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
Basic Roaster Operation and Maintenance
Workshop Description: This workshop offers an in-depth, hands-on introduction to the core principles of roaster operation and maintenance. Participants will explore how various commercial roasting machines operate, focusing on the roles of airflow, burners, and heat transfer. This workshop combines classroom learning with interactive, on-site demonstrations led by multiple roaster manufacturers. Attendees will develop confidence in basic operational procedures and maintenance routines to maximize equipment performance, ensure safety, and extend roaster longevity.
By the end of this workshop, participants will be able to:
1. Understand the fundamental principles of roaster operation, including airflow, burners, and heat transfer mechanisms.
2. Compare similarities and differences among various commercial roaster models.
3. Understand proper operational techniques and basic maintenance tasks for different roaster models.
4. Recognize the importance of regular maintenance in optimizing roaster performance, safety, and product consistency.
Note: The workshop begins with classroom instruction, followed by exclusive early access to the show floor for guided demonstrations with a variety of roaster manufacturers. This unique setup offers hands-on interaction with equipment and direct Q&A with experts, though no actual coffee roasting will take place. The workshop concludes in the classroom with additional exercises and group discussion.
Date: Saturday, April 11, 2026
Time: 8:00 a.m. - 11:00 a.m.
Room Number: 30 DE
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
Doug Graf
Cafe Business Building Essentials
Workshop Description: Dive into the core elements every coffee entrepreneur needs to build and sustain a successful cafe business. Learn to select and maintain essential equipment, design a sales-driven menu that aligns with your brand, and manage costs for profitability. Explore beverage trends and marketing ideas to attract loyal customers. Discover how to unlock your cafe's full potential, including how to turn slow evenings into busy, revenue-generating hours.
Walk away with actionable insights and a renewed confidence to elevate every aspect of your cafe. This workshop is ideal for current and aspiring cafe owners and managers ready to elevate their business.
Learning Objectives:
1. Identify essential equipment needs and maintenance practices to support efficient daily operations.
2. Develop a visually appealing and profitable menu that aligns with your brand and customer preferences.
3. Calculate cost of goods and apply techniques to ensure profitable pricing and inventory management.
4. Analyze current beverage trends and consumer habits to attract new customers.
5. Implement strategies to increase evening sales and create inviting after-work experiences for guests.
Date: Saturday, April 11, 2026
Time: 8:00 a.m. - 10:30 a.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
Anna Gutierrez
The Flavor Expression of Coffee Processing
Workshop Description: Why have novel coffee post-harvest processing methods surged in the past decade? Because processing shapes flavor.
Post-harvest techniques enable producers and processors to influence flavor profiles and tailor coffees to specific market preferences. Traditional methods—washed, natural, and honey—remain foundational, while innovations such as controlled or extended fermentations, and even flavor infusions with natural or synthetic ingredients, have expanded the possibilities. Together, these approaches form a rich toolbox that can yield an extraordinary spectrum of flavors from the same raw material.
In this workshop, we’ll explore coffees processed through a range of methods—from the most classic to the most cutting-edge—and experience firsthand how post-harvest decisions unlock diverse flavor expressions. We'll use descriptive assessment tools from the Coffee Value Assessment to appreciate the flavor profiles of different coffees better.
This workshop is valuable for those who want to expand their sensory skills and better appreciate the craftsmanship behind coffee flavor development.
Learning Objectives:
1. Explore a broad spectrum of post-harvest processing methods, from traditional (washed, natural, honey) to novel techniques (extended fermentation, flavor infusion), experiencing how these choices impact sensory profiles.
2. Learn to use CVA Descriptive Assessment tools to sharpen your ability to characterize nuanced sensory profiles.
3. Gain insights into how processing decisions can be used to tailor coffee to specific preferences and markets.
Date: Saturday, April 11, 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
Mario Fernández
The Coffee Brand Playbook: A Guide to Writing One Yourself
Workshop Description: This intensive workshop equips coffee business owners and leaders with frameworks to develop strategic brand positioning through competitive analysis and differentiated messaging. Participants learn data-driven market research methodologies, create detailed competitor profiles using SWOT analysis, and develop a comprehensive brand positioning document that includes value propositions, mission/vision statements, and target audience personas, brand voice, and story. The workshop combines industry-specific case studies with practical application through guided worksheets. By the end of this workshop, participants will have the tools and frameworks needed to independently identify market gaps, articulate unique positioning, develop core brand strategy elements, and create cohesive brand narratives that drive customer acquisition and retention in crowded coffee markets.
Learning Objectives:
1. Identify Strategic Market Opportunities: Learn how to conduct competitive landscape analysis using industry data and SWOT frameworks to uncover white space your competitors are ignoring.
2. Craft Differentiated Brand Positioning: Master the step-by-step process to develop compelling value propositions, mission/vision statements, and brand narratives that clearly communicate why customers should choose you over competitors.
3. Define Your Target Customer: Create detailed audience personas using demographic, psychographic, and behavioral data to focus your positioning on the customers most likely to buy.
4. Build Your Brand Positioning Playbook: Apply proven frameworks through hands-on exercises to develop a complete, actionable brand strategy you can implement immediately in your business.
