Introduction to Cupping
Workshop Description: The Intro to Cupping Workshop provides those new to cupping with tools to analyze and describe their sensory perceptions of coffee. Specifically tailored to beginners, the workshop provides a welcoming and supportive environment to explore the world of coffee evaluation. Participants will learn practical techniques to assess coffee’s sensory attributes through engaging tastings and hands-on activities, bridging theory with practice.
Learners who complete this workshop will be able to:
1. Explain how cupping is used in professional settings across the coffee value chain.
2. Define and differentiate among key terms like fragrance, aroma, flavor, aftertaste, acidity, sweetness, mouthfeel, and overall.
3. Detect differences in intensity and sensory profile among coffee samples.
4. Use sensory evaluation tools like check-all-that-apply (CATA) boxes and nine-point affective scales.
5. Identify personal preferences in sensory attributes in coffee.
Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:30 p.m.
Room Number: 30 DE
Category: Cupping
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Seidy Selivanow
Inside the Roast: Essential Coffee Roasting Concepts for Beginners
Workshop Description: Have you ever wondered what’s really happening inside the roaster—or wished someone would finally break down coffee roasting in a clear, approachable way? Whether you’re a coffee enthusiast, a new barista, or an aspiring roaster, this beginner-friendly workshop invites you to step behind the curtain and experience roasting up close.
In this session, we’ll explore the foundational theory behind coffee roasting and how heat, airflow, and timing shape flavor. You’ll learn to recognize the three key phases of every roast—drying, Maillard, and development—along with the visual, aromatic, and audible markers that guide a roaster’s decisions. We’ll also discuss green coffee basics such as density, moisture, and processing, and how these characteristics influence roast approach, green buying decisions, and menu development for coffee businesses. These foundational skills strengthen quality control, support better communication with roasting partners, and deepen understanding of how roast profiles impact the coffees served on your menu.
The workshop concludes with a comparative cupping, where we’ll taste how roast decisions show up in the cup—exploring underdeveloped, well-developed, and over-roasted coffees side by side. Perfect for anyone curious about taking their first steps into coffee roasting—come learn, taste, and explore what really happens inside the roast.
Learning Objectives:
1. Understand the foundational science and sensory markers of the three key roasting phases—drying, Maillard, and development—and how they directly influence sweetness, acidity, body, and overall cup quality.
2. Identify how green coffee characteristics (density, moisture, processing) inform heat application and roast approach, and learn how this knowledge supports better purchasing decisions, green coffee selection, and alignment with a café’s menu needs.
3. Develop the ability to evaluate roast outcomes through guided cupping—distinguishing underdeveloped, baked, and well-developed coffees—and understand how this sensory awareness strengthens QC practices and informs menu development for coffee businesses.
Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 C
Category: Cupping
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Mo Maravilla
Less Chaos, More Clarity: Time Management & Organizational Skills for Coffee Professionals
Workshop Description: In Less Chaos, More Clarity: Practical Time Management and Organization for Coffee Professionals, participants learn how to take control of their time, energy, and workflow in a way that feels realistic and sustainable. This workshop begins with a foundational understanding of how you work best, your natural energy patterns, focus rhythms, and environmental needs, because effective time management starts with knowing yourself.
Participants will explore the most common productivity pitfalls, evaluate their own habits, and learn practical strategies for prioritizing what matters most. From distinguishing urgent versus important work to setting achievable weekly goals, participants will walk away with tools that reduce overwhelm and prevent burnout.
The session also covers systems and processes that make organization easier: digital tools, calendar management, communication boundaries, and routine-building. Finally, we’ll dive into workflow and workload strategies that support consistency, such as structuring your day, protecting your availability, and knowing when to reset and recalibrate.
This workshop offers clear, actionable frameworks that help attendees replace chaos with clarity and take ownership of their days with confidence.
Learning Objectives:
1. Understand your personal work rhythms to manage your energy, not just your time.
Participants will identify their high-focus periods, evaluate current habits, and align their most important tasks with their natural energy peaks.
2. Recognize and overcome common time-management pitfalls.
Attendees will assess personal tendencies around procrastination, overcommitment, lack of delegation, and organizational blind spots.
3. Use effective prioritization and planning strategies to reduce stress and prevent burnout.
Attendees will learn to distinguish urgent vs. important tasks, set realistic goals, and manage competing priorities with clarity.
4. Build sustainable systems that support organization and accountability.
Date: Friday, April 10, 2026
Time: 9:00 a.m. - 11:30 a.m.
Room Number: 30 C
Category: Business
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Krystal Burns
Patrick Burns
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 3 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.
Learning Objectives:
1. Identify Key Growth Opportunities:
Attendees will learn how to assess opportunities for growth and scalability within the context of market consolidation, including partnerships, acquisitions, and investments.
2. Develop a Customized Scaling Strategy:
Participants will create a personalized growth roadmap by evaluating different scaling methods—organic growth, strategic M&A, and funding through VC or PE—tailored to their business needs.
3. Leverage Technology for Competitive Advantage:
Learn how to adopt and implement innovative technologies, such as supply chain optimization and data-driven decision-making, to enhance operational efficiency and market positioning.
4. Preserve Brand Identity While Scaling:
Gain insights into maintaining a company’s unique identity and customer loyalty while navigating expansion through M&A or investment-driven growth.
Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 30 B
Category: Business
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Lukasz Mrowinski
The Business of Building Better Blends: Defects and Commodity are not Dirty Words
Workshop Description: The founders at Anthem Coffee learned the art of blending from their uncle, Vaughn Neblock, the lead coffee buyer at Folgers in the 1960s, 70s, and 80s. Many of his employees went on to lead major mass market coffee companies and used what he taught them to run their buying portfolios. Using techniques learned working alongside him we hope to give participants a reliable framework for building blends that can remain consistent regardless of market and buying conditions. We will introduce the Category approach and lead participants through the use of the Affective form for gleaning information and data from their own internal team and customers to learn how to use replacement coffees and coffee buying to keep their blends reliable and consistent. A combination of presentation and hands on will give participants practical experience with building blends on a budget. The final hour will challenge participants to match a commercially available blend with coffees that come from the Categories we present.
Learning Objectives:
1. Greater familiarity with the Affective form and how powerful of a tool it can be for roasters when used to collect data at all points in their blend development process
2. Foster in specialty roasters an awareness of the applications lower quality coffees have in their roasting stables and blending practices
3. A greater appreciation for how defects actually affect the cup quality of your blends, i.e. "maybe we CAN blend with 150 defect coffee at X percentage and nobody really will be able to tell the difference.
Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 AB
Category: Brewing
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Russell Thorpe
Jacob Burlin
Fundamentals of Green Coffee Buying
Workshop Description: A purposeful green coffee buying strategy is key to the success of every coffee roasting business. This workshop introduces the fundamentals of effective green coffee sourcing and purchasing. Participants will learn standard industry practices for how coffee is bought, traded, and transported, setting the stage for successful relationships with coffee producers, suppliers, and logistics providers. We will cover the core components of a complete green buying program, including quality and price discovery, sample and offer evaluation, contracts and risk management, relationships and effective communication, and how to align sourcing decisions with your company’s brand, budget, and values. Through an interactive lecture and small group activities, attendees will gain a clearer understanding of coffee sourcing best practices, current innovations, and practical tools they can apply to strengthen both their buying programs and supplier relationships.
Learning Objectives:
1. Design a basic green coffee buying plan: Attendees will be able to map out the coffee value chain and core components of a buying program for their own context.
2. Understand quality and pricing dynamics: Attendees will learn how commodity and specialty markets interact, connecting this to how they interpret offers, evaluate samples, assess risk, and build relationships.
3. Work more effectively with suppliers and logistics partners: Attendees will be able to identify key contract terms, logistics considerations, and communication practices that support stronger, more transparent relationships with producers, importers, and logistics providers.
4. Align sourcing with brand, budget, and values: Attendees will be able to connect day-to-day buying decisions to a company’s values, brand positioning, and financial considerations.
Date: Friday, April 10, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 30 C
Category: Brewing
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Train-The-Trainer: Advancing Your Skills as a Coffee Educator
Workshop Description: This workshop focuses on honing in and developing the necessary skills to become an impactful coffee educator! In “Train-the-Trainer,” we will give attendees the practical tools to create and deliver a great coffee training on any subject.
We will begin with how adults actually learn and why people need different approaches. Attendees will then learn how to build a complete training program step-by-step, from the big-picture curriculum to individual lessons with clear goals.
We'll practice the very important but often overlooked people and emotional skills that make training really work. Learn how to give feedback that helps instead of hurts, use language that builds confidence, and keep your trainees engaged and excited to learn. This workshop provides valuable insights whether you're a cafe owner, manager, professional trainer, or looking to be one. You'll walk away with a lesson you created yourself, ready to use right away, and with lasting teaching techniques to become an unforgettable educator!
Learning Objectives:
1. Design structured training programs that apply adult learning principles and accommodate diverse learning styles (visual, auditory, kinesthetic, reading/writing).
2. Develop complete lesson plans with measurable objectives, appropriate activities, and assessments for various coffee-related topics and experience levels.
3. Apply effective communication techniques, including depersonalized feedback, positive language framing, and validation strategies that build trainee confidence.
4. Implement engagement strategies such as pacing lectures, using body language effectively, and maintaining learner interest through varied instructional methods.
Date: Friday, April 10, 2026
Time: 1:30 p.m. - 3:30 p.m.
Room Number: 30 B
Category: Training
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructors
Tarra Samuelson
Julie Housh
Integrating Sensory Science with the Coffee Value Assessment (CVA)
Workshop Description: The Coffee Value Assessment (CVA) is reshaping how the industry evaluates and communicates coffee quality. This workshop provides a practical, sensory-science–driven pathway for understanding and applying the CVA framework across its four dimensions: Physical, Descriptive, Affective, and Extrinsic.
Aimed at cuppers, roasters, quality leads, and sourcing professionals, the session demonstrates how structured sensory practice strengthens CVA-aligned evaluation and supports more consistent, evidence-based quality decisions. Participants will explore key sensory-science principles—including perception, thresholds, attribute recognition, and panel calibration—and learn how these principles can enhance CVA scoring, interpretation, and communication.
A central hands-on component features a guided tasting using FlavorActiV’s GMP Flavour Standards and other globally recognised reference tools designed to align and calibrate human sensory panels. This exercise helps attendees develop sharper attribute identification skills, understand perceptual variation, and apply calibrated sensory outputs directly to the CVA’s descriptive and affective dimensions.
By the end of the workshop, attendees will be better equipped to connect sensory data with coffee value, improve panel reliability, and integrate CVA-aligned practices into their own evaluation processes. The session is designed to deliver both immediate practical skills and a deeper understanding of how sensory science underpins this new era of coffee quality assessment.
Learning Objectives:
1. Apply core sensory-science principles - including perception, flavour thresholds, and attribute recognition to improve alignment with the CVA framework.
