Interpreting Roast Color: Linking Measurement, Development, and Extraction
Workshop Description: Roast color is one of the most commonly observed yet least consistently interpreted metrics in coffee roasting. While widely used for visual assessment and basic quality control, color measurement is often misunderstood, inconsistently applied, or disconnected from meaningful roasting and brewing decisions.
This presentation explores how roast color can be interpreted as a practical analytical tool by linking objective measurement with roast development and extraction behavior. Drawing on experience analyzing more than 500 coffees across origins, processing methods, and roast degrees—as well as ongoing work with production roasters and importers—this talk examines what roast color can and cannot tell us about coffee performance.
Attendees will learn how color data relates to roast development strategies, how it influences solubility and extraction outcomes, and how it can be used to improve internal calibration and communication within roasting teams. The session will also address common misconceptions around color analysis and highlight limitations that must be understood to avoid over-reliance on single metrics.
By reframing roast color as an interpretive tool rather than a fixed target, this presentation aims to support more consistent quality control, clearer communication, and better-informed roasting decisions across a wide range of coffee businesses.
Learning Objectives:
Interpret roast color measurements in context, understanding what color data can—and cannot—reliably indicate about roast development and coffee performance.
Connect roast color to extraction behavior, recognizing how differences in color relate to solubility, brewing outcomes, and consistency across coffees and roast styles.
Identify common misconceptions and misuses of color analysis in coffee roasting, and avoid over-reliance on color as a single or isolated quality metric.
Apply color analysis more effectively in quality control and internal calibration, using it to improve communication and decision-making within roasting teams rather than treating it as a fixed target.
Date: Friday, June 26, 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
Maxwell Martinelli
Coffee Trader / Educator, Rehm & Co.
Maxwell Martinelli is a coffee trader and educator based in Hamburg, Germany, with over 15 years of experience spanning barista training, production roasting, green coffee buying, capsule manufacturing, and coffee importing at Rehm & Co. Earlier in his career, Maxwell conducted independent research into coffee solubility, analyzing more than 500 roasted samples across origins, processing methods, and roast degrees - laying the foundation for a data-driven approach to roast development and extraction. His current work focuses on translating color measurement from a misunderstood metric into a practical instrument for standardization and quality control, helping the industry move toward more consistent evaluation of roasted coffee.
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:
Understand the fundamental principles of roaster operation, including airflow, burners, and heat transfer mechanisms.
Compare similarities and differences among various commercial roaster models.
Understand proper operational techniques and basic maintenance tasks for different roaster models.
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: Friday, June 26, 2026
Time: 8:00 - 11:00
Location: Room 1121
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
Doug Graf
Owner, Vintage Coffee
Doug has been roasting and working with Roasters since 1986. Since 2007, we have been operating in our current incarnation as Vintage Coffee. We are the Canadian Sales and Service Representatives for Loring in Canada. We ran the Roasting Tent at the Roasters Guild Retreat and have the privilege of traveling around North America and beyond, installing, repairing, rebuilding, and consulting with Roasters of every size and Brand.
Building Shared Value: Learning from the 2026 Sustainability Award Winners
Bean Voyage and Coffee Circle
Navigating the EUDR: A Step-by-Step Compliance Guide for Agricultural Producers
Workshop Description: Access to the European market is changing. The new EU Deforestation Regulation (EUDR) mandates strict traceability and deforestation-free proof for agricultural imports, creating a "comply or lose access" reality for producers.
This workshop cuts through the legal complexity to provide a practical, step-by-step compliance roadmap. Led by Miguel Angel Narvaez Flores, a former trade diplomat and expert in EU-Latin America agri-trade, this session translates high-level policy into on-the-ground action.
Attendees will learn:
The Requirements: Exactly what geolocation data and polygon mapping are needed for your specific crops.
The Process: How to prepare the Due Diligence Statements that EU importers now demand.
The Strategy: How to turn verified compliance into a competitive advantage over unprepared rivals.
Drawing on a decade of experience working directly with producers in Mexico and Colombia, this workshop is designed for exporters who need clear answers, not just theory. Join us to ensure your supply chain remains resilient, compliant, and open for business in Europe.
