Lecture Description

Cold brew coffee has rapidly gained popularity, presenting new opportunities for roasters and coffee enterprises. However, producing it consistently and at scale introduces unique challenges uncommon to traditional specialty coffee practices. This presentation offers an in-depth exploration of these challenges and innovative solutions for cold brew production. Attendees will gain insights into key parameters such as Total Dissolved Solids (TDS), caffeine, and chlorogenic acid (CGA) concentrations. We will share findings on how nitrogen injection—both in gaseous and liquid states—impacts these critical variables. Additionally, the presentation will cover systematic approaches for long-term monitoring, including microbiological analysis to mitigate biological spoilage risks. By sharing our journey and strategies for improving quality control in cold brew production, we aim to empower coffee professionals to embrace this growing market segment confidently. This session will highlight the importance of scientific precision in driving consistency, quality, and innovation in cold brew preparation.

Learning Objective:

• Understand innovative measurement techniques for analyzing coffee and beverages, with a focus on cold brew quality control.

• Learn the critical role of monitoring extraction parameters—such as TDS, caffeine, and chlorogenic acid concentrations—in achieving consistent cold brew production.

• Explore a real-world case study on nitrogen injection and its impact on cold brew extraction levels and quality, including practical challenges and solutions.
  

Date: Saturday, June 28, 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

Francisco Velazquez (he/him)
Scientific Coordination,Camel Step Co.

Dr. Francisco Velazquez is an experienced biophysical chemist with deep knowledge of the molecular processes in biological systems such as coffee. Within the work at Camel Step Co., we are combining different analytical techniques with standard “coffee lab” quality analysis protocols to leverage a more holistic approach towards coffee science during roasting, at the brew bar and beyond.

Lecture Description

Prerequisites and Development Until 2022

• Growth of coffee culture in Ukraine since the 2010s  

•  Development of the specialty segment, local roasting, and competitions  
  

Challenges After the Full-Scale Invasion

• Closure and relocation of coffee shops and production facilities due to active hostilities  

• Problems with logistics and raw material supply  

• Job losses in the HoReCa sector  
  

Business Adaptation and New Formats

• Volunteer initiatives supporting civilians and the military  

• Popularization of filter coffee and drip bags  
  

The Role of Coffee in Volunteering and Supporting the Army

• Coffee businesses donating to the Armed Forces of Ukraine  

• Launch of charitable coffee initiatives  

• Coffee as an element of morale support for both civilians and the military  
  

Changes in Ukrainian Consumer Habits

• Increased interest in home brewing and alternative methods  

• Growing demand for Ukrainian-roasted coffee  

• Shift towards minimalism and prioritization of quality over quantity  
  

The Future of Ukraine’s Coffee Culture

• Post-war recovery: new formats and integration of global trends  

• International recognition of the Ukrainian coffee market  

• The impact of war on the identity of Ukraine’s coffee scene

Learning Objective:

• Attendees will gain insights into how Ukraine’s coffee culture has evolved and adapted during the full-scale war. Specifically, they will learn about: 

• Impact of the War– The challenges faced by coffee businesses, including supply chain disruptions and economic struggles. 

• Adaptation and Innovation – How businesses have adjusted, from volunteer-driven initiatives to changes in consumer preferences. 

• Coffee and Resilience– The role of coffee in supporting the military, volunteers, and civilians during wartime. 

• Shifting Consumer Habits – The rise of home brewing, demand for local roasters, and a focus on quality over quantity. 

• Future Prospects – How the war is shaping the long-term identity and international reputation of Ukraine’s coffee culture. 

• Collaboration Opportunities – How European coffee businesses can engage with Ukrainian partners, from sourcing roasted coffee to joint educational projects and events.

• By the end of the presentation, attendees will understand not only the resilience of Ukraine’s coffee industry but also its potential for growth and influence in the global coffee community
  

Date: Saturday, June 28, 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

Volodymyr Yefremov (he/him)
Head of Production, National Judge Coordinator, Idealist Coffee Co.

Volodymyr Yefremov is a Ukrainian coffee professional with over 12 years of experience in the specialty coffee industry. He is a technologist and project manager specializing in coffee production, quality control, and roasting. As the Judge Coordinator for the SCA Ukraine Chapter, he plays a key role in developing national championships and raising professional standards. Volodymyr’s expertise spans the entire coffee chain. After losing a production facility in Hostomel during the war, he remains dedicated to rebuilding and representing Ukrainian coffee excellence on the global stage.

