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.

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Instructor

Chris Kornman

Director of Education

Chris Kornman is a coffee romantic and educator, and a quality specialist with a history of indiscreet coffee buying, roaster fires, ill-advised travel, and oversharing. He is the author of Green Coffee: A Guide for Roasters and Buyers and regularly contributes coffee-related disquisitions to publications worldwide. He lives and works in Oakland, California.

Isabella Vitaliano

Lab & QC Specialist

Isabella Vitaliano is a Lab & QC Specialist at Royal Coffee. Originally from Orlando, Florida, she worked as a barista and manager of a coffee research and development program in 2020. After moving to SF in early 2022, she oversaw operations of a coffee program at three cafes before coming to Royal Coffee. Her background in biomedical sciences lends a hand to her excitement around education and research in the coffee industry. You will most likely find her reading, hiking, or baking.

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 Objectives:

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.

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Instructor

Selina Viguera

Cafe Leader

Selina Viguera is a Café Leader for Blue Bottle Coffee in Venice, bringing 25 years of experience in coffee, including 17 years in specialty coffee and 15 years with Blue Bottle. Her expertise spans café leadership, clear and effective communication, barista coaching and training, and cultivating hospitality-driven culture. An SCA volunteer since 2011, Selina has worked at and managed bars for the Barista Guild, TED, and TEDxMed coffee services. She has supported dozens of cafés across a wide range of workflow configurations, pairing operational excellence with a people-first approach to create memorable guest experiences.

Mo Maravilla

Owner, Founder & Head Roaster

Monique "Mo" Maravilla is a Filipino founder, roaster, and educator dedicated to diversifying coffee leadership. After twelve years at the helm of Los Angeles? acclaimed Kindness & Mischief Coffee, Mo launched Studio Tigre, a creative universe rooted in culture, community, and joyful hospitality. With over a decade of shop-ownership "heart and hustle," Mo bridges technical craft with community care. She combines roasting expertise with a commitment to inclusive excellence, often getting geeky about workflow optimization to ensure spaces are as functional as they are welcoming. Mo empowers coffee professionals to feel celebrated where craft and culture meet with intention.

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:

Regular - $275
Paid Member - $230

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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Instructors

Luis Héctor Valdez

Sensory Specialist

Luis approaches coffee through the lens of sensory. Trained as a brewmaster and chemical engineer, with more than ten years of professional experience in tasting and quality systems, he brings structured sensory thinking to everyday operations. As an international beer judge and trainer, he is used to calibrating palates and aligning language across cultures. In coffee, Luis brings that same discipline and curiosity, focusing on how to taste with intention, align language, and understand what a beverage and its creators are trying to express.

Leandro Fedele

Global Sensory Manager

Leandro Fedele is a Global Sensory Manager at FlavorActiV, a UK-based company specializing in sensory solutions, where he has worked since 2017. With a strong background in coffee sensory science, Leandro has completed several SCA (Specialty Coffee Association) courses, as well as professional training delivered by Sindicafé São Paulo. He is also a qualified Coffee Technologist, having studied at IFsul de Minas, Brazil. His work focuses on sensory evaluation, panel training, flavor standards, and supporting the coffee and beverage industry in building robust sensory programs that ensure quality, consistency, and product understanding.

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.

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Instructors

Tarra Samuelson

Consultant

Tarra Samuelson (she/her) has spent the past 15 years working across retail, wholesale, and educational facets of the specialty coffee industry. She has contributed to the growth of both boutique roasters and large, fast-scaling companies through her expertise in sales, business development, and operations. Tarra co-owns Provision Coffee in Phoenix, Arizona with her husband and is the founder of Curated Coffee Consulting, a consulting agency dedicated to supporting specialty coffee start-ups in retail & wholesale. She brings a strong passion for education and relationship-driven sales, and has held national sales and business development roles with companies including Verve Coffee, Equator Coffees, Rishi Tea, and Eversys.

Julie Housh

Julie Housh bridges education, sustainability, and community engagement in the specialty coffee industry. Based in Los Angeles with more than fifteen years of global coffee experience, she develops education programs, leads sustainability initiatives, and creates meaningful events that connect people across the coffee supply chain. Julie has worked with the Specialty Coffee Association, World AeroPress Championships, World Coffee Events, and roasting and green coffee companies, always guided by her passion for connecting information, ideas, and people.