Here are three clear, actionable learning objectives that directly address producers’ needs:
Identify specific data requirements: Attendees will learn exactly when to use geolocation points versus polygon mapping for their specific crops and plot sizes to avoid rejection at the EU border.
Master the Due Diligence Statement (DDS): Participants will understand how to prepare and verify the essential documentation that EU importers now legally require to clear customs.
Turn compliance into strategy: Producers will learn how to leverage early EUDR compliance as a competitive advantage to secure long-term contracts with risk-averse European buyers.
Date: Friday, June 26, 2026
Time: 11:30 - 13:30
Location: Room 1121
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
Miguel Angel Narvaez Flores
CEO, Espiga Exports
His firm is an active participant in the European and Latin American coffee markets, providing specialized import-export operations and strategic consulting. A former agricultural climate change negotiator for Mexico at COP23, the OECD, and the FAO, Miguel leverages his profound expertise in European regulatory frameworks to help agricultural producers successfully navigate complex trade policies like the EUDR.
New Coffee World— a Guided Sensory and Scientific Exploration into the Future of the Coffee Industry
Workshop Description: The coffee landscape is evolving faster than ever. New species, new processing methods, new varieties, and new research are reshaping how we understand quality, sustainability, and flavor.
In this interactive workshop, participants will step into the “New Coffee World” — a guided sensory and scientific exploration of emerging coffee species, innovative processing methods, and the genetic diversity shaping the future of our industry.
Through structured tastings and hands-on sensory exercises using the CVA framework, guests will compare species, identify processing differences, distinguish varieties from hybrids, and gain exposure to the latest research insights from the Nestlé R&D team.
Beyond tasting, this session creates space for dialogue: a platform to exchange perspectives, challenge assumptions, and collectively reflect on what the future of coffee could — and should — look like.
This is not just a tasting. It is a conversation about where coffee is heading next.
By the end of this workshop, participants will be able to:
Differentiate between coffee species through guided tasting
Identify sensory markers of different processing methods
Understand the difference between varieties and hybrids from both genetic and sensory perspectives
Apply the CVA form in a structured and practical way
Gain insight into emerging research and innovation in coffee
Articulate their own perspective on the evolving coffee landscape
Date: Friday, June 256, 2026
Time: 11:30 - 14:00
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.
Instructors
Christos Sotiros
Coffee Expertise Lead, Nestle Professional
Christos Sotiros is a coffee professional with more than 15 years of experience in the specialty coffee and hospitality industry. A two-time Swiss Barista Champion and World Barista Championship semifinalist, he currently serves as Global Coffee Expertise Lead at Nestlé Professional, working across both the European regional team and the Strategic Business Unit. Christos is an Authorized Specialty Coffee Association Trainer since 2016 and a certified Q Arabica Grader. His work and presentations focus on coffee quality, sensory experience, innovation, and the role of diversity in shaping the future of coffee.
George Moraitis
Coffee Capabilities Specialist, Nestle Hellas
Georgios Moraitis is an AST‑certified coffee trainer and Coffee Capabilities Specialist driven by a vision to elevate coffee at a global level.
He holds the Coffee Value Assessment (CVA) certification and is a three‑time finalist of the Hellenic Barista Championship, reflecting excellence in both performance and discipline.
He has worked in the coffee industry for almost 14 years, and for the last 5 years, he has delivered consulting projects for leading hotel groups and hospitality organizations.
Through training, consulting, and innovation, George empowers teams, builds lasting capabilities, and inspires a culture of quality, consistency, and continuous improvement.
His impact bridges craft, strategy, and people, turning coffee knowledge into meaningful experiences worldwide.
Coffee business growth masterclass for beginners: building a strong foundation for sustainable expansion
Workshop Description: Many coffee entrepreneurs start with passion, product knowledge, and a strong vision, but turning a coffee business into a sustainable and scalable company requires structure, strategy, and clear decision - making.
This hands-on beginner-level workshop is designed for coffee shop owners, roasters, producers, early-stage entrepreneurs, and coffee professionals who want to better understand how to grow their business in a changing and increasingly competitive coffee market. Led by Lukasz Mrowinski, former CEO and co-founder of Etno Cafe, the largest Polish-originated coffee shop chain, the session will introduce participants to practical business tools used in growth strategy, partnerships, financing, operations, and market positioning.
