Category: News

The Specialty Coffee Expo 2025, set to take place in Houston, is calling on passionate coffee enthusiasts to become part of its vibrant volunteer team. Each year, this iconic event relies on over 500 volunteers and contractors contributing thousands of hours to bring the coffee industry’s premier showcase to life.

Whether you’re a seasoned professional or simply eager to immerse yourself in the coffee community, there are multiple ways to get involved:

• Volunteer for 3-4 general shifts.
• Apply to be a station instructor.
• Explore contracted event worker roles.
• Judge the Best New Product Competition or the Coffee Design Awards.

Why Volunteer?

Volunteering at the Specialty Coffee Expo is more than just supporting an event—it’s a chance to connect with like-minded individuals, deepen your knowledge, and give back to the industry you’re passionate about. Volunteers can enjoy unique networking opportunities, contribute to the growth of the global coffee community, and earn a complimentary 3-Day Expo Volunteer badge in exchange for their time.

How to Qualify for a Volunteer Badge

To earn a free badge, volunteers must commit to the following:

• SCA Members: A minimum of three shifts.
• Non-Members: A minimum of four shifts.

Each shift is approximately four hours long, making it an accessible way to contribute while enjoying the event. Volunteers are responsible for their own travel and accommodation expenses.

Station Instructors: Sharing Expertise

Station instructors play a crucial role in delivering hands-on workshops. These sessions, lasting about three hours, provide an interactive deep dive into various coffee-related topics. Responsibilities include reviewing lesson plans, participating in pre-workshop calls, and assisting lead instructors with small group sessions.

Instructors earn:

• A 1-Day Expo badge for instructing one class.
• A 3-Day Expo badge for instructing two classes.

Applications for station instructors close on February 14, 2025.

Contracted Event Worker Roles

Coffee professionals aged 18 and older are invited to apply for contracted event worker positions. These roles offer a behind-the-scenes look at Expo operations and require a greater time commitment. Event workers assist with workshops, coffee service, lectures, and more from April 20–27, 2025.

Applications for event worker roles open in mid-January 2025.

Judging the Best New Product Competition

Experienced industry professionals can apply to judge the Best New Product Competition, which recognizes innovation across multiple categories. Judges must have at least 10 years of industry experience, no conflicts of interest with entrants, and availability for online and in-person evaluations.

Key judging dates:

• Friday, April 25, 2025: 11 a.m.–1 p.m.
• Saturday, April 26, 2025: 11 a.m.–1 p.m.

Applications close on March 1, 2025.

Be Part of the Specialty Coffee Community

By volunteering, you’ll not only gain insight into the coffee industry but also play a vital role in the success of the world’s largest coffee event.

Interested in joining the team? Sign up now to volunteer, apply as a station instructor, or explore contracted roles and judging opportunities.

For more details and to register, visit the Specialty Coffee Expo website.

This winter, Starbucks introduced a new addition to its coffee lineup: Single-Origin Ethiopia whole bean coffee, now available across North America. The coffee, sourced from Ethiopia’s Sidama region, offers a unique taste experience with its floral aromas and notes of tangerine and lemon balm. For the first time, Starbucks has presented an Ethiopian coffee in its blonde roast profile, designed to emphasize the bright, fruity flavors for which Ethiopian coffee is renowned.

Ethiopia: The Birthplace of Coffee

Ethiopia, widely recognized as the birthplace of coffee, holds a deep cultural and economic connection to the beverage. According to legend, coffee was discovered around 800 A.D. by a goat herder who noticed his flock gaining energy after eating coffee cherries. Today, Ethiopia remains Africa’s largest coffee producer, with the crop playing a critical role in the country’s economy and livelihood. According to the U.S. Department of Agriculture, one in four Ethiopians relies on coffee for their income.

Honoring Tradition

Central to Ethiopian coffee culture is the traditional coffee ceremony, a custom rooted in hospitality and connection. Families and friends gather to roast, brew, and share coffee, accompanied by stories and camaraderie. The ceremony symbolizes warmth and community, often taking place three times a day in rural areas.