Workshop Description: This comprehensive workshop is designed for coffee retail business owners, managers, and staff seeking to enhance their coffee offerings through strategic roasting and menu development. Participants will learn to source green coffees, optimize blends, and plan production to establish a strong roasted coffee program for both retail and wholesale operations. The workshop also covers quality control, barista engagement, and building a vibrant coffee culture within your business.

Learning Objectives:

1. Understand the principles of designing a roasted coffee menu for both retail and wholesale markets.

2. Identify key factors in selecting green coffees by region and processing method to achieve desired flavor profiles.

3. Develop blends suitable for various brewing methods.

4. Optimize roasting techniques for single origin coffees and blends.

5. Calculate annual green coffee requirements and implement effective buying strategies.

6. Manage green coffee inventory and storage locally and remotely.

7. Plan and optimize production to ensure consistent quality and supply.

8. Implement quality control measures for roasting and final product evaluation.

9. Engage baristas in roasting knowledge and foster a culture of coffee tasting and education within the coffeehouse.

*Roasting concepts will be taught through theory and tasting exercises. No coffee roasting will take place in the workshop.

Date: Friday, April 10, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 30 DE
Category: Brewing, Business, Roasting

REGISTRATION FEES:

Regular - $275
Paid Member - $230

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

Ted Vautrinot

Green Coffee Buyer, Production Roaster

Since starting as a barista in 1998 (back when latte art meant a blob with ambition), Ted has brewed, taught, managed, and roasted his way through the coffee world. Along the way, he’s helped lead cafés generating up to $1.8 million a year, apprenticed under Master Roaster Martin Diedrich, become an accomplished roaster, judged global SCA coffee competitions, and worked alongside producers across Africa and Latin America. Today, Ted is proud to craft roast profiles, maintain relationships with producers and green traders, mentor new roasters, and occasionally fix a stubborn roaster with a wrench and a prayer. Coffee has taken Ted around the world, but it still humbles him with every perfect cup.

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.

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Instructor

Gabriel Chait

Gabriel Chait is a green coffee sourcing and sustainability consultant with over a decade of experience working across the global specialty coffee supply chain. His work focuses on helping coffee roasters, importers, producers, and industry organizations build effective green coffee sourcing strategies, strengthen market relationships, and design more transparent and resilient supply chains.

Gabriel partners with roasters, importers, exporters, and producer groups across Latin America, Africa, and Asia on green coffee buying strategy, sustainability initiatives, resilience investments, and improving market access for specialty coffee producers. His work bridges the perspectives of producers and buyers to support stronger, more collaborative supply chains.

Workshop Description: Join Wenbo Yang, the 2024 US Latte Art Champion, in this intensive 3-hour workshop designed for baristas with prior experience in basic latte art. With a focus on perfecting technique and creating complex patterns, the session combines in-depth professional theory, clear demonstrations, and structured hands-on practice. Participants will refine their milk steaming techniques, like adapting to different steam intensities, followed by key theories of liquid flow, pattern formation, positioning, layout, and pouring control for advanced latte art. Supported by group rotations, real-time feedback, and a dedicated teaching presentation, every attendee will gain practical improvements and real progress in their latte art journey.

Learning Objectives:

1. Review and refine fundamental milk steaming techniques for advanced latte art.

2. Understand the theory behind liquid flow, pattern formation, and layout for complex designs.

3. Identify and apply the key differences in movement, foam texture, and fusion for various advanced patterns.

4. Develop advanced pouring control and positioning for pattern accuracy.

5. Gain practical experience through group-based, hands-on practice with real-time guidance.

Prerequisite: To benefit fully from this workshop, attendees should have some prior experience with milk steaming and basic latte art skills. This is not an introductory workshop.

Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 32 AB
Category: Coffee Preparation

REGISTRATION FEES:

Regular - $275
Paid Member - $230

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

Wenbo Yang

Wenbo Yang is a three-time U.S. national coffee champion, having won titles in Brewers Cup, Latte Art, and Roasting. Based in Seattle, he is a coffee trainer, roaster, and café owner with years of experience in specialty coffee. His background includes extensive work in café operations, barista training, and competition coaching. Known for combining high standards with practical teaching, Wenbo has helped many baristas build stronger foundations in espresso, milk, service, and sensory skills. Through training, roasting, and hospitality, he continues to share his knowledge with the coffee community while pushing himself to keep learning and growing.

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:

Regular - $275
Paid Member - $230

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

Russell Thorpe

Director of QC

Russell Thorpe is the Director of QC for Anthem Coffee Imports. Starting as a barista, he arrived at his current position through a combination of curiosity, hard work, and a little bit of 'right place, right time' luck. He has been a quality evaluation roaster and cupper since 2015 and a certified Q grader since 2021. He has a wide skill set primarily focused on the pedagogy of learning and regularly uses that to help a wide array of roasters develop blends and profiles to best fit their needs.

Jacob Burlin

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.

BOOK NOW >

Instructor

Lukasz Mrowinski

Lukasz Mrowinski, former co-founder and CEO of Etno Cafe, a Polish coffee brand with 28 cafes in major cities like Warsaw and Wroclaw.

Founded in 2012, Etno Cafe quickly became the largest Polish-originated cafe chain and craft coffee roastery, pioneering bottled Cold Brew Coffee production in Europe.

Under his leadership, Etno Cafe introduced many innovations, including a unique business model or mobile app for Click&Collect ordering, which boosted its recognition in the Financial Times FT 1000 ranking of 2020, securing 196th place among European companies and 7th in Food & Beverages.

Etno Cafe experienced growth through organic expansion and strategic M&A deals, leveraging investor funds for development.

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, challenging the notion that significant upfront capital is necessary for successful acquisitions.

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

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

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:

Regular - $275
Paid Member - $230

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.

BOOK NOW >

Instructor

Krystal Burns
COO, Palace Coffee Company

Krystal Burns is the co-owner of Palace Coffee Company and a seasoned leader with more than 14 years of hands-on business ownership and over 20 years of organizational and administrative experience. Alongside her husband, Patrick, she has built and scaled a multi-location coffee company and roastery recognized for its hospitality, strong values, and people-first culture. Krystal specializes in leadership development, operational clarity, and sustainable organizational systems that empower teams to thrive. Her work is grounded in practical, real-world experience and focused on translating complex challenges into clear, actionable strategies. With a background in community leadership, strategic planning, and staff development, she brings a thoughtful, human-centered approach to every workshop.

Patrick Burns

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.

BOOK NOW >

Instructor

Mo Maravilla
Owner, Founder & Head Roaster, Studio Tigre

Monique “Mo” Maravilla is a Filipino founder, roaster, and educator dedicated to diversifying coffee leadership. After twelve years at the helm of Los Angeles? acclaimed Kindness & Mischief Coffee, Mo launched Studio Tigre, a creative universe rooted in culture, community, and joyful hospitality. With over a decade of shop-ownership "heart and hustle," Mo bridges technical craft with community care. She combines roasting expertise with a commitment to inclusive excellence, often getting geeky about workflow optimization to ensure spaces are as functional as they are welcoming. Mo empowers coffee professionals to feel celebrated where craft and culture meet with intention.

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.

BOOK NOW >

Instructor

Fabiola Solano

Fabiola Solano is an independent Authorized SCA Trainer based in Costa Rica who travels around Latin America teaching SCA courses. Founder of Soy Barista, the project that started as a blog to share updated information about coffee for the Spanish-speaking community, has been constantly evolving and now focuses on the science, education and business side of coffee. A graduate of the ZHAW Coffee Excellence Center Advanced Studies seeks to create a better-informed community, leaving behind the myths and focusing on the knowledge.

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

Workshop Description: This workshop provides roasters with practical strategies for managing costs by utilizing past crop coffees without compromising flavor quality. Attendees will explore blending methods to balance past and fresh crop coffees, aiming to retain a balanced flavor profile that masks any age-related changes. Through hands-on tasting, participants will experiment with various blending ratios and roast profiles, discovering effective ways to maintain quality and consistency. The session will also cover cost analysis techniques, allowing attendees to calculate the financial benefits of incorporating past crop coffees in their offerings, ultimately maximizing profitability and minimizing waste. Every coffee deserves a loving home.