Using real-world examples and simple frameworks, participants will explore the key questions every growing coffee business should answer: Who is my customer? What makes my business different? Which growth path is realistic for me? How do I improve profitability before scaling? When should I consider partners, investors, or new locations?
The workshop will follow Kolb’s Experiential Learning Cycle, combining reflection, discussion, simple exercises, peer exchange, and practical planning. Participants will not need prior knowledge of M&A, venture capital, or private equity. Instead, these concepts will be introduced in an easy-to-understand way, showing how they may become relevant as a business grows.
By the end of the workshop, attendees will leave with a first version of a practical growth roadmap, including short-term priorities, key business risks, and possible next steps for building a stronger, more resilient coffee business.
This workshop is ideal for beginners, early-stage coffee entrepreneurs, small business owners, aspiring founders, and coffee professionals who want to move from passion to structured business growth.
Learning Objectives:
Understand the Foundations of Coffee Business Growth
Participants will learn the basic elements that make a coffee business ready for growth, including customer positioning, product offer, pricing, profitability, operations, and brand clarity.
Identify Realistic Growth Opportunities
Attendees will explore different beginner-friendly paths to growth, such as improving current operations, increasing sales, developing new channels, opening another location, building partnerships, or preparing for future investment.
Build a Simple Growth Roadmap
Participants will create a first practical roadmap for their own business or business idea, identifying short-term priorities, long-term opportunities, key risks, and actions they can take immediately after the workshop.
Learn How to Grow Without Losing Brand Identity
The workshop will help participants understand how to expand carefully while preserving quality, customer trust, team culture, and the unique character of their coffee business.
Date: Friday, June 26, 2026
Time: 14:00 - 16:30
Location: Room 1121
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
Lukasz Mrowinski
Speaker, The Coffee Fund
Lukasz Mrowinski, former co-founder and CEO of Etno Cafe, a Polish coffee brand with 28 cafes in major cities such as Warsaw and Wrocław.
Founded in 2012, Etno Cafe quickly became the largest Polish-originated cafe chain and craft coffee roastery, pioneering bottled Cold Brew Coffee production in Europe.
Under his leadership, Etno Cafe introduced many innovations, including a unique business model or mobile app for Click&Collect ordering, which boosted its recognition in the Financial Times FT 1000 ranking of 2020, securing 196th place among European companies and 7th in Food & Beverages.
Etno Cafe experienced growth through organic expansion and strategic M&A deals, leveraging investor funds for development.
In April 2022, Lukasz exited Etno Cafe to pursue M&A ventures, joining the Harbour Club. This organization offers practical insights and strategies for entrepreneurs seeking to acquire, revitalize, and divest businesses, challenging the notion that significant upfront capital is necessary for successful acquisitions.
Since May 2020, Lukasz has also been hosting the Coffee On Air podcast.
Before joining the coffee industry, Łukasz was a lawyer and tax advisor for over 12 years, including 6 years at KPMG and 3 years at Credit Agricole.
Origin with Purpose: Redefining Guatemalan Coffees Country Brand
Andrea Vergara, Carol Gstalder
What Coffee Can Learn from Wine and Whisky: Translating Aroma Frameworks Across Beverages
Workshop Description: Wine and whisky have spent decades refining sensory frameworks—families, hierarchies, lexicons, and tasting protocols—that help tasters describe complexity with precision. Coffee has its own rich sensory tradition, yet many cuppers struggle with inconsistent vocabulary, under-differentiated aromatic families, or a lack of shared references.
This session explores what coffee can borrow (and what it shouldn’t) from the worlds of wine and whisky: how each beverage organizes aromas, teaches memory, structures language, and links sensory cues to process and origin. Through comparative examples, attendees will learn how cross-beverage frameworks can clarify descriptors, sharpen perception, and strengthen communication across teams and markets.
Attendees will learn to :
Compare the sensory structures used in wine, whisky, and coffee (families, lexicons, tasting sequences).
Identify transferable techniques for building aroma memory and consistency.
Evaluate how cross-beverage approaches help clarify muddled or vague descriptors.
Develop more precise, communicable tasting notes using comparative reasoning.
Understand the limits of cross-framework borrowing and how to adapt methods for coffee’s unique needs.