Behailu Gebremariam, General Manager of Starbucks Farmer Support Center in Addis Ababa, emphasized the cultural significance of coffee in Ethiopia. “In the streets of Addis Ababa all the way to the rural countryside, you have people drinking coffee,” he said. For Gebremariam, coffee represents more than a beverage; it is a way of life.

To pay homage to Ethiopia’s rich coffee traditions, the Starbucks Single-Origin Ethiopia packaging features a depiction of the Jebena, a traditional Ethiopian coffee pot used in the ceremony.

Single-Origin Coffee

Unlike blends that combine beans from multiple regions, single-origin coffee highlights the unique flavors of a specific location. Leslie Wolford, a coffee developer at Starbucks, described the Single-Origin Ethiopia coffee as a celebration of the distinct flavors unique to Ethiopian coffee. “It’s a coffee that you learn with and fall in love with immediately,” she said.

The coffee’s light roast enhances its signature notes, offering a window into the vibrant flavors that have made Ethiopian coffee beloved worldwide.

A Celebration of Ethiopian Heritage

For Gebremariam, the launch of Starbucks Single-Origin Ethiopia is a significant milestone. “Coffee is everything to me,” he said, reflecting on his personal and professional journey in Ethiopia’s coffee sector.

With the introduction of this coffee, Starbucks not only brings a piece of Ethiopia’s rich coffee heritage to consumers but also underscores the country’s pivotal role in shaping the global coffee industry.

• CFO Scott Gray to step down to join family in the US; Board appoints new CFO
• Ricard Barri Valentines appointed as Chief Marketing Officer

JDE Peet’s (EURONEXT: JDEP), the world’s leading pure-play coffee and tea company by revenue, today announced changes to its Executive Committee. Scott Gray has decided to step down as CFO to be reunited with his family in the United States. After evaluating both internal and external candidates, the company has appointed a new external CFO, who will start in the course of Q2 2025. As aligned with the incoming CFO’s current employer, further details regarding the incoming CFO will be announced on February 26, 2025 when JDE Peet’s publishes its FY 2024 results. Scott will work closely with Rafa Oliveira, CEO, and the incoming CFO to ensure a smooth leadership transition.

Scott played a pivotal role in JDE Peet’s’ successful transition from a private to a public company in 2020, leading critical initiatives in risk management, financial reporting, and capital structure optimisation. He also guided the organisation through unprecedented coffee inflation and macroeconomic and geopolitical challenges in recent years. In addition to leading the company’s Finance and IT functions, Scott assumed the role of interim CEO prior to the appointment of Rafa Oliveira as CEO in November 2024.
Rafa Oliveira: “On behalf of the Board and the Executive Committee, I thank Scott for his leadership and commitment to JDE Peet’s. His focus on excellence has shaped a lasting legacy, leaving behind a company with a robust financial foundation, strong performance and a talented team. As interim CEO, Scott provided critical leadership continuity. We are grateful for his leadership, partnership and collaboration and his commitment to a solid handover. We wish Scott all the very best for the future.”

Scott Gray: “Resigning was a very difficult decision for me. I am deeply committed to JDE Peet’s and have truly enjoyed leading such a talented team. My wife and I have decided to relocate to the US where our children will soon be starting their higher education. JDE Peet’s is a unique company operating with fantastic people in a great sector. The company is set up for future success and I thank my team and colleagues for the unforgettable journey.”

Appointment of Ricard Barri Valentines as Chief Marketing Officer 

JDE Peet’s is pleased to announce the appointment of Ricard Barri Valentines as Chief Marketing Officer (CMO) and member of the Executive Committee, reporting to Rafa Oliveira. Ricard, currently Global Category Director Instant & Liquid Coffee has an impressive record of transforming brands, driving sustainable growth, and fostering high-performing teams. He succeeds Fiona Hughes, who has accepted to take on the role of General Manager Australia. Fiona’s entrepreneurial mindset, disciplined approach and proven ability to develop and lead strong teams, together with her familiarity with the Australian market, make her the perfect fit to steer the highly competitive Australian business toward greater success.