Date: Sunday, April 27, 2025
Time: 9:00 a.m. - 12:00 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.

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Instructor

Sarah Cline Parker (she/her)
Green Coffee Professional, Tailwind Roasting

Sarah is the founder and operator of Tailwind Roasting Collaborative in Chicago. She has been in the specialty coffee industry for over 8 years with a passion for sustainable practices across the supply chain. She started her coffee journey in Colombia co-founding a social enterprise aimed at directly connecting producers with end consumers. From that time, she has had direct experience in most aspects of the industry, from café management, QC, wholesale, to green trading.

Workshop Description: Effective cuppers do more than just taste coffee – they catalog attributes to develop a high-resolution picture of each coffee and use this information to match each coffee with its ideal market. Since markets are diverse, cuppings must be able to cup according to different – and sometimes multiple – perspectives.

This hands-on workshop explores multi-perspective cupping, helping participants strengthen their use of the CVA Descriptive and Affective Assessments and become more agile in their ability to match coffees with buyers or consumers who will appreciate them. Anyone with prior cupping experience is welcome!

Date: Sunday, April 27, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 361DEF
Category: Cupping
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.

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Instructors

Rob Stephen (he/him)
Managing Director, Covoya Specialty Coffee

Rob Stephen is the Managing Director for Covoya Specialty Coffee in Providence, Rhode Island. Since entering the Specialty industry over 35 years ago, he’s worked at several nationally known coffee companies, and has had the opportunity to work in retail, roasting, quality, international development and coffee trading. In addition to being a Q Grader instructor for many years, he is also a Past President of the SCAA and of Coffee Kids, and represented the USA at the ISO council on international coffee standards (TC34:SC15) for several years. Specializing in quality standards development and supply chain optimization, he has lectured extensively at coffee events and trade shows around the world, and conducts training sessions regularly for the SCAA and the Coffee Quality Institute. Email: rob.stephen@covoya.com

Workshop Description: Make your coffee bar workflow work for you and your team! 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, examine case studies of different bar layouts - how they work and why they work, experiment with different approaches to bar layouts, and discuss not just the physical workspace but how teams can work together to be efficient behind the bar.

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!

Date: Sunday, April 27, 2025
Time: 9:00 a.m. - 12:00 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.

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Instructor

Selina Viguera (she/her)
Cafe Leader, Blue Bottle Coffee

Selina works for Blue Bottle Coffee in Venice, CA and has been with the company since 2010. As a Café Leader, she continues to enjoy her work as a barista, but also as a trainer, mentor, and coach. Selina began volunteering with the SCA in 2012 and has managed the SCA BGA Café since 2015. She loves people and coffee.

Workshop Description: With the expansion of cold brew in the global market, there is a greater need to understand how coffees will perform with this brewing method. Although hot cupping is familiar to coffee professionals, many are unfamiliar with cold brew sensory analysis techniques. However, if you’re going to brew coffee cold, you should also cup it cold.

Date: Sunday, April 27, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 370AB
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.

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Instructor

Julia Leach (she/her)
President - Toddy, LLC

Julia Leach leads Toddy, LLC, a company that has been at the forefront of cold brewing since 1964. Julia’s team works with cafes and roasters worldwide to help them develop cold brew programs that highlight the nuances of the brewing method and inspire their customers to fall in love with cold brew. She is passionate about the art and science of cold brewing and is active in developing quality cold brew education for the coffee industry. She has presented at SCA Re:co, SCA Expo, NCA Convention, and also frequently presents at industry events around the world.

Workshop Description: This workshop will provide an in-depth look at coffee buying for specialty coffee roasters. It will cover specialty coffee supply from seed to cup. It will demystify the coffee 'c' market, which is the benchmark coffee price for arabica that underpins over 96% of coffee imported into North America. Finally, the workshop will answer all questions about contracts and logistics jargon that frequently comes up when buying green coffee. The material is advanced/intermediate, but all are welcome and all will learn!