Date: Friday, June 26, 2026
Time: 15:00 - 17:30
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
Viva Lenoir
CEO, Editions JL Le Nez du Café
Viva Lenoir is a sensory educator specializing in smell and multisensory perception. For more than a decade, she has trained coffee, wine, and whisky professionals across Europe, North America, and Asia, helping them build stable aroma memory and clearer sensory language. Her work focuses on translating olfactory science into practical tools for cuppers, roasters, baristas, and instructors. She frequently collaborates with researchers, Q graders, and hospitality professionals to develop accessible, evidence-informed approaches to aroma training.
Real Beans, Real Wins: How Partnerships are Building Resilient Coffee Chains
Abdulahi Aliyu, Nadia Hoarau Mwaura, Andrés Montenegro, Kyalire Kamboyera
List + Beisler Cupping: Fresh Arrivals from Central America and Kenya
Public Cupping - Open to All Attendees
Cupping Room 1
Carbon Footprint in Brazilian Coffee: Measurement and Reduction Strategies
Lecture Description
This presentation explores the practical steps taken by Sancoffee, a Brazilian specialty coffee cooperative and the SCA Sustainability Award Winner 2024, to measure and reduce the carbon footprint of coffee production. Drawing from real-world data and extensive field experience, Ana Claudia Silva will discuss how Sancoffee has developed methodologies for carbon measurement, implemented sustainable practices, and fostered a commitment to environmental responsibility among its member farms.
The session will delve into the cooperative’s efforts to build a carbon-neutral value chain through strategies such as composting, use of cover crops, renewable energy adoption, and the recovery of degraded areas. Attendees will also gain insights into the collaborative process that integrates farmers, cooperatives, and the broader coffee supply chain, creating actionable solutions to address climate challenges while maintaining high coffee quality.
Date: Friday June 27, 2025
Time: 3:15 - 4:15
Location: Room W
This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.
Lecturers / Presenters
Ana Claudia Silva (she/her)
Head of Impact, Sancoffee
Ana Claudia Silva is the Head of Impact at Sancoffee, a Brazilian specialty coffee cooperative with a strong focus on sustainability and community development. She has been deeply involved in initiatives to measure and reduce carbon footprints in coffee production, helping Sancoffee become acknowledged as a carbon-neutral coffee cooperative.
Ana leads key projects like the Bio Recovery initiative, focused on land restoration, and the Nascentes Women Coffee program, which supports female producers in improving coffee quality and achieving greater independence. Her work emphasizes practical approaches to sustainability, combining environmental leadership with tangible benefits for farmers and their communities.
CafE de Colombia: Heart of Specialty Coffees Cupping
Public Cupping - Open to All Attendees
Cupping Room 1
Where Did That Charge Come From? A Roaster’s Guide to Coffee Costs
Workshop Description
The journey of your coffee from the farm, through the warehouse, and onto the roastery’s doorstep involves many hands, a tangled web of costs, and more surprises than you signed up for. This session will shine a light on the key factors that drive the final price of delivered coffee—and why it sometimes feels like things are spinning out of control. Did your NET 30 terms suddenly vanish? Are you getting hit with extra charges for palletization and strapping? What about those surprise financing costs you didn’t even see coming?
If you’re a roaster working with multiple importers or distributors, you’ve probably seen it all—some give you one straightforward price per pound, while others tack on charges that make you question everything. And let’s face it, with today’s sky-high coffee prices, the whole supply chain is feeling the squeeze. Your suppliers are trying to optimize their costs, and now it’s your turn to figure out what you’re actually paying for, what you should be paying for, and how to call out the nonsense when surprise charges show up on your invoice.
This session is here to arm roasters and coffee pros with a clearer understanding of the true cost structure of delivered coffee. You’ll walk away knowing how these high prices affect you, what’s reasonable to expect from your suppliers, and how to protect your margins while keeping everyone honest.