2. Enhance panel consistency and reliability by using calibrated reference materials (GMP Flavour Standards) to standardise attribute identification and descriptive accuracy.
3. Interpret and connect sensory outputs to the CVA dimensions, particularly the Descriptive and Affective components, to support clearer and more meaningful evaluation outcomes.
4. Integrate CVA-aligned sensory practices into everyday cupping and quality workflows, enabling more confident, data-supported decisions across sourcing, roasting, and QC operations.
Date: Friday, April 10, 2026
Time: 1:30 p.m. - 4:00 p.m.
Room Number: 31 AB
Category: Brewing
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructors
Luis Héctor Valdez
Leandro Fedele
Work It! Coffee Shop Bar Design and Workflow Efficiency
Workshop Description: Make your cafe work for you, your team, and your guests! Whether you’re in the process of designing a cafe space, or want to make sure that your team is working together, let’s come together to work on workflow!
In this workshop we will discuss the theory behind workflow management and intuitive customer design. We will examine case studies of different bar layouts - how they work and why they work, examine different approaches to bar layout and design flow, and discuss not just the physical workspace but how teams can work together to be efficient behind the bar while providing the most hospitable experience for your guests. Whether you have one person on bar, or two (or more!) we’ll discuss the best way to approach drink order and how everyone can work together to ensure the highest quality of drinks is being served and your customers are receiving the highest level of hospitality!
Learning Objectves:
1. Understand what “workflow” and “bar flow” is in a cafe
2. Understand the how and why of different approaches to bar layouts and workflows
3. Understand different roles and responsibilities behind the bar (from a 1-person bar to a many-person bar!)
4. Understand and apply team-building approaches to ensure high standards of quality and hospitality
5. Understand human-centered design principles and design psychology
6. Designing for optimization for people and culture behind and in front of the bar
Date: Friday, April 10, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 32 AB
Category: Business
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Selina Viguera
Mo Maravilla
Recognizing Freshness, Staleness, and Age in Roasted and Green Coffee
Workshop Description: What does freshness in coffee taste like? What causes green coffee to age prematurely? How should you store your beans for optimal shelf life?
This workshop explores what coffee freshness truly means, how it’s impacted, and practical ways to preserve it. Led by Chris Kornman and Isabella Vitaliano from the Crown’s Research Team, participants will engage in guided tastings of both fresh and aged coffees, and delve into recent experiments and findings on coffee storage and shelf life.
Learning Objectives:
1. Recognize key sensory markers of staleness in roasted coffee and age in green coffee
2. Understand the underlying causes of staleness and age
3. Gain actionable strategies for optimizing storage and preservation of freshness
4. Improve the ability to communicate about freshness, seasonality, and the importance of proper storage
Date: Friday, April 10, 2026
Time: 1:30 p.m. - 3:30 p.m.
Room Number: 31 C
Category: Cupping
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Chris Kornman
Isabella Vitaliano
Introduction to Cupping
Workshop Description: The Intro to Cupping Workshop provides those new to cupping with tools to analyze and describe their sensory perceptions of coffee. Specifically tailored to beginners, the workshop provides a welcoming and supportive environment to explore the world of coffee evaluation. Participants will learn practical techniques to assess coffee’s sensory attributes through engaging tastings and hands-on activities, bridging theory with practice.
Learning Objectives:
Learners who complete this workshop will be able to:
1. Explain how cupping is used in professional settings across the coffee value chain.
2. Define and differentiate among key terms like fragrance, aroma, flavor, aftertaste, acidity, sweetness, mouthfeel, and overall.
3. Detect differences in intensity and sensory profile among coffee samples.
4. Use sensory evaluation tools like check-all-that-apply (CATA) boxes and nine-point affective scales.
5. Identify personal preferences in sensory attributes in coffee.
Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:30 p.m.
Room Number: 30 DE
Category: Cupping
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
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Instructor
Seidy Selivanow
Public Cupping: Smithsonian Bird Friendly Coffee
Public Cupping - Open to All Attendees
Cupping Room 381 A
Public Cupping: Denomination of Origin "Villa Rica Coffee" Peru
Public Cupping - Open to All Attendees
Cupping Room 381 B
Private Cupping: Cafe Imports
Private Cupping - Open to Select Attendees
Cupping Room 381 C
Public Cupping: Caravela Coffee
Public Cupping - Open to All Attendees
Cupping Room 382 A
Public Cupping: Osito Coffee & Cacao
Public Cupping - Open to All Attendees
Cupping Room 381 A
Public Cupping: Neumann Gruppe USA
Public Cupping - Open to All Attendees
Cupping Room 381 A
The Alchemy of the Pour: Mastering Latte Art Techniques
Workshop Description: Latte art transcends mere aesthetics; it represents the culmination of skill, technique, and the quality of coffee ingredients. This hands-on, bilingual workshop will immerse participants in the captivating world of latte art, highlighting how minor adjustments in milk texturization and pouring technique can lead to significant differences in visual and flavor appeal.
Throughout the session, we will explore the science of milk composition, the importance of espresso as a foundation, and the artistry behind each pour. Participants will engage in practical exercises to master silky microfoam and create stunning designs, from classic hearts to intricate rosettas and tulips.
Join us for an immersive experience that fuses technique with artistry, and take your coffee crafting skills to new heights!
El latte art trasciende lo puramente estético; representa la culminación de habilidades, técnica y la calidad de los ingredientes del café. Este taller práctico y bilingüe permitirá a los participantes profundizar en el arte del latte art, mostrando cómo pequeños ajustes en la texturización de la leche y en la técnica de vertido pueden generar diferencias significativas tanto en la presentación visual como en el perfil de sabor.
