarters, where leading international experts tackled subjects such as regenerative agriculture and artificial intelligence, considered strategic levers for addressing the systemic crisis the coffee sector is facing.

These engagements provided a valuable opportunity for dialogue and exchange among key players in the supply chain, strengthening the link between production excellence, innovation, and social responsibility.

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Chen Jibin, sales director of the South China region of Yunnan’s tea brand Chen Sheng Hong, said the tea company is looking to establish its presence in Hong Kong, adding that he believes the city, with its profound tea-drinking history, presents a large business opportunity.

The connections between Hong Kong and Yunnan have been growing; since more Hong Kong residents have been traveling to Yunnan for tourism, their appreciation of the local culture has been growing, he said.

“Hong Kong serves as a gateway to the world — we want Yunnan’s coffee aroma to spread globally,” said Wang Ruogu, founder of Terre •Petales, a Yunnan-based flower-fermented coffee brand. Meanwhile, the classic Yunnan Arabica — combined with the origin story of the “Hometown of Chinese Coffee” — has become an ideal medium for guests to explore Yunnan’s rich coffee culture and tourism appeal.

Beyond tea and coffee, guests were also captivated by Yunnan’s signature wild mushroom biscuits and sauces, whose authentic flavors and creative presentation showcased the province’s rich biodiversity and culinary innovation. At the Yunnan booth, they also browsed tourism brochures under the theme, “Yunnan: A Many-Splendored Life,” gaining deeper insight into the province’s rich cultural and natural charm.

During the Greater Bay Area Conference 2025, performers from Yunnan Gengma National Song and Dance Troupe, presented an intangible cultural heritage dance: a medley of the Yunnan Water-Splashing Dance, which amazed all high-profile delegates. This dance and music are performed by the Dai people during traditional festivals such as the Water-Splashing Festival, representing an important part of the region’s intangible cultural heritage.

From tea to coffee, and from mushrooms to an intangible cultural heritage performance, Yunnan showcased its specialty as a bridge for global dialogue at the Greater Bay Area Conference 2025, from Hong Kong to the world. These products, carrying the province’s ecological strengths and rich cultural heritage, have made the concept of “Yunnan: A Many-Splendored Life” tangible and inspiring, while also fueling Yunnan’s industrial upgrading and brand globalization. To the world, Yunnan is no longer just a place on the map — it is the “next travel destination” that awakens the soul.

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The CVA utilizes analysis across four assessment types: physical, descriptive, affective, and extrinsic. The company’s Evolved Q Graders and Coffee Technologists follow the SCA standards for sample preparation, tasting mechanics, and sensory assessments. Confirming adherence to specifications, contract terms, and consumer expectations is critical to business success

Dan Cox, president and founder of Coffee Enterprises explains, “We launched new Coffee Value Assessment testing packages following Specialty Coffee Association protocols as an important additional option for coffee testing. Our Green Coffee Analysis testing package using the SCAA 2004 Cupping Form is also available as another valuable option for coffee companies.”

Coffee prices are volatile. Your quality should be stable and consistent. Independent coffee analysis helps ensure you get what you paid for and what your consumers expect.

CVA testing packages include Physical Assessment (PA), Descriptive Assessment (DA) and Affective Assessment (AA) which may be completed individually or combined together. Extrinsic assessment (EA) is coffee identification information provided by the client.

Visit www.CoffeeEnterprises.com, contact the company at (802) 864-5760 / (800) 375-3398 or email info@ce.coffee to request “The Coffee & Tea Testing Guide”.

About Coffee Enterprises

Founded in 1992, Coffee Enterprises is an independent company providing world-class consulting, technical laboratory services, and business intelligence to the coffee and tea industries. Coffee Enterprises does not sell coffee or tea; we test coffee and tea. Our experience enables us to provide insights that assist our clients in making informed decisions in managing their coffee and tea programs by addressing practical issues from a scientific perspective.

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KAPPI at SCAJ Conference 2025: Two Booths, One Mission

At the SCAJ Conference 2025 held at Tokyo Big Sight, KAPPI played a dual role. First, it joined the Indonesia Booth in collaboration with the Embassy of the Republic of Indonesia in Tokyo (KBRI Tokyo), Bank Indonesia, and the Indonesia House of Beans (IHoBs). The booth was inaugurated with remarks by Maria Renata Hutagalung, Chargé d’Affaires of the Embassy of the Republic of Indonesia in Tokyo, who underscored the importance of quality, sustainability, and the enduring partnership between Indonesia and Japan.

“Indonesia’s participation in this exhibition reflects our long-standing partnership with Japan, particularly our shared love for coffee. We want to ensure that Indonesian coffee continues to be recognized for its quality, sustainability, and innovation—so more Japanese consumers can enjoy it,” said Maria Renata Hutagalung, Chargé d’Affaires of the Embassy of the Republic of Indonesia in Tokyo.

In addition, KAPPI presented its own independent booth, spotlighting the diversity of Indonesian coffee and its ongoing educational initiatives for farmers. Visitors also enjoyed a cinematic coffee experience through documentary screenings by Budi Kurniawan, renowned filmmaker and director of House of Cula and Mantra of Kahwa, following his earlier works Aroma of Heaven and Legacy of Java.

“Coffee awakens us to many realities. Just as film nourishes our visual senses, coffee films enrich our understanding of how intimately we are connected to the coffee we drink each day,” shared Budi Kurniawan.

Continuing the Journey: Expo 2025 Osaka

KAPPI’s participation in SCAJ 2025 continues its mission from Expo 2025 Osaka, where it proudly serves as Official Coffee Partner of the Indonesia Pavilion for six months, from April 13 to October 13, 2025.
Throughout this period, Indonesian coffee has played a major role and emerged as one of the highlights for visitors from Japan and around the world. From daily tastings to curated cultural showcases, KAPPI has transformed coffee into a medium of diplomacy, creativity, and pride for Indonesia.