Date: Saturday, April 11, 2026
Time: 9:00 a.m. - 12:00 p.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
Darleen Scherer
Evaluating Green Coffee Quality Beyond the Cup Score
Workshop Description: This workshop teaches attendees how to evaluate green coffee using measurable quality indicators in addition to the cupping score. Participants will learn how to conduct green grading and physical inspection, calibrate and operate moisture and water activity meters, and use UV fluorescence to identify processing or storage issues. The session includes hands-on practice with measurement tools, green defect identification, and a cupping of coffees intentionally spiked with common physical defects. By tasting defects that can be visually identified, participants will connect physical attributes to sensory expression. The workshop equips learners with practical methods to make more confident purchasing decisions, select coffees that fit their menu goals, and communicate quality expectations to exporters and importers.
Learning Objectives
1. Correctly calibrate and use moisture meters, water activity meters, and UV tools.
2. Interpret measurements alongside visual green grading inspection to evaluate lot quality.
3. Identify how specific green defects may present in the cup through guided tasting.
4. Use physical and analytical data to make informed purchasing decisions aligned with quality goals.
Date: Saturday, April 11, 2026
Time: 9:00 a.m. - 12:30 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
Sarah Cline Parker
Trevor Jermasek
Crafting Excellence: Espresso Extraction and Proper Beverage Preparation
Workshop Description: This immersive workshop introduces participants to the foundations of espresso, from its role in the cafe to the science behind proper extraction. Through clear demonstrations and guided practice, attendees will learn essential techniques, including dialing in grind size, effective tamping, and pulling consistently balanced shots.
Participants will learn to steam milk for high-quality results, with dedicated practice time. Experienced instructors will provide individualized support, ensuring personalized coaching and skill development during practical activities. This workshop also explores traditional espresso beverages and their preparation.
By the end of the workshop, attendees will walk away with a deeper technical understanding of espresso extraction, improved beverage-building skills, and practical knowledge they can apply immediately. If you’re new to espresso or looking to develop your barista skills further, this session offers a valuable, engaging learning experience.
Learning Objectives:
1. Learn the fundamentals of espresso preparation — Understand how variables such as grind size, dose, tamping pressure, and shot time influence flavor, balance, and overall espresso quality.
2. Develop consistent extraction techniques — Practice dialing in espresso, adjusting grinders, and pulling shots with accuracy to achieve repeatable, café-quality results.
3. Foundational beverage preparation skills — Attendees will learn the proper construction of staple espresso-based drinks and gain confidence in steaming milk to different textures and correct temperatures.
Date: Saturday, April 11, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 32 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
Ahmad Aziz-Taylor
Taste the Cold Brew Science: A Sensory Exploration of Recent Cold Brew Research
Workshop Description: Since cold brew coffee entered the industry's main stage a decade ago, many coffee professionals believe they've learned all there is to learn about the brewing method. This workshop is an interactive exploration that demonstrates some of what the latest coffee science has taught us about cold-water brewing and how to apply scientific and sensory skills to transform cold brew cups from mediocre to extraordinary.
Designed for coffee professionals across various segments, this workshop delivers a science-driven, practical experience with cold brew. You'll discover how cold-water brewing shapes flavor, learn strategies to optimize your cold brew offerings, and uncover actionable ways to apply the latest research in your role. Whether you're focused on quality, innovation, or storytelling, this session offers relevant insights for anyone interested in cold brew's potential.
Learning Objectives:
1. Understand how the cold water brewing method impacts flavors in the cup compared to hot brewed counterparts.
2. Learn how to use cold brew cupping to explore possibilities and make meaningful program decisions.
3. Explore how cold brew can showcase the unique characteristics and stories behind different coffees and origins.
4. Practice cold brew sensory analysis with CVA (serves as an easy-to-follow intro to CVA forms).
5. Participants will engage in approachable sensory comparisons designed for all experience levels.
6. Leave with practical, evidence-based takeaways—whether you want to understand cold brew's popularity or discover insights aimed at improving your offerings for cold brew consumers.
Date: Saturday, April 11, 2026
Time: 1:00 p.m. - 4:00 p.m.
Room Number: 30 B
Category: Sensory
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
Julia Leach
Using the Coffee Value Assessment - a Workshop for Experienced Cuppers
Workshop Description: The SCA Coffee Value Assessment (CVA) is a tool developed as a universal system of evaluating and documenting coffee quality, and is the most widely used quality evaluation system in the Specialty Coffee industry. The CVA is an evolution of previous cupping systems, like the 2004 SCA Cupping Protocol, but it integrates current sensory science, economics, evolved techniques, and current coffee market dynamics. This 3-hour course will orient experienced cuppers to the system, teach proper use of the CVA, and explore how the CVA can be adapted for use across a variety of business environments.
Learning objectives:
1. Understand the purpose and design of the Physical, Descriptive, Affective, and Extrinsic Assessments of the CVA.
2. Perform a coffee assessment using all four elements.
3. Understand how to use tools like aroma examples and triangulations to improve skills.
4. Learn how to adapt CVA to specific business environments such as the roasting company, the coffee trader, the coffee exporter, etc.
Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 4:30 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
Peter Giuliano
Sensory Toolkit 2.0 — Aroma, Texture & Narrative for Modern Coffee Training
Workshop Description: Sensory Toolkit 2.0 is a dynamic, hands-on workshop that expands traditional cupping and flavor-wheel training into a multisensory approach designed for modern baristas, trainers, and sensory professionals. Participants explore the intersection of aroma, texture, and narrative to build a more intuitive and inclusive sensory vocabulary. Through guided tasting, aroma jar identification, tactile mouthfeel stations, and narrative-based flavor mapping, attendees learn practical methods for breaking the “language trap” that limits sensory communication in cafés and training environments. This workshop equips participants with actionable tools to strengthen team calibration, improve guest communication, and enhance their own ability to perceive and describe coffee in a meaningful, memorable way.
By the end of the workshop, participants will be able to:
1. Identify and describe key aromas using a simplified, accessible scent library.
2. Use tactile cues to interpret and communicate mouthfeel and structure in brewed coffee.
3. Apply multisensory anchors (texture, color, temperature, emotion, memory) to develop more expressive and accurate tasting language.
4. Break common sensory “language traps” through narrative-based flavor communication.
5. Implement quick, low-cost sensory training exercises in their own cafés or training programs.
Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 3:30 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
Ashley Whelan
Strength vs. Extraction: Understanding What You’re Tasting
Workshop Description: Many coffee drinkers use the word strong to describe what they like in espresso, but strength is only one part of a much bigger story. In this interactive tasting workshop, we’ll explore the critical and often misunderstood difference between strength and extraction quality. Through guided tastings and intentionally varied espresso shots, participants will learn how brew ratios, grind size, and temperature influence both intensity and flavor clarity.
We’ll begin by clarifying what strength truly means in espresso: the concentration of dissolved coffee in the final shot. From there, we’ll dive into extraction, how much of the coffee’s soluble material is pulled during brewing, and how under-extracted, balanced, and over-extracted espresso presents itself on the palate. By tasting contrast shots that isolate these variables, participants will build a clearer sensory vocabulary to identify cleanliness, acidity, sweetness, body, and finish with greater confidence.
Whether you’re a barista looking to sharpen your dialing-in skills or a coffee enthusiast curious about why some shots taste vibrant and balanced while others feel harsh or hollow, this workshop will provide practical tools to diagnose espresso and make intentional, repeatable adjustments behind the bar. Come ready to taste, compare, and better understand what’s really happening in your cup.
Learning Objectives
1. Clarify Strength vs. Extraction in Espresso
Help participants understand the distinction between espresso strength (brew ratio and concentration) and extraction (how much flavor is dissolved), and how each variable impacts the final shot.
2. Develop Espresso-Specific Sensory Awareness
Strengthen participants’ ability to taste and identify sensory cues associated with under-extracted, balanced, and over-extracted espresso.
3. Translate Taste Into Actionable Adjustments
Equip attendees with practical tools to connect what they taste to specific, repeatable adjustments such as dose amount, grind size, and yield.
4. Foster Confidence, Curiosity, and Dialogue
Create an engaging, supportive environment where participants feel comfortable asking questions, comparing shots, and deepening their understanding of espresso through shared sensory experience.
Note: This workshop will use espresso as the brew method to explore these principles, but the content covered can be applied to all coffee brewing methods.
Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 32 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
Emma Isabel
The Future of Coffea: Exploring Species Diversity and Adaptation
Workshop Description: Deep dive into this immersive workshop examining the history and future of the Coffea species. Focusing on the diversity of flavor and the lack of genetic diversity endangering the species, the workshop walks participants through key factors that make Coffea, particularly Arabica, vulnerable to extinction.
Part presentation, part tasting, this workshop is open to and has been fruitful for people with varied levels of experience, from those new to cupping all the way to seasoned coffee traders. Discover what is at stake as we face environmental and genetic challenges, and gain first-hand insights through compelling case studies from producers of the world’s rarest species and innovative farming initiatives. Some of these producers will join as guest speakers, offering their perspectives and sharing their experiences directly with participants.
Tasting exercises will include multiple Coffea species such as Stenophylla, Eugenioides, Liberica, Excelsa, Racemosa, Wightiana, experimentally processed Canephora, and a selection of several innovative and rare Arabica varieties and processings.
This session will deepen your understanding of the urgent need to preserve coffee biodiversity, highlight the threats and the remarkable potential within this genus, and introduce initiatives underway to navigate the current climate.
Learning Objectives:
1. Understand the importance of genetic diversity in coffee and why many Coffea species, especially Arabica, are endangered, and describe the environmental, genetic, and economic factors involved.
2. Taste and identify a range of Coffea species and Arabicas, while discussing their unique genetic and sensory characteristics.
3. Analyze real-world case studies of innovative farming and conservation practices aimed at preserving rare coffee species and adapting to climate change.
