Filtering by: “Friday”

The Great Coffee Price Breakaway
Jun
27

The Great Coffee Price Breakaway

Lecture Description

Beginning in 2024, a new market environment has changed the playing field for all coffee participants in the coffee supply chain and for consumers as well: inverted markets, differentials, shipping logistics, cash flows, consumer demand, and last but not least, adverse climate effects, all managed to bring the new reality to market participants.

This lecture will delve into all the variables that have affected the coffee market over the past year and will identify the factors that stakeholders in the supply chain will need to negotiate going forward. The financial instruments that are used to transfer these risks to the financial markets will also be explained. The lecture will finish by presenting Stonex's Brazil Coffee harvest report and price outlook.

Date: Friday, June 27, 2025
Time: 3:15 - 4:15 PM
Location:
Lecture Room V

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

Albert Scalla (he/him)
Sr. Vice President of Trading, STONEX

Albert Scalla, Senior Vice President of Trading at StoneX, has combined his considerable knowledge of the commodity markets with his expertise in implementing price risk management strategies using Futures, Options and Structured Products in the commodity markets.

Albert joined Hencorp Futures, later acquired by StoneX, 32 years ago, where he has been an important pillar for the development of Commodity Price Risk Management programs from producers to final consumers in the Coffee, Cocoa and Palm Oil markets.

In these products, Albert has been invited as a guest speaker to several national and international conferences to speak on Price Risk Management for participants in both producing and consuming countries of the supply chain.

Albert received a bachelor’s degree in Business Administration with a specialty in

Finance from Florida International University.


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Carbon Footprint in Brazilian Coffee: Measurement and Reduction Strategies
Jun
27

Carbon Footprint in Brazilian Coffee: Measurement and Reduction Strategies

Lecture Description

This presentation explores the practical steps taken by Sancoffee, a Brazilian specialty coffee cooperative and the SCA Sustainability Award Winner 2024, to measure and reduce the carbon footprint of coffee production. Drawing from real-world data and extensive field experience, Ana Claudia Silva will discuss how Sancoffee has developed methodologies for carbon measurement, implemented sustainable practices, and fostered a commitment to environmental responsibility among its member farms. 

The session will delve into the cooperative’s efforts to build a carbon-neutral value chain through strategies such as composting, use of cover crops, renewable energy adoption, and the recovery of degraded areas. Attendees will also gain insights into the collaborative process that integrates farmers, cooperatives, and the broader coffee supply chain, creating actionable solutions to address climate challenges while maintaining high coffee quality. 

Date: Friday June 27, 2025
Time: 3:15 - 4:15
Location:
Room W

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

Ana Claudia Silva (she/her)
Head of Impact, Sancoffee

Ana Claudia Silva is the Head of Impact at Sancoffee, a Brazilian specialty coffee cooperative with a strong focus on sustainability and community development. She has been deeply involved in initiatives to measure and reduce carbon footprints in coffee production, helping Sancoffee become acknowledged as a carbon-neutral coffee cooperative.

Ana leads key projects like the Bio Recovery initiative, focused on land restoration, and the Nascentes Women Coffee program, which supports female producers in improving coffee quality and achieving greater independence. Her work emphasizes practical approaches to sustainability, combining environmental leadership with tangible benefits for farmers and their communities.

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Jun
27

Where Did That Charge Come From? A Roaster’s Guide to Coffee Costs

Workshop Description

The journey of your coffee from the farm, through the warehouse, and onto the roastery’s doorstep involves many hands, a tangled web of costs, and more surprises than you signed up for. This session will shine a light on the key factors that drive the final price of delivered coffee—and why it sometimes feels like things are spinning out of control. Did your NET 30 terms suddenly vanish? Are you getting hit with extra charges for palletization and strapping? What about those surprise financing costs you didn’t even see coming?

If you’re a roaster working with multiple importers or distributors, you’ve probably seen it all—some give you one straightforward price per pound, while others tack on charges that make you question everything. And let’s face it, with today’s sky-high coffee prices, the whole supply chain is feeling the squeeze. Your suppliers are trying to optimize their costs, and now it’s your turn to figure out what you’re actually paying for, what you should be paying for, and how to call out the nonsense when surprise charges show up on your invoice.

