Author: Qahwa World

On International Women’s Day, we celebrate the visionaries who redefine industries, break barriers, and empower communities. In the world of coffee—a space traditionally dominated by men—one woman has reshaped the landscape, proving that resilience, innovation, and passion can transform not only a farm but an entire industry.

On a misty morning in the volcanic highlands of El Salvador, Aida Batlle walks through rows of coffee trees, her hands brushing against ripe cherries. She is not merely tending crops—she is rewriting history. This fifth-generation coffee farmer has not only revived her family’s legacy but has also become a global force in the specialty coffee movement, inspiring women across continents to take ownership of their craft, their businesses, and their futures.

From Ruin to Revival: A Journey Against the Odds

Aida’s story begins with adversity. During El Salvador’s brutal civil war in the 1980s, her family was forced to abandon their farms, losing not just land but generations of hard-earned heritage. For years, she lived away from coffee, disconnected from the very roots that had nourished her ancestors. But fate had other plans.

When she returned to El Salvador as an adult, she found the once-thriving coffee industry in crisis—farms were neglected, yields were low, and farmers were struggling against an unstable market. While many saw decay, Aida saw possibility. With no formal agronomic training but an unshakable determination, she took charge of her family’s neglected land in Santa Ana, driven by an instinct to heal the soil, elevate quality, and reclaim her legacy.

The Artisan of Coffee: A Pioneer in Processing and Quality

Most viewed coffee as a mere commodity, but Aida treated it as an art form. She was among the first in Central America to embrace terroir, studying soil composition, elevation, and microclimates with the precision of a winemaker. Experimenting with natural and honey processing methods, she coaxed out complex, vibrant flavors—notes of florals, red fruit, and chocolate—that had rarely been associated with Salvadoran coffee.

Her gamble paid off. In 2003, she made history by becoming the first woman to win El Salvador’s prestigious Cup of Excellence competition, an achievement that placed Salvadoran coffee on the global map. She didn’t stop there—she won the title four more times, cementing her reputation as a coffee innovator.

Empowering Women, One Bean at a Time

But success wasn’t immediate. In an industry where men made most of the decisions, Aida faced resistance. Many workers hesitated to take orders from a woman. Rather than backing down, she proved herself through knowledge, skill, and leadership—earning respect not just as a boss but as a mentor.

Today, she’s doing for others what no one did for her—mentoring female farmers, teaching them to see coffee not just as a crop, but as a craft. She believes in direct trade, ensuring that farmers—especially women—earn fair wages and gain financial independence.

“When women control income from coffee,” she explains, “they invest in education, health, and community growth. It’s not just about selling beans; it’s about breaking cycles of poverty and rewriting futures.”

Her efforts extend beyond her own farm. She collaborates with smallholder farmers across El Salvador, equipping them with knowledge and connections to specialty roasters like Intelligentsia, Stumptown, and Counter Culture. By doing so, she helps them secure better prices, sustainable growth, and financial stability.

Global Recognition and Lasting Influence

Aida’s influence has spread far beyond El Salvador. She has been profiled in The New York Times, featured in Netflix’s Coffee for All, and invited to speak at global coffee summits. But her true pride lies in the transformations she’s catalyzing in her homeland.

“Coffee is in my blood,” she says. “But seeing a woman farmer stand tall, negotiate her own price, and say, ‘This is my harvest’—that’s my victory.”

A Symbol of Resilience and Change

Aida Batlle’s journey mirrors the complexity of the coffee she cultivates—rich, bold, layered with struggle and triumph. She turned personal loss into a movement, proving that coffee isn’t just about trade—it’s about identity, resilience, and opportunity.

On International Women’s Day, her story reminds us that the most profound revolutions often begin quietly—in the hands of women who refuse to accept limits.

She often says:

“The soil doesn’t care if you’re a man or a woman. It only cares if you’re willing to learn.”

And today, in every cup brewed from her beans, her legacy blooms—not just in El Salvador but in every woman who dares to dream bigger, bolder, and beyond tradition.

Roasting competitions are a prestigious platform where coffee professionals showcase their skills in precision and consistency. However, even experienced competitors often make critical mistakes that can impact their final scores. As a judge of multiple Roasting Championships worldwide, I have observed several recurring missteps that competitors should avoid.