Rafa Oliveira: “I welcome Ricard to the Executive Committee and thank Fiona for her outstanding leadership in introducing a marketing philosophy to the company and bringing life to our portfolio of brands.”

Brazilian coffee producer Moacir Donizetti first smelled the smoke, and then watched in desperation as a blaze consumed his family coffee plantation last year.

The 54-year-old was one of hundreds of farmers hit by a brutal forest fire in Sao Paulo state, where years of soaring heat and erratic rains are set to drive up the cost of an espresso or latte far afield in Paris, New York or Tokyo.

Brazil, the world’s largest coffee producer and exporter, experienced its hottest year on record in 2024 and a record number of forest fires.

Locals in the municipality of Caconde believe the fire broke out due to uncontrolled burning of garbage, but experts attribute its scale to drought conditions exacerbated by climate change.

“It was desperate: seeing the flames advance, destroying our plantation, coming within twenty meters of my house,” said Donizetti.
His family fought the fire for four days on the remote farm in the mountains of the Atlantic Forest, losing five hectares (12 acres) of coffee — a third of the family’s production area.

Standing alongside scorched and blackened coffee crops, he estimates his land will take three or four years to produce again.

The loss is compounded by several years of unpredictable weather and disappointing harvests in Brazil.

“For about five years it has been too dry, sometimes it doesn’t rain for months,” said Donizetti. “It has also gotten a lot hotter, it is unbearable.”

Invest more to produce less
In 2024, Brazil was responsible for more than a third of global coffee production.

A poor harvest in the Latin American giant significantly impacts international prices.

Arabica coffee, the most popular variety, in December reached its highest price since 1977, listed at $3.48 per pound on the New York Stock Exchange.

“I have been working in coffee for 35 years and I have never seen a situation as difficult as the current one,” said Brazilian coffee grower and consultant Guy Carvalho.

“High temperatures and irregular rainfall force us to invest more to produce the same, or even less, than we did in the past,” he added.

“After the last big harvest, in 2020, we have always had some weather problem.”

Carvalho said that the high prices were largely explained by “frustration” over disappointing harvests between 2021 and 2024, and bleak forecasts for 2025.

Geopolitical factors such as potential US tariffs and future European Union regulation on deforestation also contributed to the higher prices.

Adapting to changing climate
Some Brazilian coffee producers are adopting new strategies to adapt to the increasingly unpredictable climate.

In Divinolandia, another small coffee-growing town in Sao Paulo state, producer Sergio Lange has turned to shade-grown coffee — an ancient technique used in places like Ethiopia, the birthplace of coffee.
Planting coffee shrubs under the shade of trees protects the plants from excessive heat and allows them to ripen more slowly, producing a larger, sweeter bean with a higher market value.

Lange and 50 other colleagues have been applying a “regenerative coffee growing model” since 2022, in which the crop is planted alongside other species, grown without pesticides, and relies on a natural water source from the mountains.

“At first, productivity falls, but we expect fantastic results in four or five years,” he said.

He pointed to climate change as having a “severe” impact on coffee production.

“Producers who fail to adapt will struggle to stay in business,” he warned.

Coffee prices are expected to rise further in Brazil, the world’s largest producer and exporter of this commodity, after hundreds of farms in São Paulo state, southeastern Brazil, were hit by massive fires. The city of Caconde, renowned for being the largest coffee producer in the region, suffered the most from what has been described as the worst fires in its history.

The fires were initially sparked by a resident burning a pile of trash. However, their widespread and uncontrollable nature was mainly due to the severe drought Brazil has experienced in recent years, according to news reports. Data shows that the country has faced five consecutive years of drought, significantly impacting coffee blossoms and reducing their productivity.