Date: Sunday, April 27, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 372AB
Category: Green Coffee
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.

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Instructors

Workshop Description: This workshop will guide you through the standards and protocols used by cupping practitioners, giving you the skills to evaluate coffee like an expert. You'll also have the opportunity to practice cupping different coffees using the Specialty Coffee Association’s descriptive and affective evaluation forms. No prior cupping experience is needed to attend this workshop.

Date: Sunday, April 27, 2025
Time: 9:00 a.m. - 12:30 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.

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Instructor

Thomas J Ameloot (he/him)
The Many Tentacled Mover of Ideas and Coffee, CoLabOps & coffeeTRON

Thomas is the past Chair and Co-Founder of the Sensory Education Pathway for the Specialty Coffee Association and also Co-Founder of the Q Project Thailand along with CQI and Bolliger and Co.

He runs CoLabOps, sharing experiences around coffee and quality internationally primarily through SCA and CQI curriculums including the Q Grader Course for arabica and robusta.

There's also a sweet new coffee brand called coffeeTRON for which he is the CEO or doer of many things.

Workshop Description: Discover the causes and effects of global warming together, using coffee-specific examples, in a systems-thinking workshop. It is designed to act as a climate change primer for anyone thinking about the business risks and impacts of global warming on coffee.

In order to tackle coffee decarbonization or think about your company's carbon footprint and build resilient supply chains, we must first understand the problem. The aim of the Climate Fresk is to explain the fundamentals of climate science based on data from the Intergovernmental Panel on Climate Change report in a collaborative game and discussion format. Participants will create a collective climate collage in relation to the specialty coffee sector. This makes it easier to understand what's at stake and empower each participant to walk away ready to turn potential climate business challenges into action!

This workshop is a coffee focused version of the Climate Fresk, which was created by Cédric Ringenbach to provide an accessible and engaging tool for climate awareness and education.

Learning Objectives:

1. Clarity on what's driving global warming and the current and future expected impacts on coffee

2. Confidence to enact climate adaptation, mitigation or resilience strategies

3. Build community, reinforce mission, purpose and values thinking

4. Enable sustainability advocacy beyond those who have sustainability in their job title

Date: Saturday, April 26, 2025
Time: 1:30pm - 4:30pm
Room Number: 370AB
Category: Green Coffee, Business
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.

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Instructor

Mel Bandler (she/her)
Sustainability Strategist & Educator

MEL BANDLER is a green belt Climate Fresk facilitator passionate about raising climate awareness. She is a sustainable sourcing professional who empowers brands to act on sustainability and engage purposefully with consumers.

Workshop Description: Programmable coffee equipment provides excellent control over the brewing process. Yet producing delicious results often requires going beyond factory default programs. In this class, we’ll explore batch brewer, espresso grinder, and espresso machine programs and learn how they can be used to dial in optimum coffee flavor. This class is ideal for anyone who owns or supports coffee brewing and espresso equipment, including coffee equipment technicians, café owners, lead baristas, and roasters.

Date: Saturday, April 26, 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.

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Instructor

Brady Butler (he/him)
Owner, Trail Blaze Coffee Academy

Brady Butler is an Authorized SCA Trainer who has been leading barista, brewing, and coffee technician trainings since 2009. Over his coffee career, Brady has also worked as a barista, a coffee equipment technician, and in wholesale customer support. He was also co-lead for the SCA's Brewing Content Creator Group and a Lead Author for the Coffee Technicians Program, including the Intermediate Diagnostics and Repair and Advanced Equipment Support courses. He currently owns Trail Blaze Coffee Academy, an independent training company based in Charlotte, NC.

Workshop Description: If you were one of the attendees hoping to grab a seat in last year's sold-out "Building a Better Business" workshop, now's your chance! Foster exceptional leadership and cultivate a motivated team: In this workshop, coffee shop owners and managers will learn proven techniques in effective communication, team empowerment, and cultivating a positive work culture. Discover the secrets to nurturing a happy and engaged team, driving productivity and customer satisfaction. Elevate your business through effective management and leadership, setting the stage for continued growth and excellence.

Date: Saturday, April 26, 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.