This session is here to arm roasters and coffee pros with a clearer understanding of the true cost structure of delivered coffee. You’ll walk away knowing how these high prices affect you, what’s reasonable to expect from your suppliers, and how to protect your margins while keeping everyone honest.

Date: Friday June 27, 2025
Time: 14:30 - 17:00
Location: Room T

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

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Instructors & Leads

Sylwia Padiasek (she/her)
Co-Founder and CEO, Ocafi

Sylwia Padiasek is the Co-Founder and CEO of Ocafi US, where transparency in the coffee industry isn’t just a concept—it’s the foundation of everything they do. Ocafi owns the entire supply chain, from growing coffee on its farms to ensuring every bean meets strict quality standards at Fazenda Pinheiro, all the way through exporting, importing, and delivering to roasters. Running North American operations, Sylwia wears many hats—managing logistics, QC, sales, and accounting. A certified Q Arabica Grader, she also holds a Master’s degree in Sustainability in Agriculture and Food Production, ensuring every step of the coffee journey is handled with care for people and the environment.

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Jun
27

Equitable Pricing Models: Building your Own Pricing Impact Assessment to Support Smallholder Livelihoods

Workshop Description

Pricing decisions across the supply chain have a direct measurable impact on the livelihoods, resilience, and prosperity of coffee producing communities. This workshop gives roasters and other coffee enterprises the tools and insights to assess the impact of their pricing strategies on smallholder producers welfare. Participants will explore impactful pricing models—such as long-term contracts, living income benchmarks, community investment and traceable price guarantees, among others—that go beyond c-market rates and business as usual models, to provide meaningful support and incentives for coffee producers.

Designed for roasters of all sizes, this workshop helps participants assess and adapt pricing practices aligned with business goals and producer prosperity. Through practical exercises and open-source tools, attendees will gain a solid understanding of the data needed to evaluate price impact, develop strategies to work with supply chain partners to assess impact, and craft communication tools that raise awareness with employees and end consumers. By the end of the session, roasters will have the skills to assess and monitor the impact of their pricing strategies, using this insight as a pivotal tool to build stronger, more resilient supply chain.

Date: Friday June 27, 2025
Time: 14:30 - 17:00
Location: Room U

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

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Instructors & Leads

Pedro Manga (he/him)
Prosperity & Impact Leader, Caravela Coffee

With dual degrees in Chemical Engineering and Biology, and a Master’s in Environmental Sciences, Pedro specializes in designing environmental and social impact assessment methodologies. He has experience in developing learning programs that encourage a responsible use of natural resources. As the Sustainability & Impact Coordinator for Caravela Coffee, Pedro integrates comprehensive impact assessments within Latin American coffee communities, crafting communication and reporting strategies to inspire stakeholders throughout the coffee supply chain. His work is dedicated to fostering sustainable practices and highlighting their value in the global specialty coffee industry.

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Jun
27

Savoring Diversity: A Workshop on Coffee Species Genetics and Flavor Exploration

Workshop Description

Join us for an engaging workshop dedicated to exploring the fascinating world of coffee species and their genetic diversity. Participants will delve into the rich history and biology of various coffee plants, learning about the unique traits and flavors that each species offers. This interactive session will not only focus on the scientific aspects of coffee genetics but will also include a sensory tasting experience, where attendees can sample a curated selection of different coffee species. Guided by experts, participants will discover how genetic variations influence flavor profiles, aroma, and overall coffee quality. This workshop promises to be an enlightening journey for coffee enthusiasts and professionals alike, enhancing both knowledge and appreciation of this beloved beverage.

Date: Friday June 27, 2025
Time: 14:30 - 17:30
Location: Room R

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

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Instructors & Leads

Sotiros Christos (he/him)
Coffee Expert Manager, Nestle Professional

Christos Sotiros is a seasoned professional in the coffee industry with over 12 years of experience. He has achieved remarkable success, being crowned the Swiss barista champion in both 2023 and 2025, and reaching the semifinals of the World Barista Championship in 2023. Since 2016, Christos has been an authorized SCA trainer, sharing his expertise and knowledge with aspiring baristas. Additionally, he holds the prestigious titles of Q Arabica grader and CVA ambassador. Notably, Christos has played a pivotal role within Nestle's internal network, collaborating closely with the R&D team and the agricultural research center to develop global coffee capabilities and educational programs.