4. Foster professional and community connections through collaborative learning and shared sensory experiences.
5. Enjoy an engaging, memorable coffee experience that sparks curiosity and inspires reflection on coffee’s future.
Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 4:30 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
Leon Grodski Barrera
Adriana Uriostegui
Filter Builders: An Ion Exchange Lego Lab
Workshop Description: Snap into water chemistry with this hands-on workshop where we explore the compounds and ions commonly found in water—like calcium, magnesium, and sodium. Piece-by-piece, learners will see how minerals move through filters like ion exchange cartridges. We will also talk about why the coffee industry wants to manage minerals in water that is already safe to drink. Whether you are a technician, barista, or just curious about what’s happening inside your water filter, this session helps build clarity—literally. Come ready to stack knowledge and connect the dots on how filters manage minerals.
Following this workshop, attendees should be able to:
1. Identify compounds typically found in tap water
2. Define and list components that contribute to the total hardness of a water
3. Define and list components that contribute to the temporary hardness of water
4. Define and list components that contribute to alkalinity
5. Describe what happens inside of an ion exchange water filter cartridge
Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 3:30 p.m.
Room Number: 30 C
Category: Science
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
Ben Helt
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.
4. Use cupping and sensory feedback to refine blend outcomes.
5. Craft concise, engaging narratives explaining blend intention, flavor goals, and origin context.
6. Apply repeatable frameworks for signature, seasonal, or menu-specific blends.
Date: Sunday, April 12, 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
Ben Helt
The Profitable Cafe: Financial Strategies for Sustainable Success
Workshop Description: What does a healthy cafe budget look like? And how do you match that to the reality of operations?
In the dynamic job of running a cafe, a solid grasp of budgeting is vital for sustainable success. This workshop is designed to empower cafe owners, managers, and aspiring entrepreneurs with the foundational tools to create, analyze, and optimize a budget that drives profitability. Attendees will dive into key areas of the P&L—like cost of goods (COGs), labor, and occupancy—to understand how each impacts the overall health of their business and how to control them ongoing via operational decisions.
Using a fill-in-the-blank workbook, attendees actively engage in analyzing financial metrics, calculating ideal expense percentages, and learning actionable methods to control costs. This workshop transforms complex financial concepts into manageable, practical steps. Plus, we’ll explore real strategies for boosting cafe sales and inspiring cafe workers to engage better with the business. Attendees will leave feeling enthusiastic, knowledgeable, and equipped with practical budgeting insights to support their cafe's growth.
This workshop would be perfect for people brand new to these concepts or even experienced cafe owners who are having a difficult time controlling expenses.
Learning Objectives:
1. Identify and understand key budget components in a cafe business, how to analyze them in your own business, and how to strategically control them ongoing through operational leadership
2. Gain a clear understanding of how to build, read, and leverage a P&L statement specifically for the cafe business to assess the café’s financial health and make informed decisions.
3. Explore strategies to increase top-line revenue through effective upselling, product mix adjustments, and employee engagement
4. Walk away with a holistic budgeting approach that combines financial discipline with strategic decision-making, supporting sustainable growth
Date: Sunday, April 12, 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
Erica Escalante
Building Better Wholesale: Your Roadmap to Starting & Scaling Your Wholesale Coffee Business.
Workshop Description: This workshop equips new and growing coffee entrepreneurs with the knowledge and tools to start and scale a wholesale coffee business. We’ll cover the full journey—from green coffee buying and roasting to selling your product across B2B and consumer channels. By the end, you’ll have a comprehensive roadmap to develop a profitable, customer-focused wholesale program, along with an understanding of key industry benchmarks and strategies for standing out in a crowded market.
Learning Objectives:
1. To learn how to source green coffee in an effective manner by working with various buying methods, forecasting, and working alongside producers
2. To understand the necessary equipment and education needed to create an in-house roasting program
3. Gain practical and effective sales tactics from two coffee sales professionals, such as how to build a pipeline, creating sales & marketing materials, and how to conduct in & out-bound sales
4. Attendees will have a business plan specially for wholesale coffee roasting to follow along, fill-out, and walk away with
Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 11:00 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
Tarra Samuelson
Blair Smith
Using “Preference Mapping”, a New Tool to Understand Coffee Quality
Workshop Description: How do we define “quality” in an increasingly diverse specialty coffee industry? How can we understand and interpret consumer tastes? How can a producer find the right markets for their coffee?
The above questions are front of mind to many current coffee professionals- and we need answers. Fortunately, the disciplines of sensory and consumer science have developed a technique called “Preference Mapping”, which can integrate descriptive and affective information- that is, flavor notes and preferences- into tools that help predict and define product quality.
Join us to learn the sensory technique of data-driven preference mapping, which will help students use tools like the Coffee Value Assessment to evaluate coffee flavor and understand market dynamics. We will taste and evaluate coffees, learn about preference mapping, and create basic preference maps.
Learning Objectives:
1. Explain the principles of preference mapping and its relevance to the coffee industry.
2. Apply preference mapping techniques to analyze and interpret consumer preferences for coffee flavor and quality.
3. Use sensory and consumer data to create basic preference maps for coffees.
4. Recognize how preference mapping can be used to personalize customer experiences and improve outcomes.
Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 AB
Category: Cupping, 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
Peter Giuliano
Peter Giuliano is the Senior Advisor of Science Communication and Engagement Strategy for the SCA. With 35 years of experience in the coffee trade, he focuses on supporting, promoting, and communicating scientific and economic research that benefits the entire coffee industry.