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Instructor

Laila Ghambari (she/her)
Owner/Consultant, Guilder

Laila Ghambari brings nearly two decades of specialty coffee expertise, rooted in a lifelong connection to the craft. She is the owner of a roastery and three cafés in Portland, OR, the 2014 U.S. Barista Champion, led multimillion-dollar cafe operations at Stumptown Coffee Roasters, and shaped industry standards as a Barista Guild Executive Council member and chair. Additionally she is a consultant, helping coffee businesses scale strategically, build strong cultures, and achieve sustainable success.

Workshop Description: Water is an excellent solvent that consists of more than just the pure chemical compound of hydrogen (H) and oxygen (O), i.e. H2O. Substances from the environment, water treatment and minerals are dissolved in drinking water. Its exact composition affects the sensory dimensions of water: taste, odor and mouthfeel. With a Water Wheel similar to SCA’s Coffee Taster’s Flavor Wheel, we will understand the three main sensory dimensions. Attendees learn how businesses can elevate their beverage offerings by tailoring water to their specific brewing requirements and needs.

Relevance to the Coffee Industry:

Have you ever wondered why coffee can taste perfectly balanced in one café but overly bitter or sour in another, even when the same beans, brewing methods, and equipment are used? The difference often lies in the water. Hydrogen carbonate, or alkalinity, plays a vital role in controlling coffee’s acidity. Too much alkalinity can neutralize sourness but intensify bitterness, while too little can result in an excessively acidic taste. Striking the right balance is essential for creating a coffee experience that caters to diverse palates.

Date: Saturday, April 26, 2025
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 372AB
Category: Science
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.

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Instructor

Anastasia Chovan (she/her)
Director of Sales - Professional Filter, Vivreau North America

With over 25 years in the beverage industry, Anastasia Chovan is the Director of Sales, Professional Filter, at Vivreau North America. In 2022, she became North America's first certified water sommelier after completing an intensive training in Germany. Anastasia specializes in optimizing water composition and filtration to enhance beverage flavors, especially coffee. She plays a crucial role in developing innovative water filters for the North American food and beverage market, addressing key water quality challenges. Through Vivreau Water Lab education sessions and masterclasses, Anastasia passionately shares her expertise on water and its impact on taste.

Workshop Description: In this hands-on workshop, attendees will explore the sensory attributes of a wide range of tropical fruits and how to use them to appropriately describe tastes and flavors found in specialty coffee. Additionally, through a series of tasting and description activities, attendees will learn valuable tools to improve their sensory memory and approach flavor description in an effective way.

After completing the workshop attendees will be able to:

• Identify and describe the distinct flavors and aromas of 15+ tropical fruits.

• Develop and improve their sensory memory to better recognize fruit-related flavor notes in coffee.

• Enhance their vocabulary for effectively communicate flavor notes, improving their ability to describe coffee.

By the end of the workshop, attendees will be better equipped to articulate the fruity nuances in specialty coffee, enriching both personal appreciation and professional evaluations.

Date: Saturday, April 26, 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.

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Instructor

Camila Khalife (she/her)
Coffee Quality Analysis Specialist

Camila Khalife is a coffee quality specialist with a background in communication based in Quito, Ecuador. She is the founder of Botánica — a café, training center, and quality lab. After working in different roles, she has specialized in coffee quality and education.

She is a Q Arabica Grader and is currently completing the Instructor Program at the Coffee Quality Institute. She is also the Impact & Communications Lead of The Chain Collaborative, a non-profit focused on community-led development initiatives in the coffee sector.

Camila is fluent in Spanish and English.

Workshop Description: This workshop will guide you through the standards and protocols used by cupping practitioners, giving you the skills to evaluate coffee like an expert. You'll also have the opportunity to practice cupping different coffees using the Specialty Coffee Association’s descriptive and affective evaluation forms. No prior cupping experience is needed to attend this workshop.

Date: Saturday, April 26, 2025
Time: 1:30 p.m. - 5:00 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.