Estuardo Gómez (he/him)
Coffee Quality Specialist, Nestlé Suisse S.A.

Estuardo Gómez is a Coffee Quality Specialist at the Nescafé Factory in Orbe, Switzerland. He holds a Bachelor of Science in Agribusiness Management and a Master of Science in Applied Agriculture. With experience in innovation and new product development at the Nestlé Product Technology Center for Coffee, Estuardo also managed operations at a coffee company in Honduras, promoting sustainability and specialty coffee production. A certified Q Grader Arabica since 2016, He believes that every producer has a vital role in the diverse spectrum of coffee offerings and applications.

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Jun
27

Coffee Business Growth Masterclass: Navigating Consolidation with Strategic Action

Workshop Description

In a rapidly consolidating global coffee market, small and medium-sized businesses face unique challenges—but also opportunities to scale. This over 2.5 hour hands-on workshop is designed to help participants develop tailored strategies to grow and thrive amidst consolidation pressures. Led by seasoned entrepreneur Lukasz Mrowinski, former CEO of Etno Cafe—the largest Polish-originated coffee shop chain—this session will guide participants through real-world exercises and frameworks based on mergers and acquisitions (M&A), venture capital (VC), private equity (PE), and technology integration.

Using Kolb’s Experiential Learning Cycle (experience, reflection, conceptualization, and experimentation), attendees will engage in practical exercises, peer collaboration, and case studies to understand key growth opportunities, evaluate investment or partnership options, and design actionable growth plans. Participants will explore market positioning, funding strategies, and how to adopt technological innovations like supply chain optimization and smart brewing to increase profitability and competitiveness.

By the end of the workshop, attendees will leave with an initial actionable roadmap tailored to their business needs, including short-term and long-term strategies for scaling while maintaining brand identity. This workshop is ideal for coffee entrepreneurs, small business owners, and industry stakeholders seeking hands-on, practical guidance for scaling their businesses in a dynamic, consolidating market.

Date: Friday June 27, 2025
Time: 14:30 - 17:00
Location: Room S

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

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Lukasz Mrowinski (he/him)
Speaker, The Coffee Fund

Lukasz Mrowinski is a seasoned entrepreneur and former co-founder and CEO of Etno Cafe, the largest Polish-originated coffee shop chain. Under his leadership, the company expanded to 28 cafes, a roastery, and a cold brewery. Known for its rapid growth and innovation, Etno Cafe secured 7th place
in the Food and Beverages category and 196th overall in the Financial Times FT 1000 ranking of Europe’s fastest-growing companies in 2020.

Lukasz played a key role in driving the company’s success through organic expansion and strategic M&A, leveraging investor funds to scale its operations. In 2022, he exited Etno Cafe to focus on M&A ventures including joining the Harbour Club, the largest global organization of M&A specialists.

He is also an experienced speaker (the presentations at World of Coffee Copenhagen 2024, World of Coffee Dubai 2025, and the Specialty Coffee Expo 2025 in Houston), with his lectures on coffee market consolidation and growth strategies receiving high acclaim. His deep experience positions him as a strong workshop facilitator for entrepreneurs navigating market challenges.

Lukasz is also the host of the Coffee On Air podcast, where he shares his practical approach to the coffee business and related industries.

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The Role of Women in the Sustainable Development of the Coffee Industry, the Case of Rebuild Women's Hope Cooperative in the DRCongo
Jun
27

The Role of Women in the Sustainable Development of the Coffee Industry, the Case of Rebuild Women's Hope Cooperative in the DRCongo

Lecture Description

Rebuild Women’s Hope is a cooperative led by women coffee farmers located on the large, remote island of Idjwi in Lake Kivu in the east of the Democratic Republic of Congo. Our mission is to produce specialty quality coffee whilst empowering women and raising the standard of living of our members.

For generations, farmers on Idjwi have largely depended on the coffee they grow. But before Rebuild Women’s Hope (RWH) was founded they had no way of processing their coffee to a high standard and nowhere to sell it apart from to smugglers, who took it across the lake to nearby Rwanda.