1. Skipping the Judges’ Debriefing

One of the most surprising missteps is that not all competitors take advantage of the debriefing session after results are announced. This session provides access to scoresheets, allowing competitors to review their performance, seek clarifications, and even challenge potential calculation errors. While misjudgments are rare due to double-blind cuppings and rigorous verification processes, human error is always a possibility. Engaging in this session is crucial for learning and ensuring transparency in scoring.

2. First Place Doesn’t Guarantee the Best-Tasting Cup

A common misconception is that winning the competition means producing the best-tasting coffee. In reality, roasting competitions prioritize accuracy over taste alone. The final score is a combination of multiple factors, with the accuracy of the roast profile and cup description carrying significant weight. The scoring structure includes two columns: one reflecting judges’ evaluation of aroma, flavor, aftertaste, acidity, sweetness, and mouthfeel, and another measuring the competitor’s accuracy in describing these attributes. Accuracy scores are multiplied by three, making them a decisive factor in determining the winner.

3. Overlooking Green Coffee Grading

Despite being one of the more straightforward aspects of the competition, green coffee grading is often poorly executed. As a roaster, having access to green coffee and defect identification resources, such as the Arabica Green Coffee Defect Handbook, provides a solid foundation for preparation. Seeking guidance from Q graders and dedicating time to hands-on practice can significantly improve this portion of the competition.

4. Missing the Organizational Meeting

Each competition includes a mandatory organizational meeting before the event, where key details and rules are explained. This is the only opportunity for competitors to ask questions, as inquiries are not permitted once the competition begins. Attending this meeting fully prepared and engaged can help prevent misunderstandings and missteps during the event.

Final Thoughts

Roasting competitions are as much about precision and preparation as they are about skill. Avoiding these common mistakes can significantly enhance a competitor’s performance and overall experience. Whether it’s taking full advantage of the debriefing, understanding the scoring system, improving green grading skills, or actively participating in pre-competition meetings, attention to these details can make the difference between an average performance and a winning one.

By Julia (Kvitkakavy) Dziadevych
Q Grader, Coffee Sourcing Expert, and Origin Trips Leader

Coffee Intelligence recently published an article titled “Why China’s Demand for Cup of Excellence Coffees Has Shifted” by Sarah Charles, a digital editor at Coffee Intelligence. She is also the lead co-author of the fourth edition of the International Trade Centre’s Coffee Guide and manages communications for the Sustainable Agribusiness Programme.

In her in-depth article, Sarah highlights how the rapid expansion of China’s Luckin and Cotti Coffee has fueled mass-market coffee consumption, leaving ultra-premium lots for a niche audience. She also emphasizes that Japan, South Korea, and Taiwan are emerging as dominant buyers of Cup of Excellence (CoE) coffees as China’s market shifts toward hybrid and trend-driven beverages.

Given the significance of the article’s insights, we at Qahwa World are republishing it in full. However, this does not imply endorsement or agreement—whether in whole or in part—with its opinions or conclusions.

For years, China’s coffee market has been hailed as a rising force, with annual consumption growing at an impressive 15%—far exceeding the global average of 2.2%. International coffee chains such as Starbucks and Tim Hortons expanded aggressively into the country, while local brands like Luckin Coffee introduced ambitious strategies to make coffee more accessible to the masses.

During this rapid growth, China emerged as one of the world’s largest buyers of Cup of Excellence coffees, known for their high quality and exclusivity. However, recent trends indicate a shift—if not a decline—in demand for these premium lots. Countries such as Japan, South Korea, and Taiwan are now purchasing more CoE coffees, reflecting broader changes in consumer behavior and market dynamics.

The shift in CoE demand does not necessarily mean Chinese consumers are turning away from specialty coffee. Instead, it reflects a strategic realignment in purchasing habits.

According to Mau Perez, Purchasing Manager at Shanghai Cooway Trading: “What we’re seeing isn’t a retreat but rather a shift toward origins with the strongest consumer appeal—like Panama, Ethiopia, and Colombia. Chinese buyers are still competing for the most expensive lots, as we saw in the 2024 Best of Panama auction.”