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Instructor

Seidy Selivanow (she/her)
Co-Owner & Barista Trainer, Kafiex Roasters

Seidy Selivanow was born and raised in Mexico, where from a young age, she developed a great passion for gastronomy, which led her to pursue a degree in this field. Her career took an unexpected turn six years ago when she began to explore the world of specialty coffee in the United States. It all started through her travels, which allowed her to visit various coffee-producing countries and learn about their processes.

During this journey, Seidy and her husband began roasting coffee at home, and later started selling it at local markets in Vancouver, WA, where they live. In 2018, they decided to take a further step and opened their first specialty coffee bar and roastery, a space that became key to her complete love for the world of coffee.

Today, her specialty coffee company and brand, Kafiex, operates two specialty coffee bars and a roastery where they roast coffee for other local businesses. Throughout her journey, Seidy has had the privilege of being part of important events, such as the Cup of Excellence Mexico, as well as speaking at events like the Women Coffee Powered Summit. Seidy has also had the honor of being the emcee for the national barista competition in Mexico and teaches barista and cupping courses for beginners.

In 2019, Seidy discovered national barista competitions in the States, which sparked her interest in competing. In 2021, she entered the competition and achieved first place in her first regional. In 2024, she placed eighth nationally, and more recently, she secured third place in the regional competition to qualify for the 2025 nationals in the United States.

Her journey in coffee has been a constant evolution, marked by passion, dedication, and learning, and she is motivated to continue growing in this fascinating world.

Workshop Description: If you've become familiar with CVA through the last year and are curious about how to incorporate the idea of alignment for the Descriptive Assessment, this workshop is for you!

Using references from the WCR Lexicon to exemplify intensity - and using additional CVA specific tools to exemplify CATA Descriptors, this workshop will focus on a few alignment activities for intensities and descriptors.

Group discussion is always welcome and we'll emphasize the idea that alignment can be welcome in the (objective) Descriptive Assessment - but is still unnecessary in the Affective Assessment.

Date: Saturday, April 26, 2025
Time: 9:00 a.m. - 12:00 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.

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Instructor

Workshop Description: We must work collectively to distribute value equitably in the coffee sector, and participatory consumer culture offers chances to create and share value. Through a World Café Dialogue and an interactive tasting session, participants will explore how our coffee preferences are shaped by tasting, listening, and learning.

In the dialogue and tasting exercise, we’ll explore the role of extrinsic coffee attributes—elements of a coffee’s story that you can’t taste or smell—in shaping consumer preferences and coffee's market value. Participants will track their perceptions of coffee quality, using a version of the SCA’s Coffee Value Assessment Affective Form to examine how their preferences shift when provided with new information.

Key Takeaways:

· Explore Value Creation in Specialty Coffee: Understand how extrinsic attributes, such as information about sustainability practices, processing methods, and branding, influence coffee's value.

· Examine Consumer Preferences through Tasting and Data: Use interactive tasting and real-time data to show how information influences preference, exploring how these insights shape value perceptions and can inform marketing strategies for producers, retailers, café owners, and traders.

· Engage in Collaborative Dialogue on Market Dynamics: Share perspectives on what creates value in coffee and how it can be more equitably distributed, with a focus on practical applications in farm, roastery, and retail settings.

Each participant plays a crucial role in shaping this discussion, and all perspectives are welcomed. This workshop seeks to capture the value that each person contributes to the coffee sector. Participants will leave with deeper personal and collective insights about how value is shaped —helping them to create meaningful coffee experiences that drive value and make coffee better for all.

This dialogue is part of the Specialty Coffee Association’s (SCA) multi-year project on Equitable Value Distribution. At the end of each discussion round, groups will present their key findings. These presentations will be recorded and anonymized and, alongside testimony from similar dialogues in Mexico, Côte D’Ivoire, and Indonesia, will inform the SCA’s 2025 Report on Equitable Value Distribution.

Date: Saturday, April 26, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 361DEF
Category: Cupping
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.

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Instructor

Alexa Romano
Writer | Researcher | Barista

Alexa Romano is a social & cultural anthropologist, barista, and writer investigating the complex relationships that address social, economic, behavioural, and cultural productions and conceptions of equity (and value) between and amongst coffee consumers and producers. Her research at Stanford University explored (un)ethical behaviors as defined by various actors and stages throughout the coffee sector, particularly using case studies from Costa Rican small holders and US specialty coffee consumers. Ethnographic, photographic, and qualitative methods ground her approach.