Intentional Blending: Designing Flavor with Purpose
Workshop Description: Blending is both an art and a science, and intentional design is key to achieving flavor, balance, and consistency. This workshop teaches roasters how to craft blends with clear sensory goals using component tasting, roast-level experimentation, and iterative cupping feedback. Participants explore how origin, variety, and roast interact to influence sweetness, acidity, body, and clarity. Emphasis is placed on co-discovery, allowing participants to hypothesize, test, and refine blends collaboratively. The workshop also incorporates storytelling, helping participants translate blend design into concise narratives for café teams and consumers. Attendees leave with repeatable frameworks, tasting skills, and practical storytelling tools to create blends that are purposeful, repeatable, and memorable.
Learning Objectives:
1. Evaluate individual component coffees for sensory contribution.
2. Adjust roast levels to optimize blend balance, body, and flavor clarity.
3. Co-create blends collaboratively using iterative, sensory-driven experimentation.
4. Use cupping and sensory feedback to refine blend outcomes.
5. Craft concise, engaging narratives explaining blend intention, flavor goals, and origin context.
6. Apply repeatable frameworks for signature, seasonal, or menu-specific blends.
Date: Sunday, April 12, 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
Ashley Whelan
Alchemist of the Pour: An In-Depth Look into Espresso and Latte Art Techniques
Workshop Description: This hands-on workshop is designed for baristas and coffee professionals who want to strengthen their technical understanding of espresso and milk synergy and develop their latte art skills.
This workshop first touches on proper espresso brewing and extraction quality. Participants will learn how minor adjustments can elevate the final cup and create a solid foundation for milk integration.
We'll then shift to focus on milk techniques—from proper steaming and texturing to pour control and integration with espresso. Attendees will practice achieving harmony between the structure of the espresso shot and the texture of the milk for smooth, balanced results.
By the end of the session, participants will leave with a better understanding of espresso variables, milk chemistry, and latte art pouring fundamentals, empowering them to create consistent, high-quality, beautiful beverages with confidence.
Learning Objectives:
1. Demystify espresso extraction by identifying how variables affect balance, flavor, and consistency in pouring into the cup.
2. Master the craft of milk texturing, learning how to create silky micro-foam and achieve the ideal temperature and texture for seamless integration with espresso.
3. Refine pour control and technique, discovering how movement, flow, and timing shape both latte art presentation and flavor synergy.
4. Combine science and craft to design espresso-based beverages that are visually striking, technically sound, and consistently delicious
Note: For the best hands-on experience, we group attendees into small breakout teams according to their self-assessed skill level. This way, you practice with peers at a similar stage and receive targeted guidance and feedback from the supporting instructors.
Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:30 p.m.
Room Number: 32 AB
Category: Espresso
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
Nicole Rosaly
Cultivating A Strong Team and an Engaging Coffee Environment
Workshop Description: In this workshop, participants will learn how to create a thriving coffee shop environment by mastering the full barista experience—from hiring to daily engagement. We begin with strategies for attracting and selecting the right candidates, focusing on identifying the qualities that make exceptional baristas and hospitality professionals. Next, we explore effective onboarding practices that set new team members up for success, ensuring they feel confident, welcomed, and aligned with your shop’s values from day one. This workshop emphasizes the importance of cultivating a warm, motivated, and team-oriented culture. Attendees will learn how to create a supportive environment that fosters communication, accountability, and genuine connection—both between staff and with guests.
By the end of the session, managers and owners will walk away with actionable systems and tools to strengthen their team, elevate service quality, and enhance the overall guest experience. Whether you're launching a new cafe or improving an existing operation, this workshop provides the foundation for building a consistent, engaging, and memorable coffee shop culture.
Learning Objectives:
1. Develop an Effective Onboarding Plan:
Attendees will outline a step-by-step onboarding process that helps new hires feel welcomed, informed, and prepared to contribute within their first week. They will learn to define the skills, traits, and values that make an ideal coffee shop team member, and apply structured interview techniques to select strong candidates.
2. Create a Structured Training Framework:
Participants will understand the design of a practical training roadmap—including barista skills, feedback standards, and barflow expectations—that supports consistent performance across all shifts. Managers will learn simple methods for providing constructive feedback, monitoring progress, and supporting ongoing skill development.
3. Cultivate an Engaging Team Culture:
Attendees will discover strategies to foster teamwork, ownership, and communication to improve morale and reduce turnover. They will connect employee engagement practices with customer-facing behaviors to create a warm, memorable cafe.
Date: Sunday, April 12, 2026
Time: 12:30 p.m. - 3:00 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
Selina Viguera
Emma Isabel
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
Past Crop Profiling: A Roaster’s Guide to Blending
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.
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.
Trevor Jermasek (he/him) Roasting Director, Tailwind Roasting
Trevor has been in the specialty coffee industry for over a decade and began his roasting journey on a 1957-built UG22 back in 2010. Since then, he has worked with a wide range of roaster models and sizes, from refurbished vintage machines to modern builds. Whether it’s fine-tuning roast profiles or replacing drum bearings, Trevor has been deeply involved in virtually every aspect of coffee roasting and maintenance
Over the years, Trevor has worn many hats in the coffee industry, including barista, roaster, production manager, green buyer, and director of coffee. These roles have taken him from Java, Indonesia, to Cauca, Colombia, deepening his understanding of what it means to be a conscientious roaster in today’s coffee market.