Date: Friday June 27, 2025
Time: 14:30 - 17:00
Location: Room T
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Sylwia Padiasek (she/her)
Co-Founder and CEO, Ocafi
Sylwia Padiasek is the Co-Founder and CEO of Ocafi US, where transparency in the coffee industry isn’t just a concept—it’s the foundation of everything they do. Ocafi owns the entire supply chain, from growing coffee on its farms to ensuring every bean meets strict quality standards at Fazenda Pinheiro, all the way through exporting, importing, and delivering to roasters. Running North American operations, Sylwia wears many hats—managing logistics, QC, sales, and accounting. A certified Q Arabica Grader, she also holds a Master’s degree in Sustainability in Agriculture and Food Production, ensuring every step of the coffee journey is handled with care for people and the environment.
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 June 27, 2025
Time: 14:30 - 17:00
Location: Room U
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Pedro Manga (he/him)
Prosperity & Impact Leader, Caravela Coffee
With dual degrees in Chemical Engineering and Biology, and a Master’s in Environmental Sciences, Pedro specializes in designing environmental and social impact assessment methodologies. He has experience in developing learning programs that encourage a responsible use of natural resources. As the Sustainability & Impact Coordinator for Caravela Coffee, Pedro integrates comprehensive impact assessments within Latin American coffee communities, crafting communication and reporting strategies to inspire stakeholders throughout the coffee supply chain. His work is dedicated to fostering sustainable practices and highlighting their value in the global specialty coffee industry.
Touton Specialty Flavor Atlas Cupping
Public Cupping - Open to All Attendees
Cupping Room 2
Savoring Diversity: A Workshop on Coffee Species Genetics and Flavor Exploration
Workshop Description
Join us for an engaging workshop dedicated to exploring the fascinating world of coffee species and their genetic diversity. Participants will delve into the rich history and biology of various coffee plants, learning about the unique traits and flavors that each species offers. This interactive session will not only focus on the scientific aspects of coffee genetics but will also include a sensory tasting experience, where attendees can sample a curated selection of different coffee species. Guided by experts, participants will discover how genetic variations influence flavor profiles, aroma, and overall coffee quality. This workshop promises to be an enlightening journey for coffee enthusiasts and professionals alike, enhancing both knowledge and appreciation of this beloved beverage.
Date: Friday June 27, 2025
Time: 14:30 - 17:30
Location: Room R
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Sotiros Christos (he/him)
Coffee Expert Manager, Nestle Professional
Christos Sotiros is a seasoned professional in the coffee industry with over 12 years of experience. He has achieved remarkable success, being crowned the Swiss barista champion in both 2023 and 2025, and reaching the semifinals of the World Barista Championship in 2023. Since 2016, Christos has been an authorized SCA trainer, sharing his expertise and knowledge with aspiring baristas. Additionally, he holds the prestigious titles of Q Arabica grader and CVA ambassador. Notably, Christos has played a pivotal role within Nestle's internal network, collaborating closely with the R&D team and the agricultural research center to develop global coffee capabilities and educational programs.
Estuardo Gómez (he/him)
Coffee Quality Specialist, Nestlé Suisse S.A.
Estuardo Gómez is a Coffee Quality Specialist at the Nescafé Factory in Orbe, Switzerland. He holds a Bachelor of Science in Agribusiness Management and a Master of Science in Applied Agriculture. With experience in innovation and new product development at the Nestlé Product Technology Center for Coffee, Estuardo also managed operations at a coffee company in Honduras, promoting sustainability and specialty coffee production. A certified Q Grader Arabica since 2016, He believes that every producer has a vital role in the diverse spectrum of coffee offerings and applications.
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 over 2.5 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.
Date: Friday June 27, 2025
Time: 14:30 - 17:00
Location: Room S
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Lukasz Mrowinski (he/him)
Speaker, The Coffee Fund
Lukasz Mrowinski is a seasoned entrepreneur and former co-founder and CEO of Etno Cafe, the largest Polish-originated coffee shop chain. Under his leadership, the company expanded to 28 cafes, a roastery, and a cold brewery. Known for its rapid growth and innovation, Etno Cafe secured 7th place
in the Food and Beverages category and 196th overall in the Financial Times FT 1000 ranking of Europe’s fastest-growing companies in 2020.
Lukasz played a key role in driving the company’s success through organic expansion and strategic M&A, leveraging investor funds to scale its operations. In 2022, he exited Etno Cafe to focus on M&A ventures including joining the Harbour Club, the largest global organization of M&A specialists.