A lo largo de la sesión, exploraremos la ciencia detrás de la composición de la leche, la importancia del espresso como base fundamental, y el arte detrás de cada vertido. Los participantes realizarán ejercicios prácticos para perfeccionar la creación de microespuma sedosa y desarrollar diseños sorprendentes, que van desde corazones clásicos hasta rosetas y tulipanes intrincados.
Te invitamos a participar en una experiencia que combina técnica y creatividad, elevando tus habilidades en la elaboración de café a un nivel superior.
Date: Friday, April 25, 2025
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 362DEF
Category: Espresso
Price: $252
Booking: To book your place in this Workshop, head to the Specialty Coffee Expo Registration Portal and add a session to your order. Already registered? Simply enter your email address and badge code to access your booking and add other paid events to your badge.
Instructor
Nicole Rosaly Martínez (she/her)
Authorized SCA Trainer (AST)
Nicole Rosaly is a dedicated coffee educator and Authorized SCA Trainer (AST) in Barista Skills, with certifications in Sensory Skills, Brewing, and Green Coffee. With over 18 years of experience in the coffee industry, Nicole has had the privilege to teach through workshops and certifications in both English and Spanish, always striving to make learning accessible and meaningful for everyone. Currently serving as Coffee Director at La Academia de Baristas de Puerto Rico, a barista professor at Universidad Ana G. Méndez in Puerto Rico, one of the creators of Project Origin for Puerto Rico, and on a new coffee journey with Not Your Average Joe, Nicole is deeply committed on supporting the growth of the coffee community. She believes in the value of collaboration and the importance of creating training programs that accommodate all types of abilities, helping individuals at every level unlock their potential and continue growing. With a focus on nurturing talent and fostering genuine connections, Nicole is grateful for the chance to share her love & passion for coffee through this workshop and contribute to the success of others.
Regenerative Thinking: A Design Thinking Toolkit for Specialty Coffee
Workshop Description: The practice of sustainability requires the dynamic careful balance of social, economic, and environmental priorities. Achieving this balance is by nature complex, as the connections are usually not clearly defined or emerge in scales (time or space) not easily identifiable by conventional analytical approaches. This challenge calls for a new (collective) mindset and leadership capacity, being more conscious, purposeful, and strategic to create this sustainable future (intentionally), generating greater possibilities for all actors in the coffee value chain.
Design thinking is a human-centered (user-centered) approach to problem-solving that amalgamates stakeholders’ need through empathy and an adaptive process rooted in practice and action-learning. The use of prototypes for making tangible the product or services help the designer re-think solutions to bring new perspectives and ideas, transforming the way people, organizations, and businesses solve these problems and create shared-value solutions.
This workshop will introduce prototyping techniques from design thinking for solving a set of real sustainability challenges in the specialty coffee sector that will allow the generation of a creative solution (prototype) that intersect desirability, viability, and feasibility. The blend of theoretical elements with action-learning offers a new way to understand problem solving and social innovation to make coffee better, for all.
Our goal is to provide actionable knowledge that support sustainability professionals, coffee companies and producer organizations in the specialty coffee industry to incorporate skills and mindsets that facilitate the generation of transformative solutions that are regenerative and distributive by design, and that consider sustainability an ongoing practice for learning how to make the right thing the right way, a commitment for create a coffee sector of shared opportunity, shared responsibility, and shared prosperity.
The workshop is inspired by the Theory U philosophy, Doughnut Design for Business tool, and the Human-Centered approach to innovation that will be adapted to the specialty coffee context to create an impactful and dynamic activity for all the participants.
Date: Friday, April 25, 2025
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 370AB
Category: Brewing/Sensory
Price: $252 $170 (SCA Member) / $200 (Regular)
Booking: To book your place in this Workshop, head to the Specialty Coffee Expo Registration Portal and add a session to your order. Already registered? Simply enter your email address and badge code to access your booking and add other paid events to your badge.
Instructor
Andrés M. Montenegro J. (he/him)
Sustainability Director, Specialty Coffee Association
Andrés Montenegro is the Sustainability Director at the Specialty Coffee Association. He is graduated as Agroindustrial Engineer and holds a M.Sc. in Process Design and Management with a major in food-bioprocesses. With over 15 years of experience navigating the coffee industry, he has focused his professional activity in the intersection between private companies, civil society, and governmental organizations for joint creation of innovations with shared purpose. As a coffee lover, and self-described coffee geek, he is passionate about findings ways to make coffee better, acknowledging the handprint & footprints to keep the coffee ritual thriving in tandem with society & environment.
Strategic Brand Positioning: Understanding Your Market & Defining Your Edge
Workshop Description: In today's saturated specialty coffee market, having exceptional blends or beautiful single origins isn't enough - you need a deep understanding of your competitive landscape and a clear brand positioning strategy to truly stand out. This comprehensive workshop will equip roasters with essential tools for analyzing the market and positioning your brand for growth. Understanding your competition is crucial for identifying gaps in product line offerings, price points, and approach to coffee that could become your opportunity. Without this knowledge, you risk becoming just another craft roaster or missing key differentiators that could set your brand apart. Through careful analysis of market trends and competitor strengths, weaknesses, opportunities, and threats, you'll discover how to carve out your unique space and create a compelling value proposition that resonates with wholesale and retail customers. Whether you're launching a new roasting business, expanding your wholesale program, or refreshing your existing brand, developing a clear mission statement, brand voice, and personality isn't just helpful - it's essential for sustainable growth. By understanding your target buyers and crafting a distinctive roasting identity, you'll create a foundation for meaningful customer connections and long-term success. Join us to learn how to transform market research into actionable brand strategy..