At Tailwind, Trevor brings his technical expertise and lived experiences to support the team. His goal is to demystify and eliminate the arbitrary gatekeeping around crafting truly great, well-developed coffee.
Coffee Matchmaker: Multi-Perspective Cupping for Experienced Tasters
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.
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
Work It! Coffee Shop Bar and Workflow Efficiency
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.
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.
A Deep Dive into Cold Brew Sensory Analysis: Applying the Coffee Value Assessment
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.
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.
Coffee Buying: Sourcing, the C Market, and Contracts
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.
Instructors
Katherine Nolte Ferguson (she/her)
Managing Director & Head of Specialty, Sustainable Harvest
Kat Nolte Ferguson is the managing director of sustainable harvest and head of specialty trading for Sucafina North America. She has worked in the coffee industry since 2000. After completing her degree in accounting and music performance, she lived in rural Africa and worked in microfinance. She entered the green side of coffee trading as the financial controller for a specialty importer in 2011. She worked for Twin Trading developing East African coffee supply chains, helping cooperatives gain sustainable certifications and access international markets. She is a Q-grader and served as chair for the SCA Sustainability Council. Her passion is cultivating greater sustainability in the coffee industry. At Sucafina Specialty, she continues to invest success of farmers, roasters and the coffee industry as a whole. Today, she lives in Seattle with her husband, two young daughters and very big dog.
Ilya Byzov (he/him)
Head of Research
lya Byzov is the Head of Research and Quantitative trading at Sucafina, a multinational coffee trader with operations in 17 coffee producing countries, 15 destination sales offices, and 2 manufacturing facilities. Ilya’s work centers around understanding global production, consumption, and price of green coffee. Over the last 13 years in the coffee industry, Ilya has worked to understand and explain the underlying dynamics of coffee futures prices as well as developing strategies for optimizing costs across the supply chain/. Ilya will help explain the factor that led us to all-time record prices and suggest ideas of how to navigate this turbulent market environment.
Introduction to Cupping
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.
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.
Coffee & Climate: A Collaborative Workshop to Better Understand Climate Change
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:
Clarity on what's driving global warming and the current and future expected impacts on coffee
Confidence to enact climate adaptation, mitigation or resilience strategies
Build community, reinforce mission, purpose and values thinking
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.
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.
Tastes Like Tropical Fruits: Understanding Fruit Flavors and Aromas from the Tropics
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.
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.
Introduction to Cupping
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.
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.
Programming for Flavor: Dialing in Coffee Equipment
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.
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.
Management & Leadership: Building a Better Business
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.
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.
Mastering Coffee Flavor Through Water Composition
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.
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.
Working Towards Cuppers' Alignment in Descriptive Assessment
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.
Instructor
Federica Parisi (she/her)
Coffee & Beverages Community Director, Simonelli Group SpA
Hello I'm Federica Parisi, Coffee and Beverages Community Director at Simonelli Group. I'm an active member in the coffee industry for 14 years (Nespresso & Starbucks), I contribute to elevating coffee education standards.
I'm dedicated to high-quality coffee education in the industry, committed to fostering knowledge and excellence among coffee professionals.
I'm a proud Authorized SCA Trainer (Sensory, Brewing, Introduction to Coffee, CVA for Cuppers, Coffee Sustainability) and 2y experienced SCA judge (Barista and Brewers). I'm a European Specialty Tea Association Trainer as well and a proud Victoria Arduino E1 Prima EXP owner. I'm Italian and I live in Switzerland.
Brandon Bir (he/him)
Director of Sustainability, Crimson Coffee
Brandon Bir is a coffee and sustainability professional with a passion for equality and education. When not traveling to coffee-growing countries to teach classes focused on quality and sensory science or working towards zero waste at the SCA Campus in Columbus, Bir can be found representing Crimson Coffee speaking to students at universities and events around the world. In his role as Director of Sustainability, Bir develops new sustainable practices for all professionals on the value chain in coffee. Brandon is a certified Assistant Q-instructor, Q-Processing Generalist, SCA Content Creator, and holds a master’s from the University of Wisconsin.
What Drives Value in Coffee? A Participatory Dialogue and Tasting
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.
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.
Boost Your Social Ventures: Sustainable Project Funding through Crowdfunding
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.
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.
The Profitable Cafe: Financial Strategies for Sustainable Success
Workshop Description: What does a healthy cafe budget look like? And how do you match that to the reality of operations?
In the dynamic job of running a cafe, a solid grasp of budgeting is vital for sustainable success. This workshop is designed to empower cafe owners, managers, and aspiring entrepreneurs with the foundational tools to create, analyze, and optimize a budget that drives profitability. Attendees will dive into key areas of the P&L—like cost of goods (COGs), labor, and occupancy—to understand how each impacts the overall health of their business and how to control them ongoing via operational decisions.