2024: A Year of Record Heat and Devastating Fires
The year 2024 recorded unprecedented temperatures in Brazil, with the number of forest fires reaching its highest in 14 years. Experts attribute the exacerbation of these fires to extreme weather conditions linked to climate change, with human activities playing a major role in igniting them.

Brazil accounts for more than one-third of the world’s coffee production, making any decline in its output a critical factor for global prices. Indeed, Arabica coffee prices surged by 90% over the past year, reaching a record $3.48 per pound in December.

Climate Challenges and the Search for New Solutions
Experts, such as Brazilian coffee consultant Guy Carvalho, note that the industry has been facing unprecedented challenges since the last major harvest in 2020, including drought, rising temperatures, and geopolitical issues like new European regulations related to deforestation.

Despite these challenges, farmers are striving to adapt to climate change through innovative agricultural methods, such as cultivating coffee under the shade of trees, a practice reminiscent of traditional methods in Africa. This approach not only protects the plants from heat but also enhances the quality of the beans, allowing them to ripen more slowly, which increases their size, sweetness, and market value.

The International Coffee Organization (ICO) has announced the appointment of Ms. Hannelore Beerlandt as the incoming Head of Operations (HOO). With her extensive expertise in international cooperation and agricultural value chains, Ms. Beerlandt will bring a fresh perspective and strategic leadership to the organization.

Transition Plan and Responsibilities

Ms. Beerlandt will collaborate closely with the outgoing HOO, Mr. Gerardo Patacconi, ensuring a seamless transition. This period of collaboration will continue until the conclusion of the 139th Session of the International Coffee Council, scheduled for March 2025. Following the session, she will officially assume her responsibilities.

The ICO’s Executive Director has expressed enthusiasm for working with Ms. Beerlandt, emphasizing her ability to strengthen the organization’s advocacy for the coffee sector on a global scale.

A Rich Professional Background

Ms. Beerlandt’s distinguished career includes a wealth of experience in sustainable agriculture, international development, and trade in global commodities. Key highlights of her career include:

• Senior Advisor, European Commission’s Directorate-General for International Partnerships, focusing on sustainable agriculture and global commodity trade.
• Senior Advisor, FAO Investment Center, where she contributed to agricultural investment projects.
• CEO of AgriCord, a network of agri-agencies supporting farmers in developing countries.
• President of ENABEL, Belgium’s Development Agency.
• Board Member of Kampani, an investment fund empowering agricultural SMEs.

Academic Credentials

Ms. Beerlandt holds a Master’s degree in Agricultural Engineering with a specialization in Agricultural Economics and another Master’s in Development Economics, both from the Catholic University of Leuven. Her multidisciplinary expertise is complemented by fluency in Dutch, English, and French, along with proficiency in German, Spanish, and Kiswahili.

Vision for the ICO

Ms. Beerlandt’s leadership is expected to bolster the ICO’s efforts in promoting sustainability and innovation within the coffee industry. Her extensive background in agricultural value chains and her commitment to inclusive development make her uniquely positioned to tackle the challenges and opportunities facing the global coffee sector today.

The ICO team eagerly anticipates the positive contributions Ms. Beerlandt will bring to advancing its mission and supporting coffee-producing regions worldwide.

The coffee market continues to captivate traders and industry stakeholders, with this week’s movements reflecting a dynamic interplay of supply, demand, and global market forces. From Brazil’s record-breaking exports to Ethiopia’s promising forecasts, here’s what you need to know.

Market Overview

The NY market opened the week with a surge in trading volume, reaching a striking 11.75 range within the first few hours. The critical level of 330c/lb was tested early, only to see the market close lower the next day, driven by light trading volume. Following the completion of index fund rebalancing, prices steadied just above the 20-day moving average at 320.56.

The week ended with prices at 328.35c/lb, reflecting a $1.4 rise. The tightening Bollinger bands highlight a battle between buyers and sellers around the 20-day moving average. Origin sellers seized opportunities above the 330 mark, adding to the volatility.