While women in Congo do much of the labor involved in growing and harvesting coffee on their family farms, traditionally it is their husbands who are in charge when it comes to selling the produce and making business decisions. The contribution of women is largely not recognized in society and women are widely seen as being incapable of dignified work that contributes to the needs of their families and communities.

At RWH, women are at the center of decision-making. We work to create a spirit of entrepreneurship and self-management among our women members in order to raise the standard of living in our communities. We believe that a community where women are empowered is a thriving community.

Learning Objective:

  • The first objective is to raise awareness of the role and contribution of women in the development of the coffee industry worldwide.

  • Second objective is how leaders in the coffee industry should contribute to fight against gender in the coffee industry for a sustainable development.

Date: Friday, June 27, 2025
Time: 2:00- 3:00 PM
Location:
Lecture Room W

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

KEIKINA BUDZA MARCELLINE (she/her)
PRESIDENT OF THE BOARD OF THE COOPERATIVE, REBUILD WOMEN'S HOPE

Marcelline Budza grew up in Bukavu on the south shore of Lake Kivu during one of the most violent periods in the history of the Democratic Republic of Congo (DRC). The youngest of four daughters, her father abandoned the family when she was three. Inspired by her mother’s bravery in raising her and her sisters and sending them to school using the money she earned from selling coffee and pineapples, Marcelline was motivated from a young age to do something to change the situation for women and girls in eastern DRC. After studying agronomy at the Evangelical University in Africa, Marcelline founded Rebuild Women’s Hope in 2013. Today, Marcelline is the president of the cooperative. Marceline Budza,

the founder of Rebuild Women’s Hope Cooperative, a Congolese agricultural cooperative set up in 2013 which uses the production and export of coffee as vehicle for women’s socio-economic development and empowerment. It is located on the island of Idjwi in South Kivu province, Eastern Congo. Marcelline's tireless pursuit of human rights for the women of Idjwi Island through Rebuild Women's Hope has been recognised by numerous prestigious international awards.


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An exploration of coffee brewing habits through netnography and means end chain analysis
Jun
27

An exploration of coffee brewing habits through netnography and means end chain analysis

Lecture Description

Marketers have realized the value of researching human motivation in consumer behavior. We combined Netnography – the online observation of the consumer, and Means End Chain Analysis (MECA) to research the home brewing habits of coffee consumers. Trained teams of 2 or 3 observers/interviewers observed 30 coffee consumers brewing their coffee at home using their customary or preferred method (i.e., drip brew, pour over, Aeropress, French press, espresso, capsules, etc.). They then interviewed them about their brewing method and habits using a laddering interview technique that opened with the question “Why do you use this method to brew your coffee?”, and followed with a series of “Why is it important to you that…?” questions.

Netnography accessed critical innovation levers such as triggers of use (i.e., to wake up or as a break in the day), user customization (i.e., light or medium roasts preferred for full flavor expression and less bitterness; type of sweetener or creamer added if any), interactions with the user’s environment (i.e., adjusting to local water composition), intangible attributes of the method (i.e., comfort from the brewed cup), and most importantly for breakthrough innovation - unarticulated user needs.

MECA produced a hierarchical value map that included caffeine, convenience, flavor, less wasteful, personalized, social drinking, and cheaper as the main attributes associated with consumers’ brewing methods. Consequences of those methods were energy, saving time in the morning, pleasant aromatic properties, saving resources, controlling taste, desire to fit in, and saving money. In turn, MECA linked those consequences to such personal values as academic and career performance, enhanced productivity, enjoyment, environmental ethics, health consciousness, belonging, and financial responsibility.

This information can be used by coffee companies and manufacturers of coffee brewing equipment to optimize their offerings and design new brewing experiences.

Learning Objective:

  • Attendees will get unique insights into the motivations of consumers when brewing coffee at home across a range of brewing methods.

  • They will learn about innovative qualitative consumer research methods such as netnography (online observation of the consumer) and means end chain analysis of laddering interviews, and how those techniques can be used for product or service optimization and breakthrough innovation.