Using a fill-in-the-blank workbook, attendees actively engage in analyzing financial metrics, calculating ideal expense percentages, and learning actionable methods to control costs. This workshop transforms complex financial concepts into manageable, practical steps. Plus, we’ll explore real strategies for boosting cafe sales and inspiring cafe workers to engage better with the business. Attendees will leave feeling enthusiastic, knowledgeable, and equipped with practical budgeting insights to support their cafe's growth.
This workshop would be perfect for people brand new to these concepts or even experienced cafe owners who are having a difficult time controlling expenses.
Date: Saturday, April 26, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 370AB
Category: 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.
Instructor
Erica Escalante
The Ropes: Barista Skills for Total Beginners
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.
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.
Crafting Connections: A Market-Readiness Workshop for Green Coffee Producers & Exporters
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.
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.
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)
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
Roast Revolution: Exploring Cutting-Edge Innovations in Coffee Roasting Techniques
Workshop Description: In the rapidly evolving world of specialty coffee, staying ahead of the curve with advanced roasting techniques is vital for both quality and sustainability. This workshop will explore pioneering innovations in coffee roasting that are transforming the industry.
Our session will showcase the latest technological advancements in roasting equipment and software, designed to enhance precision and efficiency. Attendees will learn about sustainable roasting practices that significantly reduce energy consumption and environmental impact, aligning with the growing demand for eco-friendly coffee production.
We will also explore new flavor profile developments through unique roasting techniques, offering attendees insights into creating captivating flavors that meet the nuanced preferences of the specialty coffee market.
This workshop serves as a platform for coffee roasters, shop owners, enthusiasts, farmers, and green coffee importers to network, share knowledge, and foster collaboration, driving growth and innovation across the industry.
Date: Friday, April 25, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 361DEF
Category: Roasting
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.
Instructors
Arash Hassanian (he/him)
CEO, Roastronix
I am the CEO of Roastronix, where I lead a dedicated team in designing and manufacturing state-of-the-art coffee roasting equipment. We also provide collaborative co-roasting spaces, empowering roasters to innovate and perfect their craft. With a strong commitment to sustainability and community engagement, I strive to advance the specialty coffee industry through technological innovation and collaborative efforts.
Benjamin Put (he/him)
Co-Owner, Monogram Coffee
Benjamin Put is a six-time Canadian Barista Champion and co-owner of Monogram Coffee in Calgary. A four-time World Barista Championship competitor (2015, 2016, 2017, 2022), he is best known for his pioneering work with freeze-distilled milk, as well as his dedication to pushing the boundaries of specialty coffee.
Beyond the competition stage, Ben has spent over a decade mentoring and coaching the next generation of baristas, and his expertise now extends into cutting-edge roasting techniques. As a roaster, Ben has worked with exceptional coffees from Panama, Bolivia, and beyond, leveraging technology to achieve unparalleled consistency, flavor development, and efficiency.
Join Ben at Roast Revolution as he shares insights on the future of coffee roasting, the impact of electric roasting technology, and how precision-driven techniques are shaping the next wave of specialty coffee.
Curating Your Menu: Exploring Specialty’s Supporting Players (Tea, Chocolate, and CPG)
Workshop Description: While coffee will always be the centerpiece of your cafe menu, let's demystify the many options there are for those "supporting players" and celebrate all they have to offer when it comes to curating your menu!
Join us to learn about how to taste, evaluate, prepare, and promote offerings in the chocolate, tea, and CPG categories, with the same care and attention you give your coffee.
Ideal for the cafe owner or manager, lead barista, the curious coffee sensory enthusiast, this will be a sensory-focused class anchored in practical business application.
Objectives:
⁃ Understand how to taste/evaluate chocolate, tea, and CPG products from a sensory perspective.
⁃ Understand and apply evaluation approaches to chocolate, tea, and CPG products from a COGS and value-added perspective.
⁃ Understand different approaches to the preparation of tea, chocolate, and CPG in busy cafe settings.
⁃ Understand and apply how to promote non-coffee items in your cafe and across different promotional channels (social media, newsletters, etc.)
Date: Friday, April 25, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 360DEF
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.
Instructors
Julie Housh (she/her)
Julie leverages extensive experience in education, program development, and stakeholder engagement to create connections between people and ideas in the coffee value chain.
Throughout her career, she has designed and delivered educational programs across the coffee industry, from barista training with Intelligentsia Coffee to sustainability initiatives at the Specialty Coffee Association (SCA). Julie excels at building partnerships, managing complex projects, and fostering communication among diverse stakeholders and across global cultures and time zones. Notably, she spearheaded coffee championship events and certification programs for World Coffee Events. When not thinking about coffee, Julie is probably thinking about snacks.
Tarra Samuelson (she/her)
Sales Manager, Rishi Tea
Tarra Samuelson has been in the specialty coffee industry for 14 years, having taken on many roles in both retail and wholesale, such as barista, manager, trainer, sales, director, and owner. She has worked for some incredible companies (Klatch, Verve, Equator), and is currently the SoPac Sales Manager for Rishi Tea. Tarra is also the owner of Curated Coffee Consulting and is on the ownership team for Provision Coffee in Phoenix, AZ. Tarra loves education in coffee, and continues to instruct SCA classes and other coffee courses both in person and online. She lives in Phoenix Arizona with her husband, Dan, and her dog Kumi.