Net short traders are now closely monitoring the Mar-25 vs May-25 spread as we approach First Notice Day (FND).

Key Highlights

Commitments of Traders (COT) & Certified Stocks

• Non-commercials increased their long positions by 7,301 lots.
• Commercials boosted their long positions by 1,240 lots.

Global Origin Updates

• Brazil: Cecafe reported December exports at 3.8 million bags, with arabica contributing 3.4 million. Despite an 8.1% drop compared to December 2023, Brazil set a record high in 2024 with exports surging 28.5% to 50.44 million bags. However, infrastructure challenges and container shortages left over 1 million bags stuck in ports.
• Colombia: The FNC announced an impressive annual production of 13.9 million bags, marking the best harvest in five years. Favorable climate conditions and the adoption of resistant coffee varietals were key contributors. Yet, Colombian ports faced logistical bottlenecks similar to Brazil, hampering export efficiency.
• Tanzania: In a significant development, the Tanzanian government secured $1.2 billion to fund its Standard Gauge Railway, expected to enhance inland haulage for Congo, Burundi, Rwanda, and Uganda, improving coffee logistics to Dar es Salaam.

Production Forecasts for 2024/2025

• Ethiopia: 8.8 million bags (up from 8.7m in 23/24)
• Kenya: 790k bags (unchanged)
• Tanzania: 560k arabica bags (up from 470k in 23/24)

The Specialty Coffee Association (SCA) has announced the second edition of the World of Coffee Asia trade show, set to take place in Jakarta, Indonesia, from May 15–17, 2025, at the Jakarta Convention Center (JCC). This landmark event, organized by Exporum Inc. and hosted by the Specialty Coffee Association of Indonesia (SCAI), marks a pivotal moment for the specialty coffee industry, bringing together professionals and enthusiasts from around the globe to one of the world’s most significant coffee-producing regions.

A Significant Step for Coffee in Asia

The decision to host the next World of Coffee Asia in Jakarta follows the resounding success of its debut in Busan, South Korea, in May 2024. The inaugural edition saw over 280 exhibitors and featured the prestigious World Barista Championship. With Indonesia’s prominent role in the global coffee supply chain, Jakarta provides an ideal setting to deepen engagement in the specialty coffee industry.

Yannis Apostolopoulos, CEO of the SCA, expressed enthusiasm about the upcoming event:
“Indonesia’s legacy as a coffee origin and its importance in the global market make Jakarta the perfect host for this next chapter in World of Coffee Asia. We’re committed to fostering connections, driving innovation, and advancing sustainability within the coffee industry while celebrating Indonesia’s rich coffee heritage.”

Indonesia: A Coffee Powerhouse

Ranked as the fourth-largest coffee producer globally, Indonesia’s coffee heritage is deeply rooted in regions like Sumatra, Java, and Sulawesi, known for their unique flavors and traditions. Coffee cultivation significantly contributes to Indonesia’s economy, supporting livelihoods and uniting diverse communities across the archipelago. Jakarta, as Indonesia’s bustling capital and cultural hub, is set to spotlight the nation’s coffee expertise on a global stage.

A Vibrant Event Lineup

World of Coffee Jakarta 2025 promises a dynamic experience for coffee professionals and enthusiasts alike. Key features include:

• Roaster Village: Showcasing innovative roasters from across Asia and beyond.
• Cupping Rooms: Offering opportunities to explore Indonesia’s finest coffee profiles.
• SCA Lecture Series: Insights from global industry leaders on trends, sustainability, and innovation.
• World Brewers Cup 2025: Highlighting the art of manual brewing in a thrilling competition.

Daryanto Witarsa, President of SCAI, emphasized the event’s significance:
“World of Coffee Jakarta 2025 represents a fusion of tradition and innovation, underscoring Indonesia’s unwavering commitment to coffee excellence. This event is more than a trade show; it’s a celebration of our coffee culture and its global impact.”