Lecture Description

Specialty coffee shops shape consumer experiences through design, storytelling, and sensory engagement. This session presents findings from a global semiotic study, where we visited specialty coffee shops across the USA, China, Latin America, and AOA to uncover key trends in consumer communication, design cues, sensory experiences, and coffee expertise.

Through real-world examples, we will explore how businesses outside Europe set new branding, customer engagement, and experiential design standards. From visual cues to in-store interactions, the session will uncover the emerging themes shaping consumer perception and purchasing behaviour, providing valuable takeaways for roasters, retailers, and café owners looking to enhance their brand presence and connect with customers in new ways. Whether you’re a barista, roaster, or café owner, this session will help you understand global specialty coffee trends and how they can be applied to your own business.

Date: Saturday, June 28, 2025
Time: 12:15 - 1:15
Location: 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

Ann Ménard, (she/her)
Global Brand Communication and Insight Manager, Nestlé Professional

Ann Ménard, Global Brand Communication and Insight Manager for Nestlé Professional, brings a wealth of expertise and passion to the world of specialty coffee. With over 20 years of experience in 360° customer and consumer insights and communication, Ann has dedicated most of her career to beverage categories.
Having grown up on a dairy farm in the USA, followed by living in Europe and working in more than forty countries across the globe, Ann's diverse background has shaped her cultural understanding and sharpened her insight lens. Her deep appreciation for applied semiotics, communication, user experience, and design fuels her drive to develop innovative tools that craft inspiring stories for both customers and consumers.
Currently based in Switzerland, Ann is responsible for global communication, identifying worldwide trends, and crafting regional consumer and customer insights. With her expertise, she actively guides the development of the innovation and beverage strategy for Nestlé Professional.

Lucia Laurent-Neva (she/her)
Semiotician, Visual Signo - UK

Lucia Laurent-Neva is a global authority on cultural intelligence, semiotics, and anthropology. She advises leading organisations on brand and communication strategy, helping them develop culturally informed approaches to business and communication. Over a career spanning more than twenty years, she has guided projects across Europe, the USA, and emerging markets in Asia, Africa, and Latin America.

Lucia is the founder of Visual Signo UK - Design & Cultural Intelligence and co-founder of Semiofest, the international conference for applied semiotics. Her expertise lies in crafting strategies for diverse audiences, particularly those in emerging economies and global cultural dynamics.

Lecture Description

The Slow Food Coffee Coalition is a global network of coffee producers, roasters, and activists committed to promoting sustainable and ethical coffee production. As part of the Slow Food movement, the Coffee Coalition focuses on agroforestry and agroecological practices, working to protect biodiversity, enhance environmental sustainability, and support small-scale farmers. By adopting Participatory Guarantee Systems (PGS), members ensure that coffee is grown and traded through transparent, community-driven processes that value local knowledge and collective decision-making. These systems allow farmers to play an active role in defining quality standards and guaranteeing the integrity of their products, creating a stronger connection between producers, roasters and consumers. A core value of the Slow Food Coffee Coalition is fostering collaboration. In this approach, roles within the network are horizontal, promoting equality, and shared responsibility among all members. This inclusive model facilitates the exchange of ideas, skills, and experiences, with the objective of strengthening the overall resilience of the coffee supply chain. 

Learning Objective:

• Attendees will learn about the role of collaborative networks like the Slow Food Coffee Coalition in promoting sustainable and ethical coffee production, and how these networks foster collaboration, mutual respect, and shared responsibility among members.

• Attendees will learn about agroforestry practices and their importance in promoting biodiversity and environmental sustainability within coffee production.

• Attendees will learn about Participatory Guarantee Systems (PGS) and how they can have a role in ensuring transparency and community-driven processes in coffee production and trade.
  

Date: Satarday, June 28, 2025
Time: 12:15 - 1:15 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

Silva Rota (she/her)
Slow Food Coffee Coalition Coordinator, Slow Food

Silvia Rota is the co-coordinator of the Coffee Coalition at Slow Food International. She became involved with coffee through her work at Slow Food, where she contributed to the growth of the Coffee Coalition—an international network of people involved in coffee production, processing, and consumption. The Coalition shares the goal of promoting and advocating for a better, more sustainable, and fairer coffee supply chain, while also raising awareness and educating Slow Food’s audience about coffee.

Her expertise lies in community building and participatory processes, such as the development of local Participatory Guarantee Systems initiatives within coffee communities and other Slow Food groups worldwide.