How to Dial in Espresso
Workshop Description: Elevate your espresso skills in this comprehensive workshop designed for baristas seeking to deepen their knowledge of coffee extraction. Participants will explore the intricate processes that influence espresso quality, focusing on both the science and art of dialing in.
Course Highlights:
Understanding Extraction: Discover how various factors—such as dose, volume, time, and pressure—affect the extraction process, ultimately influencing flavor, tactile, and quality.
Best Practices: Learn the optimal techniques for “how” and “when” to dial in your espresso to achieve the perfect balance of flavors.
Adjusting Variables: Gain hands-on experience adjusting and documenting brewing variables and see firsthand how these changes impact the final cup.
Coffee Analysis: Analyze roast profile, origin, bean density, and processing methods to understand their effects on the extraction process.
Tasting Experience: Develop your palate while describing and comparing flavors, extraction, and balance.
By the end of this course, participants will not only have a greater appreciation for the complexities of specific coffees but will also leave with increased confidence and efficiency in dialing in espresso.
Date: Friday, April 25, 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.
Instructor
Kristen Hjelm (she/her)
Senior Director, Business Development - BUNN
Kristen Hjelm is the Senior Director of Business Development for BUNN. She lives in the Pacific Northwest with her family and two young kids. Kristen received a Master in Business Administration degree from Arizona State University. Kristen has been involved with the coffee industry for over 20 years as a barista, corporate trainer, sales and business development consultant. As a sensory and technical judge, she has judged regional and national Barista Competitions for over 12 years. Kristen has volunteered, presented, and created content for various industry organizations, including SCA Expo, World of Coffee, Coffee Technicians Guild, Coffee Fest, and more. Kristen is passionate about the specialty coffee industry and provides a welcoming atmosphere in which to learn, share, and grow with one another.
Equitable Pricing Models: Building your Own Pricing Impact Assessment to Support Smallholder Livelihoods
Workshop Description: Pricing decisions across the supply chain have a direct measurable impact on the livelihoods, resilience, and prosperity of coffee producing communities. This workshop gives roasters and other coffee enterprises the tools and insights to assess the impact of their pricing strategies on smallholder producers welfare. Participants will explore impactful pricing models—such as long-term contracts, living income benchmarks, community investment and traceable price guarantees, among others—that go beyond c-market rates and business as usual models, to provide meaningful support and incentives for coffee producers.
Designed for roasters of all sizes, this workshop helps participants assess and adapt pricing practices aligned with business goals and producer prosperity. Through practical exercises and open-source tools, attendees will gain a solid understanding of the data needed to evaluate price impact, develop strategies to work with supply chain partners to assess impact, and craft communication tools that raise awareness with employees and end consumers. By the end of the session, roasters will have the skills to assess and monitor the impact of their pricing strategies, using this insight as a pivotal tool to build stronger, more resilient supply chain
Date: Friday, April 25, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 370AB
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
Pedro Manga
From Surviving to Thriving – How to Run a Profitable Coffee Shop
Workshop Description: Back by popular demand! Join this workshop designed exclusively for coffee shop owners or managers seeking to elevate their business game. Focus on honing your business acumen while gaining invaluable insights into financial strategies, operational efficiencies, and essential practices to maximize profitability. From cost analysis to menu engineering, you’ll walk away equipped with the tools to optimize your shop's financial health.
Date: Friday, April 25, 2025
Time: 9:00 a.m. - 12:00 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
Laila Ghambari
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.
Quality, Food Safety and Employee Safety - The Trinity
Workshop Description: As a coffee roasters, we all should agree that quality management, food safety and employee safety are all important. In fact, the last two are regulated and one must comply. Quality management one could argue that without it, you will not survive.
In this workshop you will learn the scientific disciplines each requires, as well as how they overlap and even sometimes conflict.
We will work thru how to develop all three that feed into one another which helps create robust programs for each.
We will explore:
- The things you must do (regulatory - FDA and OSHA)
- The things you should do for quality control
- Risk assessment process for each
- Development of SOP's for each
- Documentation of the whole process
- Internal Audits, Corrective Actions and Root Cause Analysis
The end goal - is to create systems and programs for each that take your "tribal" knowledge and make it institutional. From there, you will understand that humans are humans, we make mistakes, but how do we prevent making the same ones over and over.
Date: Friday, April 25, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 372AB
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
Mike Ebert (he/him)
Senior Consultant, Firedancer Coffee Consultants
MIKE EBERT is founder of Firedancer Coffee Consultants, dedicated to helping clients create a personalized strategy to ensure long-‐term success. He works primarily with roasters, producers and retailers, drawing from his extensive experience in all facets of the specialty coffee supply chain to guide clients in reaching their potential. Ebert is an Authorized SCA Trainer (AST) for the Specialty Coffee Association (SCA); a certified Preventive Controls Qualified Individual (PCQI) and lead trainer for food safety; and co-‐chairs curriculum for the SCA Educational Advisory Council, which develops new educational experiences for the specialty coffee community.