Date: Friday, April 25, 2025
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 371AB
Category: Business
Price: $252
Booking: To book your place in this Workshop, head to the Specialty Coffee Expo Registration Portal and add a session to your order. Already registered? Simply enter your email address and badge code to access your booking and add other paid events to your badge.
Instructor
Darleen Scherer
Founder + CEO, Black Sheep
Darleen Scherer, founder of Black Sheep Coffee Collab, is a brand strategist & coffee entrepreneur.
She helps coffee brands grow by leveraging over 20 years of experience in the coffee industry as an entrepreneur and a marketer. From building coffee roasting companies to guiding businesses through challenges, Darleen has walked her clients' shoes and understands what it takes to succeed.
Recognized by: The New York Times, Roast Magazine, SPRUDGE, The Wall Street Journal
Industry Credentials:
Specialty Coffee Association - Presenter + Panelist, Former USBC Sensory Judge
Coffee Quality Institute - Arabica Q Grader
Coffee Fest - Presenter + Panelist
Coffee Roasters Guild - Former Executive Council Member
Infused at Origin: Understanding and Experiencing Infused Coffees
Workshop Description: Join us for an in-depth exploration of the growing trend of infused green coffee—a processing technique that is making waves in the coffee landscape. In this hands-on workshop, you'll learn about this trending category of coffee, including how it's made at origin, what sets it apart from other coffee processing methods, and its potential advantages and drawbacks.
Date: Friday, April 25, 2025
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 360DEF
Category: Brewing/Sensory
Price: $252
Booking: To book your place in this Workshop, head to the Specialty Coffee Expo Registration Portal and add a session to your order. Already registered? Simply enter your email address and badge code to access your booking and add other paid events to your badge.
Speakers
Hernando Tapasco (he/him)
Hernando Tapasco is an Agronomist and seasoned Q-Grader cupper, with extensive experience in coffee quality assurance and processing. As a consultant he is widely recognized by his skills to connect coffee production and processing with distinctively attributes in the cup. He grew up in a coffee farm and is a Q Processing instructor.
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, April 25, 2025
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 361DEF
Category: Cupping
Price: $252
Booking: To book your place in this Workshop, head to the Specialty Coffee Expo Registration Portal and add a session to your order. Already registered? Simply enter your email address and badge code to access your booking and add other paid events to your badge.
Instructor
Todd Arnette (he/him)
B Corps & Beyond: An economy to benefit people, communities, and the planet
Lecture Description
The traditional profit-driven business model often overlooks systemic challenges like inequality and climate change. These issues not only harm businesses in the long term but also conflict with the core values of many purpose-driven companies. Models like B Corps, along with other innovative business models, offer businesses a way to build long-term resilience, spark innovation, and achieve sustainability while maintaining financial performance.
Though the regulatory environment in the U.S. remains uncertain, particularly with the upcoming administration, there is broad agreement that the future of business—shaped by policies such as the CSRD (Corporate Sustainability Reporting Directive) and EUDR (EU Deforestation Regulation)—will demand greater ethical accountability. Businesses will need to adapt to increasing expectations for sustainable and socially responsible practices.
This panel, featuring Forum for the Future, B Lab, and two B Corps from the coffee sector, will explore the possibilities of innovative business models in reimagining how businesses can work. Attendees will hear about the benefits and challenges of becoming a B Corp, gain insights to guide businesses considering alternative models, and leave with practical tools to enhance sustainability in any organization, regardless of its business model.
Date: Friday April 25, 2025
Time: 1:00pm - 2:00pm
Location: Room 361ABC
Category: Sustainability
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Adam Pesce
President, Reunion Coffee Roasters
Adam Pesce is the President of Reunion Coffee Roasters in Toronto, a B Corp-certified specialty roaster, wholesaler and retailer.
Adam is a member of the board of the Coffee Association of Canada, and leads its Sustainability Committee. He was a member of the SCA’s Sustainability Council, founder of the SCA’s Canadian Chapter and has served for 11 years on the board of Grounds for Health.
Over the course of his 20-year career in coffee, Adam has travelled around the world extensively as a passionate advocate of sustainability in coffee and business, and as a buyer.
Lee Wallace
CEO, Peace Coffee
Microbial Terroir: Harnessing Wild and Cultivated Biodiversity to Enhance Coffee Quality
Lecture Description
This panel will explore the fascinating concept of microbial terroir and how wild and cultivated biodiversity shape coffee quality. While discussions about biodiversity in coffee landscapes often focus on charismatic species, the hidden world of microbes, yeasts, and fungi plays a critical role in flavor development. Building on exciting new research that links coffee quality to soil and fruit microbiomes on Colombian coffee farms, this session will explore the connections between microbial diversity, production and post-harvest practices, and quality outcomes.
Panelists will include researchers, producers, and industry leaders who leverage microbial biodiversity to enhance coffee quality. Topics will include the impacts of wild yeast strains and soil microbial communities on cup profiles and the role of soil management strategies including forest inoculation on coffee yield and flavor. Attendees will gain practical insights into how microbial biodiversity can be harnessed to achieve a high-quality, resilient coffee supply. This session offers actionable strategies to integrate microbial diversity into coffee sourcing, processing, and marketing, enhancing both quality and sustainability and underscoring the vital link between biodiversity conservation and exceptional coffee.
