Workshop Description: This workshop is designed to help participants understand how affective and extrinsic attributes increase product value in coffee.
The first half of the workshop covers the hedonic, or "Affective," component of the Coffee Value Assessment. This session shifts from objective intensity to personal and market-driven impressions of quality. Participants will explore sensory evaluation, learning how aroma, flavor, and mouthfeel shape perception and value. Guided cupping exercises give hands-on experience assessing these attributes and understanding their role in quality differentiation.
The second half analyzes external factors shaping a coffee's total value. This module teaches how to record and assess details not found in the liquid. Attendees will see how extrinsic factors influence consumer choices and market positioning. Practical activities and discussions show how external factors shape perceived value and guide purchasing decisions.
By the end of the workshop, participants will gain practical skills to evaluate products holistically, optimizing both affective and extrinsic attributes to increase market value.
Learning Objectives:
Define and distinguish affective and extrinsic attributes in coffee value assessment, demonstrating the ability to separate personal preferences from technical evaluation while acknowledging market perspectives.
Apply sensory evaluation to assess affective qualities of coffee and score coffees with the CVA Affective Form based on 'Impression of Quality.'
Identify and document extrinsic factors—farming, processing, trading, certifications, and marketing—that influence consumer perception and market value.
Analyze affective and extrinsic attributes to make holistic, market-relevant coffee evaluations and purchase decisions.
Date: Saturday, June 27, 2026
Time: 8:00 - 10:30
Location: Room 1123
REGISTRATION FEES: €150.00
Booking: To book your place in this Workshop, head to the World of Coffee Brussels Registration & Booking Portal and add a session to your order. Already registered? Simply log in using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Julian Loayza Sanjines
Trainer, Max Fronteras Coffee Company
Julian Loayza was born in La Paz, Bolivia. After finishing university in Madrid, Spain (where he studied nothing related to coffee), he moved to Dubai, where he got his first job as a barista. After living 3 years in the UAE, where he ended up managing a cafe, he moved to London. His first job was as an Assistant Roaster for Monmouth. After learning the hard bits of the profession (lifting sacks, cleaning flues, etc.) he worked for different roasteries in London: Qima, Terrone, 39Steps Coffee, Beantale, Code.194 and others. Now he is a freelance trainer, coffee consultant and AST for Introduction to Coffee, Roasting, Barista Skills, Green Coffee, Brewing, CVA for Cuppers and Sensory Skills. He is a former CQI Q Arabica Instructor and transitioned to become an SCA Q Grader Instructor. He lives in North London with his wife, two kids, and one cat.