Building on Momentum

The debut of World of Coffee Asia in Busan set a high benchmark, combining trade exhibitions with the World Barista Championship and fostering cross-cultural exchange. Jakarta’s edition aims to build on this momentum, with additional support from sponsors and a robust platform for showcasing products, technology, and services.

Danny Shin, CEO of Exporum Inc., reflected on the event’s journey:
“Jakarta, with its vibrant coffee culture and strategic role in the Asian market, is the ideal location for World of Coffee Asia 2025. This event wouldn’t be possible without the dedication of our partners and the support of the global coffee community.”

Opportunities for Industry Players

World of Coffee Jakarta 2025 offers unparalleled opportunities for networking, brand showcasing, and knowledge sharing. Attendees can connect with roasters, baristas, producers, and entrepreneurs in one of Asia’s most dynamic coffee markets.

Exhibitors and attendees are encouraged to visit the official World of Coffee Asia website for updates, ticket registration, and detailed event information. Early bird tickets will be available starting February 3, 2025.

A Celebration of Coffee’s Future

World of Coffee Jakarta 2025 is not just an event but a celebration of coffee’s global journey, deeply rooted in Indonesia’s legacy. As the specialty coffee industry evolves, this event serves as a beacon for innovation, sustainability, and collaboration, solidifying Asia’s position in the global coffee landscape.

Stay updated by following @worldofcoffeeasia on Instagram and subscribing to the WOC Asia newsletter.

Mark your calendars for May 15–17, 2025, as Jakarta welcomes the world to a vibrant celebration of coffee culture and innovation!

Brazil’s coffee exports reached a record-breaking 50.4 million 60-kg bags in 2024, driven by exceptional growth across almost all segments, according to Brazilian agricultural news portal Estadão Agro.

December 2024 alone saw exports totaling 3.808 million bags, an 8.1% increase compared to December 2023, generating a 42.2% rise in foreign exchange revenue, amounting to US$1.145 billion. This robust year-end performance pushed total exports for 2024 to US$12.515 billion, reflecting a 28.5% increase in volume and a 55.4% increase in revenue compared to 2023, marking Brazil’s strongest coffee export performance on record.

Marcos Matos, General Director of the Coffee Exporters Council of Brazil (Cecafé), highlighted that 2024 was “a year in which we exported sustainability, quality, credibility, and diversity.” He acknowledged that these achievements came despite significant logistical challenges, as infrastructure struggles to match the sector’s growth.

Export Highlights

• Arabica coffee: Maintained its leadership, accounting for 73.2% of total exports with 36.946 million bags, a 19.8% increase from 2023.
• Robusta and conilon coffees: Saw an extraordinary 97.9% growth, reaching 9.356 million bags, making up 18.5% of total exports.
• Soluble coffee: Increased by 13%, reaching 4.093 million bags, the second-highest total for this category.
• Roasted or ground coffee: Declined by 5%, contributing only 48,687 bags, representing a mere 0.1% of exports.

Top Destinations

The United States remained the top importer, purchasing 8.131 million bags (16.1% of total exports), a 34% increase from 2023. Germany followed closely, importing 7.590 million bags (15%), reflecting a 51.3% rise. Belgium ranked third with a 96.4% increase, importing 4.348 million bags (8.6%).

Challenges in Logistics

Despite the record-breaking performance, logistical issues created significant hurdles for exporters. Cecafé President Márcio Ferreira revealed that limited infrastructure resulted in additional storage and handling fees totaling nearly US$1.97 million in 2024. Additionally, approximately 1.6 million bags of coffee remain stranded at Brazilian ports due to shipping delays and schedule disruptions for 200 vessels.

“This situation is very detrimental to Brazilian agriculture, where margins are already tight,” remarked Matos.

While the sector anticipates further growth in 2025, resolving infrastructure and logistical bottlenecks remains a critical challenge for sustaining Brazil’s coffee export momentum.