Date: Friday April 25, 2025
Time: 1:00pm - 2:00pm
Location: Room 362ABC
Category: Science
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Dr. Steve Kutos
The Future of Indian Coffee: A Focus on Specialty, Sustainability and Access
Lecture Description
This panel discussion will delve into the dynamic landscape of Indian specialty coffee. We will explore the factors driving the growth of the Indian specialty coffee industry, including advancements in cultivation, processing, and quality control and research. A key focus will be on the sustainability of traditional coffee-growing practices in India. We'll discuss the importance of shade-grown coffee, natural forest environments, and rich biodiversity. Additionally, the panel will highlight the unique value of endemic Indian coffee species and the ongoing research into climate-resilient species. The panel will discuss strategies to enhance access to global markets, such as building strong brand identities, fostering sustainable partnerships, and leveraging direct trade relationships. By examining the challenges and opportunities facing the Indian specialty coffee sector, this panel aims to stimulate insightful discussions and foster collaborations among industry stakeholders.
Date: Friday April 25, 2025
Time: 1:00pm - 2:00pm
Location: Room 360ABC
Category: Sustainability
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Moderator
Amaris Gutierrez-Ray (she/her)
VP of Coffee, Joe Coffee Company
Amaris Gutierrez-Ray is the VP of Coffee for Joe Coffee Company, a roaster in New York City that owns and operates 25 cafes in the 5 boroughs. She was the founder of the Women in Coffee Project, and is now a collaborative co-founder of TWICE (Team Women in Coffee Exchange).
Panelists
Komal Sable (she/her)
Founder, South India Coffee Company
Komal Sable, a serial entrepreneur, co-founded South India Coffee Company (SICC) in 2017. Born in Pune, Maharashtra, she is a Q Processing Level 2 - Professional and also a Post Harvesting Processing Lecturer. Komal's entrepreneurial journey extends across various sectors, including technology, fashion, and lifestyle services. SICC is a collaborative supply chain company that sources sustainably produced Indian specialty coffee with delivery across the world. Its mission is to work with coffee producers, roasters, and importers to create a more equitable and sustainable coffee industry.
Akshay Dashrath (he/him)
Specialty Coffee Producer & Researcher, South India Coffee Company
Akshay Dashrath leads research at South India Coffee Company, focusing on developing drought-tolerant, low-intervention coffee species. He manages operations as Mooleh Manay Estate, cultivating specialty coffee and black pepper using data-driven, sustainable practices. His work emphasizes agroforestry and multi-cropping, aiming for financial, environmental, and social sustainability in South India's shaded coffee regions. He's actively evaluating non-traditional coffee species and hybrids for future propagation, driving innovation in the coffee research world.
Tanya Rao (she/her)
Founder & Roaster, Kaveri Coffee Works
Tanya Rao is the founder of Kaveri Coffee Works, the Bay Area's first woman-owned coffee company specializing in premium Indian coffee. Based in Berkeley, she expertly sources and roasts beans to showcase India's rich coffee heritage and unique flavor profiles. With a diverse background in software, finance, education, and specialty foods, Tanya is a recognized leader and innovator, passionate about building a sustainable coffee business and elevating Indian coffee on the global stage.
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.
Date: Friday April 25, 2025
Time: 1:00pm - 2:00pm
Location: Room 352DEF
Category: Sustainability
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Marcelline Budza
Marcelline Budza is a farmer, feminist and human rights defender of Congolese nationality, known for my contribution to the fight against the socio-economic violence faced by women in the east of my country, thanks to coffee growing.
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.
Presentación de Oferta y Demanda Global por Sucafina
Lecture Description
We continue to experience an incredibly volatile NY”C” market, and it is likely that 2025 will continue to see unexpected movements. It is important for exporters, cooperatives and producers to understand the ever-changing market conditions so that appropriate trading decisions can be made. What awaits us in 2025? This presentation will provide participants with an overview of Sucafina’s methodology to evaluating global supply and demand. We will take an in-depth look at fundamentals, macroeconomic factors, fund positioning and technicals—all factors that strongly influence coffee market prices. We will dissect origin production figures, global demand, differential trends, the macro-economic situation, fund positioning, arbitrage, spreads and certified stocks. We don’t have a crystal ball, but the market information we present will hopefully provide origin partners with the resources and information to manage risk and execute successful trades.
Date: Friday, April 25, 2025
Time: 1:00pm - 2:00pm
Location: Room 350DEF
Category: Business
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Luis Fernando Esteves (he/him)
CAMP Commercial Director, Sucafina
Luis Fernando Esteves is the CAMP (Central America, Peru, and Mexico) Commercial Director at Sucafina, with nearly 20 years in the coffee game. He kicked things off in Quality Control down in Santos, Brazil, but didn’t stay put for long as soon he was jetting off to a fancy international gig. For the last 15 years, he’s been juggling research, business development, and trading like a pro, all while geeking out over how coffee connects the dots and brings people together across the supply chain. This guy’s been to over 50 countries (probably with a suitcase full of beans) and even lived up in coffee hotspots like Vietnam and Colombia. Oh, and get this - before he was sipping espresso, Luis Fernando was tearing up the soccer field as a pro player. Talk about a caffeinated career switch!
Jorge Cuevas (he/him)
Chief Coffee Officer, Sustainable Harvest
Jorge is the Chief Coffee Officer at Sustainable Harvest Coffee Importers. His 30-year career in coffee spans roles with producers cooperatives, dry mills, exporters and importers. His participation in the coffee industry also includes volunteer roles at CQI, SCA, NCA and Fairtarde International among others.