He is also an experienced speaker (the presentations at World of Coffee Copenhagen 2024, World of Coffee Dubai 2025, and the Specialty Coffee Expo 2025 in Houston), with his lectures on coffee market consolidation and growth strategies receiving high acclaim. His deep experience positions him as a strong workshop facilitator for entrepreneurs navigating market challenges.
Lukasz is also the host of the Coffee On Air podcast, where he shares his practical approach to the coffee business and related industries.
Sensory and Chemical Impact of Presence of Black and Sour Physical Defects
Lecture Description
Coffee defects present a challenge to coffee quality because a small quantity of defect beans can drastically impact the quality of a coffee. While cause and chemicals responsible for off-flavour for some defects are well known (e.g. rio and potato), some of the physical defects, such as black and sour are less studied. Their impact is assumed to be large, but few studies that exist suggest quite the contrary.
This lecture will give an overview on the science of coffee defects and will present a pre-study to a larger study with the focus on understanding physical defects. The pre-study focuses on full black and full sour defects. The methodology behind determination of sensory detection threshold and associated aroma compounds will be presented alongside intriguing results. The findings indicate that the detection threshold of a defect depends on the coffee that is being investigated.
Date: Friday June 27, 2025
Time: 12:15 - 1:15
Location: Room W
This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.
Lecturers / Presenters
Samo Smrke (he/him)
Interim Head Coffee Excellence Center, ZHAW
Samo Smrke is acting head of the Coffee Excellence Center at the Zurich University of Applied Sciences (ZHAW). He is leading coffee research projects in collaboration with industry partners and in fundamental research on various topics of coffee chemistry and coffee science. He is a teaching in the Coffee Excellence continuing education course at ZHAW, and in various other educational programs with partners of ZHAW. Samo is actively participating at coffee conferences, is one of the co-authors of the SCA Freshness and Water Handbooks, and has contributed to scientific papers and book chapters about coffee.
JNP Coffee - East African Specialty Coffee Cupping
Public Cupping - Open to All Attendees
Cupping Room 2
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 June 27, 2025
Time: 10:30 - 13:00
Location: Room R
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Todd Arnette (he/him)
Q Instructor & Value Chain Consultant, Academy of Coffee Excellence
Todd Arnette has been in the coffee industry since 1995. Owner of the Academy of Coffee Excellence and Quality Evaluation Manager for CQI has enabled Mr. Arnette to work closely with Producers, Importers and Roasters at origin, in training labs and roasteries around the world. Areas of expertise include: Post-Harvest Processing and Green Coffee Quality Evaluation, Green Coffee Buying, Production Roasting & Coffee Product Development, Food Safety Hazard Analysis Planning & Implementation – aligned with SQF and US FDA Food Safety Law. Mr. Arnette has attended all Roasters Guild Retreats except for 3 and encourages you to stay connected and involved.
The Evolution of Coffee Brewing: Geography, Flavor, and Culture
Workshop Description
This workshop explores the diversity of coffee-consuming and producing cultures around the world by examining different coffee brewing methods and the influence of geography and history on flavor profiles (also known as terroir). Participants will gain insights into myriad factors that shape the way coffee is cultivated, prepared, and appreciated across cultures. This workshop offers a focused opportunity to deepen your understanding of how history and terroir shape the art of coffee brewing.
Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room S
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Noa Berger (she/her)
Sociology PhD Candidate, EHESS
Noa Berger is a sociology PhD candidate at the EHESS, Paris, studying the specialty coffee market in Brazil and France. Her work has been published in Le Monde, 25 Magazine, Standart and others. She regularly speaks at industry events (Re:Co Boston, WOC and others).
Color and Flavor: How Packaging Design Choices Influence Consumer Behavior
Workshop Description
Beyond its major role of preservation, packaging is an overlooked (and powerful) branding and marketing tool. Packaging plays an important role in attracting the consumers’ attention and creating sensory, hedonic, and symbolic expectations, which may affect actual product experience. This workshop will present the results of a series of experiments designed to investigate how design elements of the coffee packaging impact specialty coffee consumers’ evaluation and choice. More specifically, this engaging workshop drawn on Dr. Carvalho's innovative research published in Food Research International, will demonstrate how colors have a pivotal role in shaping consumer expectations and sensory experiences. Learn how to leverage crossmodal correspondences—linking colors to specific flavors—to optimize your packaging and appeal to target consumer segments.