Workshop Description: Welcome to Barista Bootcamp!This beginner-friendly, hands-on workshop is designed for folks with little to no prior coffee experience. You'll learn the technical skills required to step behind the bar, from pulling shots to steaming milk and everything in between.

This workshop is all about planting good seeds. Students will get familiar with popular equipment, pull shots to World Barista Championship technical guidelines, and practice steaming milk for common espresso drinks. The real magic happens when you take these seeds and carefully tend to them them back home, in your own cafe or kitchen.

Your friendly guide is Miranda Haney, a professional barista and songwriter from Austin, Texas. Don't let the words "bootcamp" fool you; Miranda's teaching style is fun, engaging, and compassionate. You'll leave feeling inspired to be brave, pay attention, and share your love of coffee with anyone who will listen.

Date: Saturday, April 26, 2025
Time: 9:00 a.m. - 12:00 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.

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Instructor

Miranda Haney (she/her)
Founder, Barista Friend

Miranda Haney is a coffee educator and the founder of Barista Friend, a mobile coffee training service in Austin. Her teaching style is engaging, approachable, and most importantly, FUN! She's worked in the specialty coffee industry for nearly a decade, competing in the US Barista Championships, the Barista League, and many local latte art throwdowns. She's currently the President of the Austin Coffee Collective and hosts the Barista Friend Podcast.

Workshop Description: This workshop is designed for leaders and entrepreneurs in the coffee industry who aim to transform their ideas into impactful sustainable initiatives. Led by Olga Velásquez, CEO of Raíces Colectivo, participants will benefit from her extensive experience in sustainability and fieldwork across Central America. Olga will share insights on various initiatives and discuss critical elements that enhance project viability.

Conducted entirely in Spanish, the workshop will focus on formulating projects that attract mass funding by refining key elements that resonate with potential donors. Participants will take their own ideas, analyze their specific challenges, and access valuable background information on other producers. They will learn how to utilize Raíces Colectivo’s free crowdfunding platform to support their initiatives.

Additionally, participants can develop a sustainable investment initiative that can be funded directly through their commercial partners or submitted to the platform. Through practical exercises, attendees will create compelling proposals and effective crowdfunding campaigns. The session will be recorded and published in English, ensuring wider accessibility. By the end, participants will understand how to transition from ideas to well-structured projects ready for crowdfunding, empowering lasting change in their communities.

Date: Saturday, April 26, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 371AB
Category: Business
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.

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Instructor

Olga Velasquez (she/her)
Social Coffee Research and Founder, Raices Colectivo

Olga Velásquez is a Business Administrator specializing in Finance and Marketing, with 15 years of experience in social program design and evaluation. She focuses on fostering a coffee value chain that transcends sustainability, emphasizing inclusion and innovation. This vision is rooted in her extensive experience in Central America, where she collaborated with feminist movements, child rights organizations, and health and humanitarian aid initiatives. Under her leadership, Raíces Colectivo has become a key player in the intersection of sustainability, social inclusion, and strategic development, driving impactful change and spearheading new initiatives through creative solutions, data-driven methodologies, and regional collaboration.

Workshop Description: This workshop is designed to support green coffee exporters and producers to succeed in the U.S. specialty coffee market. Participants will learn how to craft compelling brand stories, target the right market segments, and plan effective customer journeys through communications, samples, and sales techniques. With insights from industry experts, attendees will gain a deeper understanding of buyer expectations, seasonality, and strategies for building lasting business relationships.

Date: Saturday, April 26, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 372AB
Category: Green Coffee, Business

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.

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Instructor

Sandra Loofbourow (she/her)
Educator and Consultant, Openflor Coffee

Sandra Elisa Loofbourow is a certified Q Instructor through CQI, a seasoned green buyer, roaster, barista, and published author. She was a founding Director of The Crown: Royal Coffee Lab & Tasting Room, and co-host of the bilingual podcast Cafetera Intelectual. Through Loupe Coffee and Openflor, she’s working to build a sustainable, ethical, and quality-focused coffee supply chain.