Exploring Cultural Dynamics in Global Coffee Consumption
Lecture Description
Global conversations about coffee often overlook the rich consumer cultures of the very regions where it is grown. This lecture, rooted in anthropology and history, brings those vibrant traditions to the forefront: discussing how countries known for coffee production also boast deeply entrenched and unique coffee consumption practices. Drawing from her course, The Anthropology of Coffee, offered at Portland State University, author and historian Lani Kingston explores how coffee, from Ethiopia’s communal ceremonies to India’s spice-infused brews, has shaped cultures, rituals, and culinary landscapes across the globe.
Lani is the author of several influential books on coffee, including Spill the Beans: Global Coffee Culture, now available in seven languages, and her latest work, Designing Coffee. Her research dives deep into the cultural and social aspects of coffee around the world. In this session, she will guide attendees through the diverse ways coffee is integrated into daily life, revealing its role not just as a commodity but as a powerful cultural force.
This session will uncover the rich, lesser-discussed narratives of coffee consumption and discover how these diverse traditions continue to shape today’s coffee experience.
Date: Friday April 25, 2025
Time: 1:00pm - 2:00pm
Location: Room 351DEF
Category: Business
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Lani Kingston (she/her)
Coffee Anthropologist, Author & Consultant, Portland State University | Coffee Fest
Lani Kingston is a renowned coffee and food anthropologist, author, and educator. She has written four internationally published books on coffee, including the bestselling How to Make Coffee, with her work translated into over 17 languages. She directs conference and education programming for Coffee Fest, overseeing four annual events across the country. With over 15 years of senior leadership experience, she has developed coffee brands and chocolate factories in London and Singapore. Lani holds Master’s degrees in Food Studies and Education, teaches The Anthropology of Coffee and The Anthropology of Chocolate at Portland State University, and sits on the Board of Directors for Slow Food Portland.
The Physics of Foam: Standards for Plant-Based Barista Milks for Latte Art
Lecture Description
Premium coffee, grown, roasted, and stored to demanding standards, along with a corps of baristas skilled in its preparation, drove the emergence of specialty coffee. Although cow's milk remains the gold standard for lattes, more than half of today's customers request plant-based milk. Baristas are challenged with creating the same presentation and drinking experience with these non-dairy milks.
Dr. James Gratzek has developed non-dairy oat and almond barista milks for leading specialty coffee houses. As the market for plant-based milk has expanded into mainstream food markets, the performance standards for premium plant-based milk are being set by the demands of specialty coffees. To develop a premium plant-based barista milk from pecans, Dr. Gratzek leveraged his experience developing other plant-based milks as well as leading-edge food science research and processing technology to create non-dairy barista milks.
Date: Friday, April 25, 2025
Time: 11:30pm - 12:30pm
Location: Room 361ABC
Category: Science
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
James Gratzek
Coffee, Carbon, and Biodiversity: A Blueprint to Improve Sustainability Initiatives
Lecture Description
This panel explores new strategies to improve the carbon and biodiversity outcomes of sustainability initiatives in the coffee industry. Building on a new global meta-analysis that defines the carbon sequestration potential of coffee agriculture, the discussion will examine how carbon payment programs—which may promote carbon insetting, tree-planting, and agroforestry—miss critical opportunities to enhance biodiversity and long-term resilience.
Panelists will address the coffee industry's contributions to global carbon budgets, the limitations of a carbon-first approach when addressing broader environmental challenges, and practical ways to redesign these sustainability programs for greater ecological impact, including for biodiversity. With perspectives from researchers, conservation organizations, private companies, and coffee producers with diverse experiences implementing these programs, attendees will gain actionable strategies to implement or improve sustainability initiatives that not only meet carbon goals but also support thriving ecosystems. Additionally, attendees will leave with practical knowledge to strengthen coffee’s role in combating climate change while ensuring a resilient future for coffee production.
Date: Friday April 25, 2025
Time: 11:30am - 12:30pm
Location: Room 360ABC
Category: Sustainability
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Dr. Emily Pappo
Climate Change Fellow, Smithsonian Institution.
Dr. Pappo is a former coffee buyer who is now an ecologist studying climate change resilience in coffee farms and landscapes. She will frame the discussion with a recently completed meta-analysis evaluating tradeoffs between carbon and biodiversity conservation in agroforestry.
Dr. Ruth Bennett
Research Ecologist, Smithsonian Institution & Director, Smithsonian Bird Friendly.
Dr. Bennett will present on strategies and tools developed by the Smithsonian to support conservation objectives through coffee agroforestry. She will share the design and implementation of Shade Tree Catalogues created for coffee-growing regions across Latin America and Asia and how these catalogues can inform agroforestry projects that sequester carbon, provide high-quality habitat, and support producers.
Esperanza Dionisio
President, Cooperativa Agraria Cafetelera Pangoa, Peru.
As the leader of a cooperative that has extensive experience with implementing carbon payment programs, Esperanza will share on-the-ground perspectives and lessons learned.
Preference Mapping: the Science of Understanding Quality and Increasing Customer Satisfaction
Lecture Description
Whether you're selling coffee to the consumers, coffee shops, or roasters, it can sometimes be a challenge to figure out what coffees buyers will prefer. Consumer science gives us a tool- called Preference Mapping- which can help businesses understand their customers' needs and offer more compelling products. Learn how to use the principles of Preference Mapping by utilizing the SCA's Coffee Value Assessment to analyze coffee's sensory and extrinsic attributes.
Date: Friday April 25, 2025
Time: 11:30am - 12:30pm
Location: Room 351DEF
Category: Business
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Peter Giuliano (he/him)
Chief Research Officer, Specialty Coffee Association
Peter Giuliano is the Executive Director of the Coffee Science Foundation and Chief Research Officer of the Specialty Coffee Association. With more than 30 years’ experience in the coffee trade, his focus now is on promoting research and scientific inquiry on coffee, and bringing evidence-based insights to the coffee industry.