Date: Friday, June 27, 2025
Time: 2:00 - 3:00 PM
Location:
Lecture Room V

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

Jean-Xavier Guinard (he/him)
Porfessor, University of California, Davis

Jean-Xavier Guinard is Professor of Sensory Science and Co-Director of the Coffee Center at the University of California, Davis. His research focuses on sensory and culinary strategies for dietary change and the optimization of the sensory quality and consumer acceptance of foods, beverages (including coffee!) and other consumer products. He was an architect of the Coffee Taster’s Flavor Wheel, the Coffee Sensory and Consumer Brewing Control Chart, and Coffee Cuality™. Jean-Xavier has authored over 120 peer-reviewed publications. He teaches undergraduate, graduate and lifelong learning courses at UC Davis and consults for food and beverage companies and consumer agencies worldwide.


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Building Customer Loyalty; Lessons From Scaling Nairobi's First Specialty Coffee Subscription Service
Jun
27

Building Customer Loyalty; Lessons From Scaling Nairobi's First Specialty Coffee Subscription Service

Lecture Description

Despite being the vibrant capital of a coffee-producing country, Nairobi’s specialty coffee market a tough nut to crack; limited demand, a hesitant consumer base, and deep-rooted challenges.  This session draws on the journey of a woman-owned business that launched Nairobi’s first specialty coffee subscription, providing actionable insights for navigating similar obstacles.

Discover how to create offerings that connect with local consumers, build demand in an emerging market, and harness the power of community and storytelling. Learn the unique challenges of growing a specialty coffee market and the surprising parallels—and differences—between roasters at origin and other markets.

We’ll also unpack the game-changing potential of subscription services: how to position, grow, and engage a loyal customer base using tech to streamline operations, build trust, and turn casual drinkers into devoted brand advocates. Gain insights on bridging the gap between consumers and producers, and learn how to thrive in markets with untapped potential.

Learning Objective:

  • Cracking the Code of Specialty Coffee Markets: Attendees will dive deep into the real challenges of growing a specialty coffee market in untapped regions. Understand the unique dynamics at origin, and discover how roasters in sourcing countries face both shared and distinct hurdles compared to other markets.

  • Creating Demand from Scratch: We'll uncover the secrets to igniting demand in a new market. Learn what truly works—and what doesn’t—through the power of storytelling and community-building to turn coffee skeptics into loyal advocates.

  • The Subscription Superpower: See how the subscription model can transform your business. Position it right, grow a loyal fanbase, and turn casual drinkers into die-hard supporters by delivering consistent value and connection.

  • Tech-Driven Customer Connection:  Learn how to customise technology to deliver perceived value to your customers, streamline operational tasks at the roastery, and deepen your understanding of your audience to transform them into passionate brand evangelists.

Date: Friday, June 27, 2025
Time: 12:15 - 1:15 PM
Location:
Lecture Room V

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

Wanjiru Mari (she/her)
CEO, Coffee Lab Nairobi

Wanjiru Mari, a former research scientist with a background in particle physics, left her tech career to explore new possibilities—roasting coffee. What started as a weekend passion quickly became a full-fledged business. But while roasting came easily, the real challenge was getting local consumers to embrace premium specialty coffee.

She launched Nairobi’s first specialty coffee subscription - starting with a small network, she built a loyal community and quadrupled revenues in one year.

Now, armed with passion and lived experience, Wanjiru is reshaping how the world hears, values, and connects with origin stories.


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Sensory and Chemical Impact of Presence of Black and Sour Physical Defects
Jun
27

Sensory and Chemical Impact of Presence of Black and Sour Physical Defects

Lecture Description

Coffee defects present a challenge to coffee quality because a small quantity of defect beans can drastically impact the quality of a coffee. While cause and chemicals responsible for off-flavour for some defects are well known (e.g. rio and potato), some of the physical defects, such as black and sour are less studied. Their impact is assumed to be large, but few studies that exist suggest quite the contrary.

This lecture will give an overview on the science of coffee defects and will present a pre-study to a larger study with the focus on understanding physical defects. The pre-study focuses on full black and full sour defects. The methodology behind determination of sensory detection threshold and associated aroma compounds will be presented alongside intriguing results. The findings indicate that the detection threshold of a defect depends on the coffee that is being investigated.