Trade barriers have also played a role in reshaping China’s CoE market. Guatemala, for instance, was unable to export coffee to China for a period, while Honduras only regained access at the end of 2023. These restrictions have reduced competition from certain origins, leading Chinese buyers to prioritize coffees with stronger consumer recognition.

As China’s specialty coffee market becomes more saturated, brands are shifting their focus from prestige-driven purchases to innovation and accessibility. Luckin Coffee, for example, has embraced tea-infused coffee drinks, such as jasmine milk tea coffee, catering to a growing demand for fusion beverages. Meanwhile, popular tea chains like HeyTea and Chagee have intensified competition, emphasizing affordability and mass appeal over exclusivity.

Steve Wu, Marketing Manager at Melitta Professional in China, explains: “The coffee market is similar to the wine industry—there’s room for a broad range of products at different price points. As consumers become more educated, high-end coffee will continue to exist, just as premium wines have their niche.”

However, while specialty coffee consumption is not necessarily shrinking, brands must now work harder to differentiate themselves and engage consumers through multiple channels.

China’s growing preference for convenience is influencing demand. Ready-to-drink coffee options are booming, with convenience stores offering pre-packaged iced coffee solutions as a cheaper alternative to high-end café beverages. In response, Cotti Coffee has announced plans to integrate convenience stores into its expansion strategy.

Meanwhile, social media influencers have accelerated the shift away from high-end specialty coffee, promoting at-home brewing methods and cost-effective alternatives instead of expensive single-origin purchases.

Beyond changing preferences, economic factors have played a significant role in China’s declining demand for CoE coffees.

China’s economy, once booming, is now facing structural challenges—including slowing GDP growth, high government debt, demographic shifts, and rising youth unemployment. These pressures have made consumers more price-sensitive and cautious in their spending.

Major coffee chains are already feeling the effects—Starbucks China, for instance, recently reported a 14% drop in comparable store sales due to growing competition and reduced consumer spending.

In this uncertain economic climate, affordability has become a key priority for Chinese consumers. Unlike a decade ago, when young professionals actively sought out high-scoring, traceable single-origin coffees, today’s buyers are more pragmatic, opting for mid-range or budget-friendly options instead.

The Future of Specialty Coffee in China

Does the decline in CoE demand signal a downturn in China’s specialty coffee market? Not necessarily. Instead, it suggests a transformation in what premium coffee means to consumers.

Rather than focusing exclusively on traceability and exclusivity, the market is shifting toward new premium experiences—ones centered on convenience, customization, and hybrid flavors that resonate with evolving tastes.

According to Mau Perez: “China’s specialty coffee industry is constantly evolving. Buyers are always looking for the next big origin or processing method, especially from countries that have already built strong brand recognition in China.”

Even though CoE sales in China have slowed, other markets—such as Japan, South Korea, and Taiwan—continue to show strong demand for these exclusive coffees. This suggests that Chinese roasters specializing in high-end beans may shift their focus toward export markets rather than relying solely on domestic demand.

China’s specialty coffee landscape is evolving, and CoE coffees—once a symbol of status and connoisseurship—are no longer a dominant force in the market.

However, this does not mean that specialty coffee itself is in decline. Instead, the industry is adapting to new realities, where premium coffee experiences come in the form of espresso-based drinks, bottled cold brews, or hybrid beverages that better align with local consumption habits.

Steve Wu sums up the situation: “Striking a balance between affordability and quality is now the main challenge. Consumers are becoming more discerning, but the price gap between everyday coffee and ultra-premium beans has widened—9.9 RMB for Luckin or Cotti versus 60 RMB for a Panama Geisha.”

“As a coffee drinker, I’d be willing to pay twice the price of a regular cup for something exceptional. But with more affordable options available, the price difference feels even greater, making high-end beans seem less accessible—even though their actual prices haven’t skyrocketed. This perception gap is a significant barrier to specialty coffee’s growth, especially in today’s economic climate.”

Rather than black pour-over brews, the future of high-end coffee in China may come in espresso-based drinks, ready-to-drink options, or even tea-infused hybrids that better match consumer habits.

For now, one thing is certain: China’s coffee market is evolving, and Cup of Excellence coffees no longer fit the mainstream narrative.