Cesar Marin (he/him)
Coffee Producer, CHACRA D' DAGO/ SLOW FOOD COFFEE COALITION

Cesar Marin is the Managing Director at Chacra D' Dago based in Junin, Peru. With 15 years of experience in sustainable coffee production and innovation in the specialty coffee industry, he currently manages Chacra D' Dago and is a member of the Slow Food Coffee Coalition, a movement that seeks to create a coffee community based on the principles of biodiversity, transparency, and collaboration.

Efraín Lechuga (he/him)
Coffee Producer, La Victoria

Efraín Llechuga is the 4th generation of a coffee family producer from Puebla Mexico. He is committed to producing organic coffee of the highest quality, but always according to the principle of working with practices that help preserve the nature and positively support the local communities.

Ayu Chuepa (he/him)
Founder, Akha Ama Coffee

Beginning in 2010, Ayu Chuepa established Akha Ama Coffee as a social enterprise, in Chiang Mai, Thailand. In the same year he met James Beard awarded Chef Andy Ricker and the owner of PokPok restaurant in Portland, Oregon. Mr. Ricker introduced him to Duane Sorenson the founder of Stumptown Coffee Roasters and where he went to train for coffee roasting, coffee cupping and retail & wholesale management in 2013. In 2014, he was selected as Slow Food Delegate from Thailand and participated at Terra Madre in Turin, Italy. Since then he has been participating slow food movement and involving in Slow Food Indigenous Peoples' Network as well as Slow Food Coffee Coalition.

Lecture Description

Global coffee logistics are facing unprecedented challenges, from vessel shortages and container scarcity to port congestion and unpredictable shipping costs. These disruptions are creating significant risks for exporters, importers, and roasters, affecting supply chain efficiency and profitability.

In this session, I will provide an in-depth analysis of the current logistical bottlenecks impacting coffee shipments, with a particular focus on Brazil—one of the world's largest coffee exporters. Drawing from over a decade of experience in international coffee trade and logistics, I will explore the root causes of these disruptions, their impact on the global market, and strategies to mitigate risks.

Attendees will gain valuable insights into navigating shipping uncertainties, optimizing supply chain operations, and adapting to the evolving logistics landscape. Through real-world case studies and practical solutions, this lecture will equip coffee professionals with the knowledge needed to manage logistics effectively in an increasingly volatile market.

Learning Objective:

• Understand key logistical challenges affecting coffee exports, including vessel and container shortages, port congestion, and shipment delays.

• Analyze the impact of global supply chain disruptions on coffee pricing, delivery schedules, and supplier-buyer relationships.

• Explore risk mitigation strategies to navigate logistical uncertainties, from alternative shipping routes to improved contract structuring.

• Gain practical insights from real-world case studies on how exporters and roasters are adapting to these challenges.

Date: Saturday, June 28, 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

Brayan Cunha (he/him)
Coffee Trader and Logistics Expert, CarmoCoffees

Brayan Cunha is a coffee trader with a degree in International Trade and over 16 years of experience in coffee exports, international logistics, and supply chain management. A native Portuguese speaker, he is also fluent in English and Spanish, with knowledge of German. Brayan coordinated a Brazilian government program focused on preparing coffee producers for international markets. Currently at Carmel Coffees, he travels worldwide to coffee fairs and industry events, building strong relationships with key players and enhancing his expertise in specialty coffee markets.

Lecture Description

Acidity is a cornerstone of coffee's flavor profile, contributing brightness and complexity to its sensory experience. Despite its importance, the specific compounds driving acidity perception remain underexplored. This lecture examines the intricate relationship between sensory perception and the chemical compounds influencing acidity in coffee. Employing a flavoromics approach, the study integrates sensory evaluations by coffee professionals with advanced chemical profiling techniques. By analyzing coffee samples from diverse origins and processing methods, the research aims to discover how some specific compounds shape the sensory perception of acidity. This session serves as groundwork for a deeper understanding of acidity's role in coffee, emphasizing its importance for improving flavor and consumer satisfaction.

Learning Objective:

• The audience will learn the chemical foundations of coffee acidity and its sensory implications.

• The audience will understand how a flavoromics approach integrates chemical and sensory data to explain acidity.