Coffee’s Role in Building Better Futures for Farmers
Lecture Description
Coffee-growing communities face extraordinary challenges, from climate change and food insecurity to economic instability and lack of public services. Addressing these complexities requires innovative and holistic solutions—and that’s where collaboration between nonprofits and the coffee industry shines.
This panel brings together leaders from Food 4 Farmers, Grounds for Health, and Equal Origins to explore what makes community support initiatives successful. Through real-world examples, we’ll discuss how projects that focus on the broader context of coffee farmers’ lives—not just coffee production—can drive lasting change. Panelists will share key steps to cultivating meaningful impact, highlight the critical role the coffee industry can play as an ally, and demonstrate how our collective work supports coffee-growing communities facing urgent threats.
Attendees will leave with actionable insights into how the coffee community can support and scale impactful programs, ensuring a sustainable future for coffee and the farmers who grow it. Whether you’re a roasting company, coffee producer, or nonprofit professional, this panel offers a chance to learn, collaborate, and deepen your commitment to building resilience in coffee-growing regions. Together, we can harness the power of the coffee industry as a force for good.
Date: April 25, 2025
Time: 11:30am - 12:30pm
Location: Room 352DEF
Category: Sustainability
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Panelists
This panel brings together leaders with decades of experience addressing food security, gender equity, health, and sustainability in coffee-growing communities. Their combined expertise offers attendees actionable insights into building resilient, inclusive, and thriving communities.
Marcela Pino
Co-Founder, Food 4 Farmers
Marcela has over 20 years of experience designing programs that empower coffee farmers through food security and economic diversification. Her expertise in agroecology and participatory development provides a holistic approach to supporting farming families.
Kyle Engleman
Executive Director, Grounds for Health
Kyle brings a global perspective on health equity in coffee communities. Her background in designing and evaluating rural healthcare programs demonstrates the importance of integrating health solutions into community development.
Kimberly Easson
Founder and CEO, Equal Origins
Kimberly’s 30+ years in sustainable trade and gender equity make her a leading voice in building inclusive supply chains. Her work emphasizes partnerships that address the social and economic challenges facing coffee farmers, ensuring long-term sustainability.
Together, these panelists represent a diverse range of perspectives and practical expertise, offering strategies for coffee professionals to support impactful, community-driven initiatives.
Tea 101 for the Coffee Business Owner
Lecture Description
Tea is all too often an afterthought at most cafes and coffee shops. The wonderful world of tea is much larger than just chai lattes and matcha lattes! This class and workshop will take you on a "tea tour" of tea origin countries, cultures, varieties, preparation and serving tips. Learn what tea-drinking customers look for - and hate - about ordering tea in a cafe or restaurant, and what you can do to lure them in and keep them coming back!
Date: Friday April 25, 2025
Time: 11:30am - 12:30pm
Location: Room 350DEF
Category: Business
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Amanda Vermillion (pr/pr)
Director, Lone Star Houston Tea Festival, Inc.
Amanda Vermillion is an avid tea drinker, and the owner of The Tea Mistress, LLC, a specialty retailer of tea, coffee, herbal blends, tea accessories and gifts, vintage and modern teaware. Amanda earned her Tea Master Certification from International Tea Masters Association in 2013 and her Tea Blending and New World Tea Certifications from I-TEI in 2014. The Tea Mistress, LLC combines Amanda’s passion for, and knowledge of, teas and tisanes with her extensive event-planning experience. Our slogan is “infusing knowledge”. Amanda has spoken and taught tea classes and workshops for various organizations online and in person. Amanda is also the founder and director of Lone Star Houston Tea Festival, Inc., the 501(c)3 non-profit organization responsible for the Lone Star Iced Tea Festival and the Houston Tea Festival.
Private Cupping: Ally Coffee & Clearpath
Private Cupping - Open to Select Attendees
Cupping Room 381 C
Public Cupping: Vides58 Specialty Coffee
Public Cupping - Open to All Attendees
Cupping Room 382 A
Private Cupping: Crop to Cup Coffee Importers
Private Cupping - Open to Select Attendees
Cupping Room 381 B
5 Essentials A Growing Coffee Roaster Needs
Lecture Description
Do you feel like you and your team are frantically filling orders at the last minute? Do you wonder whether or not you are making a profit? Do you feel like your coffee releases are rushed and your buyers never really understand what you are offering or why?
To answer these questions effectively, you need to examine the inner workings of your business to ensure you have the necessary structure to maintain the health of both your business and your people.
In this presentation, we'll cover the five essentials every growing coffee roaster needs, including product pricing structure, building and using a pricing calculator, creating and using a coffee release process, green coffee management and tools, financial structure and dry product management.
Date: April 25, 2025
Time: 10:15am - 11:15am
Location: Room 350DEF
Category: Business
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Luke Waite (he/him)
Founder and Principal Consultant, Pomelo Coffee Consulting
Luke Waite is the founder and principal consultant of Pomelo Coffee Consulting and the creator of the Core 7, a framework designed to help coffee roasters build lasting success in business. His background is marked by transforming coffee companies that are in the red into highly efficient and profitable businesses.
He specializes in three key areas for growing roasters: people, processes, and profit, and he believes these are essential elements for improving efficiency in business.
His goal for Pomelo—and the industry—is for specialty coffee roasters to achieve operational stability so they can make a positive impact on the world.