Date: Friday June 27, 2025
Time: 12:15 - 1:15
Location:
Room W

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

Samo Smrke (he/him)
Interim Head Coffee Excellence Center, ZHAW

Samo Smrke is acting head of the Coffee Excellence Center at the Zurich University of Applied Sciences (ZHAW). He is leading coffee research projects in collaboration with industry partners and in fundamental research on various topics of coffee chemistry and coffee science. He is a teaching in the Coffee Excellence continuing education course at ZHAW, and in various other educational programs with partners of ZHAW. Samo is actively participating at coffee conferences, is one of the co-authors of the SCA Freshness and Water Handbooks, and has contributed to scientific papers and book chapters about coffee.


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Hot & Cold Value Assessment: Comparative Sensory Profiling of Cold, Hot, and Gentle Brewed Coffees Using Descriptive Techniques
Jun
27

Hot & Cold Value Assessment: Comparative Sensory Profiling of Cold, Hot, and Gentle Brewed Coffees Using Descriptive Techniques

Lecture Description

With the purpose of providing actionable insight backed by high-quality research, this lecture proposal provides results from research of the influence of brewing methods—cold, hot, and gentle—on the sensory attributes of coffee, including sweetness, acidity, bitterness, and mouthfeel. Medium-roasted Colombian coffee, certified by the Raíz Sustainable Westrock program, was brewed under controlled conditions, varying extraction time and temperature to assess their effects on aroma, flavor, and overall taste perception. Sensory evaluations employed the Coffee Value Assessment (CVA), a cutting-edge framework recently introduced by the Specialty Coffee Association (SCA), alongside Generic Descriptive Analysis (DA), a cornerstone of sensory science was used. A panel of coffee experts, trained in the CVA protocol and sensory lexicon, conducted assessments in triplicate across four sessions. Supplemental evaluations isolated taste and tactile attributes using nose clips to minimize olfactory interference. Intensities of sensory attributes were quantified using a standardized 15-point scale, and statistical analysis revealed sensory patterns for each brewing method. The findings provide actionable research insights for coffee professionals aiming to tailor flavor profiles and cater to diverse consumer preferences. Beyond practical applications, the study underscores the evolving role of advanced sensory techniques in the coffee industry, offering a nuanced understanding of how brewing methods shape the sensory experience of coffee.

Learning Objective:

  • Understand and apply advanced sensory techniques: Participants will learn how to implement sensory evaluation frameworks such as the Coffee Value Assessment (CVA) and Generic Descriptive Analysis (DA) to analyze and quantify sensory attributes like sweetness, acidity, bitterness, and mouthfeel in various coffee brewing methods (cold, hot, and gentle).

  • Translate research findings into practical applications: Attendees will gain the ability to use research-backed insights to optimize coffee brewing methods and flavor profiles, enabling them to make informed decisions to cater to diverse consumer preferences and enhance the sensory experience of coffee

Date: Friday, June 27, 2025
Time: 11:00 AM - 12:00 PM
Location:
Lecture Room W

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

Dr. Nancy Cordoba (she/her)
Coffee Scientist

Dr. Nancy Córdoba is a coffee and flavor scientist with a distinguished academic and professional background. She holds a Ph.D. in Biosciences, specializing in coffee extraction and value addition to Colombian specialty coffee, as well as a Postdoctoral focus on Flavor Chemistry, particularly in coffee sweetness and cold brew flavor. Dr. Córdoba also holds a master's degree in Design & Process Management and a bachelor's degree in engineering. Her expertise spans coffee extraction techniques, sensory science, and food processing. In her role as Principal Scientist at Westrock Coffee, she leads R&D in coffee and liquid extracts, specializing in chemical analysis, sensory evaluation, and process engineering. Her work merges scientific theory with real-world applications to create premium coffee beverages and empower professionals to craft tailored coffee experiences.