Date: Saturday, June 28, 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

Agnese Santanatoglia (she/her)
PhD Coffee Chemistry, University of Camerino - Simonelli Group

Agnese recently earned her Ph.D. in Analytical Food Chemistry (Coffee Chemistry) at the International School of Advanced Studies. Her research, part of the Research and Innovation Coffee Hub project, was a collaboration between the University of Camerino and Simonelli Group, focused on advancing coffee science. She holds a Master’s degree in Industrial Pharmacy and a Second-Level Master’s in Nutrigenomics. As a visiting Ph.D. student at Ohio State University’s Flavor Research and Education Center, she studied coffee acidity. Her work explores the chemical characterization of coffee brewing methods, analyzing volatile and non-volatile compounds. She has published in high-impact journals, contributes to international conferences, and collaborates with academic and industrial partners.

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.

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.

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.

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.

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.

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.

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.

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.

Lecture Description

Caffeine is a psychoactive substance that is consumed widely around the world, not only as part of the morning routine of many people around the world. However, since caffeine tolerance is very person dependent as well as caffeine consumption can affect sleep quality, the sector of decaffeinated coffee has grown significantly over the past years.

An important process of decaffeination is the Swiss Water decaffeination (SWD) process, where a water-based, caffeine-free green coffee extract is used to remove caffeine from green beans. The objective of our study was the comparison of pre-decaf and post-decaf coffees to understand, how decaffeination impacts the composition of the green coffee beans, the roasting as well as the Espresso-extraction and the final coffee. The results were performed on three decaffeinated coffee pairs, which were analysed before and after the decaffeination process.

Learning Objective:

• How SWD process impacts the chemical composition of green beans

• How SWD process impacts on the flavour formation during roasting independent of the coffee that was decaffeinated

• How SWD process maintains the flavour characteristics of a coffee
  

Date: Thursday, June 26, 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

Sebastian Opitz (he/him)
Head of green coffee at the coffee excellence center ZHAW

Dr. Sebastian Opitz is the head of green coffee at the Coffee Excellence Center of the Zurich University of Applied Sciences in Switzerland. The main research focus lies on connecting properties of green coffee with cup profile by using a wide variety of analytical chemistry methods and sensory evaluation to explore the impact of origin (coffee variety and species, terroir, post-harvest processing etc.) on final cup. As a AST in green coffee Sebastian is part of the SCA green coffee creators group that develops the curriculum of the SCA Coffee skills program and also teaching green coffee from tree to trade in continuous educations programs of the ZHAW.

Lecture Description

The Latin America Coffee Carbon Footprint Baseline Study is a pre-competitive, collaborative initiative by the Sustainable Coffee Challenge that is supported by nine leading coffee roasters. Together, our goal is to demonstrate the feasibility of an aligned approach to carbon measurement in the coffee sector, with a focus on sampling strategy, data collection, and data analysis. Alongside demonstrating this aligned approach, the study aims to produce accurate and reliable carbon footprint baselines for Arabica and Robusta coffee production in five origins – Brazil, Colombia, Honduras, Mexico, and Peru. The study is a true industry-wide effort; it complements and builds on a similar project led by USAID Green Invest Asia, which established carbon footprint baselines for Robusta coffee production in Vietnam and Indonesia. Like the Asia study, the Latam study also relies on in-kind support from several global traders – 14 in total throughout Central and South America. During this lecture, the panelists will share the study’s results from the phase one countries, Brazil and Colombia, and the successes and challenges to date in bringing together a multi-stakeholder coalition to meet a common goal.

Learning Objective:

• Attendees will be able to have first-time access to the results of the study for Brazil and Colombia, with insight into the coffee carbon footprint of these countries as well as the main source of emissions.

• Attendees will assess the feasibility of a common, aligned approach to carbon footprint measurement throughout the sector, including a look at sampling techniques, data collection, and data analysis.

• Attendees will explore the avenues for ongoing climate action and investment in carbon reduction, based on the data presented, and will look at the relevance of the data when it comes to ongoing climate reporting.
  

Date: Thursday, June 26, 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

Nora Burkey
Project Lead - Latin America Coffee Carbon Footprint Baseline Study, Sustainable Coffee Challenge

Alongside other roles in coffee, Nora Burkey serves as the Project Lead for the Latin America Coffee Carbon Footprint Baseline Study on behalf of Sustainable Coffee Challenge. The study aims to establish carbon footprint baselines for coffee production in five origins in Latin America, and support the development of a common framework for carbon footprint sampling, data collection, data analysis, and data use. This project builds on Nora's previous experience consulting for other organizations in the coffee, climate, and carbon space, including The Nature Conservancy, Fairtrade International, and Cooperative Coffees, among others.