Through a series of events and business forums, KAPPI is executing a strategic reintroduction of Indonesian coffee to the Japanese market. Among these are two key forums:

• Comeback with Confidence: Bringing Indonesian Coffee Back to the Heart of Japan
• Global Coffee Market Insight 2025: From Indonesia to Japan, for the World

These sessions brought together exporters, researchers, and industry leaders from both countries to address export barriers—particularly concerning Maximum Residue Limits (MRL)—and to design long-term collaboration frameworks.

“We are committed to supporting farmers in producing sustainable and effective coffee, ensuring that every bean meets the stringent requirements of key markets such as Japan,” said Moelyono Soesilo, Indonesian coffee expert.

“Our focus is on educating and empowering Indonesia’s coffee sector. Through farmer training, capacity building, and compliance with international standards, we aim to build a resilient and globally competitive coffee community,” added Roby Wibisono, KAPPI Global representative.

From Japan’s perspective, Yutaka Shibata, President of Key Coffee Inc. and All Japan Coffee Association, emphasized the value of consistency and reliability:
“Mandheling remains one of the most sought-after coffees in Japan. Yet what matters most is consistent quality, sustainable supply, and fair value.”

Building a Long-Term Foundation: Farmer Education

For KAPPI, participation in international events is only the surface. The heart of its mission lies on the ground—with farmers. Through technical assistance, pesticide-safety training, sustainable farming practices, laboratory testing, and youth-regeneration programs, KAPPI is building a long-term foundation to ensure Indonesian coffee consistently meets global quality standards while remaining relevant in the international market.

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The event, in English language, will be hosted by Sevengrams, a leading name in Milan’s specialty coffee scene. Founded by the Mauro sisters and enriched by the expertise of Chiara Bergonzi, Sevengrams is also one of the city’s most accredited training centers. The course will take place at their Lot Zero Roastery, which is next to to the Coffee Studio 7Gr on Via Valparaiso.

This six-day intensive training and certification marks an epic evolution in the field of sensory evaluation, led by two prominent figures in the industry: Roukiat Delrue and Davide Cobelli.

A new global standard for coffee quality

The Evolved Q Grader represents the latest and most advanced certification from the Specialty Coffee Association (SCA), designed to replace and modernize the previous Q Grader system. The heart of this evolution is the integration of the Coffee Value Assessment (CVA), a holistic evaluation system that moves beyond the concept of a single score to analyze a coffee’s value in all its dimensions.

This is not a course for beginners; it is aimed at experienced coffee professionals who wish to become a global benchmark in quality evaluation, equipped with a modern and scientific mindset.

Learning objectives: what participants will master

During the six-day course, participants will refine their skills through a rigorous program of theoretical lessons, practical activities, and exams. The curriculum is designed to transform a professional’s approach to evaluation, providing concrete tools to operate effectively in today’s market.

Key objectives include:

• Mastering the Coffee Value Assessment (CVA): Participants will learn to explain the fundamental theoretical concepts of the CVA and accurately apply the system’s four key assessments to create a comprehensive “identity card” for any coffee:
  • Physical Assessment: In-depth analysis of green coffee to classify its color, moisture, size, and defects, understanding their impact on the final value.
  • Descriptive Assessment: Mapping the sensory profile to precisely identify aromatic notes, taste, and mouthfeel, using standardized and objective language.
  • Affective Assessment: Evaluating the perceived quality and potential of a coffee, moving beyond personal taste to simulate the preferences of specific markets and customer segments.
  • Extrinsic Assessment: Documenting and valorizing the “hidden” attributes that create value, such as origin, traceability, the producer’s story, certifications, and sustainability practices.
• Developing sensory self-awareness: Applying a high degree of self-awareness to distinguish personal preferences from an objective evaluation, learning to identify a coffee’s value for different clients and markets.
• Discrimination skills and flaw analysis: Refining sensory discrimination skills through triangulations and specific tests, while recognizing and classifying roasting and processing defects.
• Strategic implementation: Acquiring the skills to advise on the strategic implementation of the CVA in professional contexts, from roasting to importing.

Upon successfully passing all exams, participants will earn the prestigious Evolved Q Grader license, a milestone demonstrating excellence and competence in coffee evaluation on a global level.

Two world-renowned instructors

Guiding this advanced training course will be two world-renowned professionals:

• Roukiat Delrue: With over 14 years of experience, Roukiat is a key figure in the global coffee landscape. She has served as Q Services Manager and Director of Q for the Coffee Quality Institute (CQI), a Head Judge for World Coffee Events (WCE) competitions, and has been an instructor in countless producing and consuming countries. She has been a key contributor to the development of CVA as a consultant. Her deep knowledge of the supply chain and multilingual expertise (French, English, Spanish) make her one of the most respected trainers in the world.
• Davide Cobelli: Founder of the Coffee Training Academy, the 2020 Italian Roasting Champion, and SCA Italy’s National Coordinator from 2022 to 2024. Davide is an SCA Trainer for all modules, an international judge for the WCE circuit, and a consultant for leading companies in the sector. His career is dedicated to spreading the culture of quality coffee, with a focus that unites technical training with a profound knowledge of the supply chain.

Information and Contact

This course represents a unique opportunity for Italian and European professionals to access the highest level of training in the world of coffee.

For more information, pricing, and registration, please contact the trainers directly:

• Davide Cobelli: info@davidecobelli.coffee
• Roukiat Delrue: Roukiat@gmail.com

Or at this link: https://forms.gle/HcUSWicftEoietfUA

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