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Staying Ahead of the Curve:  Leveraging Coffee Industry Trends for Success
Jun
27

Staying Ahead of the Curve:  Leveraging Coffee Industry Trends for Success

Lecture Description

Recognizing and adapting to changing consumer preferences and habits can unlock new opportunities for revenue growth and increased market share.   With numerous emerging trends, it can be difficult to determine which trends to embrace and which to skip.  Strategic analysis of your business can help clarify objectives, effectively meeting expansion goals and highlighting the revenue streams with the greatest potential. Assessing whether alternative revenue streams are beneficial can significantly shape your forward-looking strategy. 

Combining traditional income sources with alternative revenue streams often reveals new growth opportunities. By diversifying through new product offerings, e-commerce, digital products, or education, businesses can establish a resilient financial foundation to succeed in the face of market fluctuations. This approach not only provides a buffer against economic uncertainties but also fosters innovation, ensuring long-term sustainable growth. 

This lecture will: 

  • Guide participants to identify viable alternative revenue sources and establish new areas of economic growth. 

  • Illuminate the strategic analysis process to clarify expansion objectives and capitalize on high-impact revenue streams. 

  • Explore the integration of traditional income soures with broader-reaching consumer markets such as e-commerce, digital products, and online education. 

  • Demonstrate how to determine whether additional revenue streams will profit the organization or detract from the core business. 

Learning Objectives

  • Understand and leverage emerging trends in the coffee industry to drive growth based on your current business.

  • Anayze real-world case studies of coffee-related businesses to learn from both successful and unsuccessful strategies, gaining insights aligning trends with your company.

  • How to use data and insights from your current operation to help determine which new opportunities are right for you.

  • Apply a practical framework for strategic analysis that will enable informed decisions on when to diversify revenue streams and how to maximize profitability while staying true to brand values.

Date: Friday, June 27, 2025
Time: 11:00 AM - 12:00 PM
Location:
Lecture Room V

This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.


Lecturers / Presenters

Chris Legler (he/him)
CEO, Axios Growth Consultants

Chris Legler, the founder and CEO of Axios Growth Consultants, specializes in empowering businesses to thrive amid economic uncertainty. With 30+ years of experience at industry giants like Espresso Supply, Bonavita, Starbucks, and Sony, Chris brings unparalleled insight into navigating complex markets and fueling growth.

A former coffee roastery owner, he intimately understands the opportunities and challenges facing small business owners. In addition to being a Certified Management Consultant, Chris holds an MBA from Seattle University, and a certificate in Circular Economy and Sustainable Strategies from Cambridge.

Chris is passionate about helping companies innovate, adapt, and unlock their full potential.


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Jun
27

Taste, Describe, Create: Applying The CVA Descriptive Form To Coffee Blend Creation

Workshop Description

The Taste, Describe, Create Workshop introduces the Coffee Value Assessment Descriptive Form to coffee professionals new to the CVA. The workshop advances the knowledge and understanding of the Descriptive Form by applying it to the coffee blend creation process. Working collaboratively in small groups, we will recreate a reference coffee blend. After completing this workshop, attendees will gain valuable first-hand insight into the multiple uses of the CVA Descriptive Form. The practical application of the form in a guided workshop setting will build the confidence necessary to include the CVA as part of their product development and quality control processes.

Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room R

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

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Instructors & Leads

Todd Arnette (he/him)
Q Instructor & Value Chain Consultant, Academy of Coffee Excellence

Todd Arnette has been in the coffee industry since 1995. Owner of the Academy of Coffee Excellence and Quality Evaluation Manager for CQI has enabled Mr. Arnette to work closely with Producers, Importers and Roasters at origin, in training labs and roasteries around the world. Areas of expertise include: Post-Harvest Processing and Green Coffee Quality Evaluation, Green Coffee Buying, Production Roasting & Coffee Product Development, Food Safety Hazard Analysis Planning & Implementation – aligned with SQF and US FDA Food Safety Law. Mr. Arnette has attended all Roasters Guild Retreats except for 3 and encourages you to stay connected and involved.

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Jun
27

The Evolution of Coffee Brewing: Geography, Flavor, and Culture

Workshop Description

This workshop explores the diversity of coffee-consuming and producing cultures around the world by examining different coffee brewing methods and the influence of geography and history on flavor profiles (also known as terroir). Participants will gain insights into myriad factors that shape the way coffee is cultivated, prepared, and appreciated across cultures. This workshop offers a focused opportunity to deepen your understanding of how history and terroir shape the art of coffee brewing.

Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room S

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

Book Now >


Instructors & Leads

Noa Berger (she/her)
Sociology PhD Candidate, EHESS

Noa Berger is a sociology PhD candidate at the EHESS, Paris, studying the specialty coffee market in Brazil and France. Her work has been published in Le Monde, 25 Magazine, Standart and others. She regularly speaks at industry events (Re:Co Boston, WOC and others).

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Jun
27

Color and Flavor: How Packaging Design Choices Influence Consumer Behavior

Workshop Description

Beyond its major role of preservation, packaging is an overlooked (and powerful) branding and marketing tool. Packaging plays an important role in attracting the consumers’ attention and creating sensory, hedonic, and symbolic expectations, which may affect actual product experience. This workshop will present the results of a series of experiments designed to investigate how design elements of the coffee packaging impact specialty coffee consumers’ evaluation and choice. More specifically, this engaging workshop drawn on Dr. Carvalho's innovative research published in Food Research International, will demonstrate how colors have a pivotal role in shaping consumer expectations and sensory experiences. Learn how to leverage crossmodal correspondences—linking colors to specific flavors—to optimize your packaging and appeal to target consumer segments.

During this interactive session, participants will:
- Learn the science: Gain insights into the latest findings on how color affects our perception of flavor and aroma and understand the psychological principles behind consumer choices.
- Experience the research: Participate in a sensory tasting that will bring the concept of crossmodal correspondence to life.
- Apply the Findings: Discover actionable strategies to elevate your coffee branding and packaging, making it more appealing to consumers. Participants will leave equipped with practical tools to leverage color psychology in their marketing efforts.

Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room U

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

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Instructors & Leads

Dr. Fabiana Carvalho

Dr. Fabiana Carvalho is a neuroscientist specializing in sensory perception and consumer behavior, particularly in the context of food and beverages. Her recent research on the influence of packaging color on coffee consumption has been groundbreaking, revealing the intricate connections between color, taste expectations, and consumer decision-making.

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Jun
27

Mastering Sensory Skills: A Hands-On Approach to Specialty Coffee Evaluation

Workshop Description

This interactive workshop is designed to enhance sensory skills critical for evaluating specialty coffee. Participants will gain practical experience using the Coffee Flavor Wheel as a framework for identifying and describing coffee flavors. The session includes focused exercises in flavor recognition, sweetness evaluation, and mouthfeel assessment, helping attendees refine their palate and improve their sensory accuracy. Whether you are a coffee professional or enthusiast, this workshop offers tools and techniques to deepen your appreciation of coffee’s complexity and elevate your sensory expertise.

Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room T

Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.

Book Now >


Instructors & Leads

Catherine Qinru Gu (she/her)
Founder and CEO, Ecofarm Coffee (China) Trading Co., Ltd

Founder of Ecofarm Coffee, one of China’s leading specialty coffee brands, with a yearly importation of specialty green bean volume over 2000MT and 800+ different lots. Catherine Qinru Gu has dedicated over 13 years to the coffee industry. Her career is marked by close collaborations with coffee-growing communities both in China and around the globe.

As a certified coffee sensory expert and World Coffee Events (WCE) representative, Catherine brings a wealth of expertise to the international coffee community. She has served as a sensory head judge and organizer for numerous WCE competitions in countries and regions like China, UAE, Hong Kong, Singapore, South Korea, Poland, etc, where her unparalleled palate and deep understanding of coffee tasting have earned her significant recognition.

Catherine’s sensory expertise has played a key role in helping Ecofarm Coffee provide professional green bean sourcing services to global coffee brands. Currently, Ecofarm Coffee collaborates with over 5000 coffee brands across China, Southeast Asia, and beyond. Her deep understanding of flavor profiles and market trends has also served as a source of market inspiration, guiding the selection of premium beans that meet the diverse needs of roasters worldwide.

Her passion for coffee and commitment to the craft have made her a major influencer, shaping the future of the industry in China and beyond. Through her work, Catherine continues to inspire hundreds of thousands of coffee lovers, fostering a greater appreciation for the artistry and complexity behind each cup.

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