Lecture Description

Coffee cupping has never been a static methodology. Since sensory assessment of coffee was first used, cupping has not ceased evolving, as it is adopted by more and more professionals, adapts to the industry's changes, and incorporates scientific advances. Our times are not exception to that: from a more global and diverse specialty coffee industry to the incorporation of AI or to the adoption of Coffee Value Assessment, coffee cupping will keep evolving, and cuppers will need to evolve as well, to meet the future's needs. This lecture will offer an insight into the drivers of cupping evolution and the possible future of cupping.

Learning Objective:

• What are the drivers for the historical evolution of coffee cupping.

• How is today's cupping different from decades ago?

• How will coffee cupping likely evolve in the near future?

• How will cuppers need to adapt to stay current?
  

Date: Thursday, June 26, 2025
Time: 12:15 - 1:15 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

Mario Fernández (he/him)
Technical Officer, Specialty Coffee Association

Mario Fernández, is a Food Technologist with a Ph.D in Food Science. He is currently the SCA Technical Officer and former CQI Technical Director. He has a vast experience in coffee sensory training and assessment and it’s a Q-Grader and Q-Processing instructor. With more than 30 years of experience in “Cafeología” and applied coffee flavor science.

Lecture Description

In the dynamic coffee industry, consolidation poses significant challenges and opportunities for small businesses. This lecture offers practical insights into navigating consolidation trends, drawing from recent market data and key transactions involving industry giants like JAB Holdings, Nestle, and boutique brands such as Blue Bottle Coffee. We explore the drivers behind consolidation, including market saturation and the pursuit of innovation.

Through real-world examples, we showcase how small businesses can leverage M&A, venture capital, and private equity to scale up and remain competitive. Additionally, we delve into the transformative role of technology, highlighting advancements in coffee brewing and supply chain management. Success stories from Intelligentsia Coffee and Blue Bottle Coffee demonstrate effective strategies for differentiation and growth amidst consolidation pressures.

This lecture equips entrepreneurs with actionable strategies to navigate consolidation dynamics and thrive in the evolving coffee market.

Learning Objective:

• Understand the drivers and implications of consolidation in the coffee industry, including market saturation and the pursuit of innovation.

• Learn practical strategies for small coffee businesses to navigate consolidation dynamics, such as leveraging mergers and acquisitions, venture capital, and private equity.

• Explore the transformative role of technology in coffee brewing and supply chain management, and how it can be utilized to enhance competitiveness amidst consolidation pressures.

• Gain insights from real-world success stories of small coffee companies like Intelligentsia Coffee and Blue Bottle Coffee, and apply their strategies for differentiation and growth in the evolving market landscape."

Date: Thursday, June 26, 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

Lukasz Mrowinski (he/him)
Investor, ECK Capital, Coffee On Air

Lukasz Mrowinski, co-founder and ex-CEO of Etno Cafe, a Polish coffee brand (28 cafe chain, a roastery and a cold brewery).

Under his leadership, Etno Cafe (est. 2012) introduced many innovations and experienced dynamic growth through organic expansion and strategic M&A deals, leveraging investor funds for development, which resulted in achieving 7th place in the Food and Beverages category in the Financial Times FT 1000 ranking of 2020.

In April 2022, Lukasz exited Etno Cafe to pursue M&A ventures, joining the Harbour Club. This organization offers practical insights and strategies for entrepreneurs seeking to acquire, revitalize, and divest businesses.

Since May 2020, Lukasz has also been hosting the Coffee On Air podcast.

Before joining the coffee industry, Lukasz was a lawyer and tax advisor for over 12 years, including 6 years at KPMG and 3 years at Credit Agricole.

Lecture Description

Our industry has found different ways to answer the question, ""what is specialty coffee?"" since the term was first introduced in the 1970s by Erna Knutsen. In this lecture, we'll look at three common themes in the answers to this question over time—improving lives, chasing quality, and delivering experience—before sharing the SCA's formal answer to this question, published in 2021. Along the way, we'll also highlight different places to learn more about some of the latest answers here at Expo.

Date: Thursday, June 26, 2025
Time: 11:00 - 12:00
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

Kim Elena Ionescu (she/her)
Chief Sustainability and Knowledge Development Officer, Specialty Coffee Association

Kim Elena Ionescu is the Chief Sustainability and Knowledge Development Officer for the Specialty Coffee Association (SCA), where she leads a team that turns research and emerging knowledge into event programs, standards, educational curriculum, and publications that serve specialty coffee industry businesses and professionals across the supply chain and around the world. Prior to joining the association in 2015, Kim spent a decade buying coffee and directing sustainability at Counter Culture Coffee in North Carolina, where she resides with her husband and two daughters.