During this interactive session, participants will:
- Learn the science: Gain insights into the latest findings on how color affects our perception of flavor and aroma and understand the psychological principles behind consumer choices.
- Experience the research: Participate in a sensory tasting that will bring the concept of crossmodal correspondence to life.
- Apply the Findings: Discover actionable strategies to elevate your coffee branding and packaging, making it more appealing to consumers. Participants will leave equipped with practical tools to leverage color psychology in their marketing efforts.
Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room U
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Dr. Fabiana Carvalho
Dr. Fabiana Carvalho is a neuroscientist specializing in sensory perception and consumer behavior, particularly in the context of food and beverages. Her recent research on the influence of packaging color on coffee consumption has been groundbreaking, revealing the intricate connections between color, taste expectations, and consumer decision-making.
Mastering Sensory Skills: A Hands-On Approach to Specialty Coffee Evaluation
Workshop Description
This interactive workshop is designed to enhance sensory skills critical for evaluating specialty coffee. Participants will gain practical experience using the Coffee Flavor Wheel as a framework for identifying and describing coffee flavors. The session includes focused exercises in flavor recognition, sweetness evaluation, and mouthfeel assessment, helping attendees refine their palate and improve their sensory accuracy. Whether you are a coffee professional or enthusiast, this workshop offers tools and techniques to deepen your appreciation of coffee’s complexity and elevate your sensory expertise.
Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room T
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Catherine Qinru Gu (she/her)
Founder and CEO, Ecofarm Coffee (China) Trading Co., Ltd
Founder of Ecofarm Coffee, one of China’s leading specialty coffee brands, with a yearly importation of specialty green bean volume over 2000MT and 800+ different lots. Catherine Qinru Gu has dedicated over 13 years to the coffee industry. Her career is marked by close collaborations with coffee-growing communities both in China and around the globe.
As a certified coffee sensory expert and World Coffee Events (WCE) representative, Catherine brings a wealth of expertise to the international coffee community. She has served as a sensory head judge and organizer for numerous WCE competitions in countries and regions like China, UAE, Hong Kong, Singapore, South Korea, Poland, etc, where her unparalleled palate and deep understanding of coffee tasting have earned her significant recognition.
Catherine’s sensory expertise has played a key role in helping Ecofarm Coffee provide professional green bean sourcing services to global coffee brands. Currently, Ecofarm Coffee collaborates with over 5000 coffee brands across China, Southeast Asia, and beyond. Her deep understanding of flavor profiles and market trends has also served as a source of market inspiration, guiding the selection of premium beans that meet the diverse needs of roasters worldwide.
Her passion for coffee and commitment to the craft have made her a major influencer, shaping the future of the industry in China and beyond. Through her work, Catherine continues to inspire hundreds of thousands of coffee lovers, fostering a greater appreciation for the artistry and complexity behind each cup.
JNP Coffee
Cupping
JNP Coffee Cupping
Date: Friday, June 28, 2024
Time: 16:00 - 17:00
Room Number: Cupping Room 1
Access: Public
Thai Specialty Coffee Cupping
Cupping
Thai Specialty Coffee Cupping
Date: Friday, June 28, 2024
Time: 16:00 - 17:00
Room Number: Cupping Room 2
Access: Public
SUCAFINA Cupping
Cupping
SUCAFINA Cupping
Date: Friday, June 28, 2024
Time: 14:30 - 15:30
Room Number: Cupping Room 1
Access: Public
Attesa BV Cupping
Cupping
Attesa BV Cupping
Date: Friday, June 28, 2024
Time: 14:30 - 15:30
Room Number: Cupping Room 2
Access: Public
Teaching Coffee Online - An Interactive Session
Lecture Description
In an era where online learning is increasingly prevalent, knowledge is rapidly evolving and the coffee community is highly international, the ZHAW Coffee Excellence Center (CEC) education team along with educational partners presents an interactive session aimed at addressing the challenges and opportunities for distance learning coffee education.
This session invites participants to join a discussion on innovative approaches to online coffee education, facilitated by experts from the CEC and other renowned coffee educators. Through interactive workshops and discussions, attendees will explore topics such as conveying sensory aspects online, the intricacies of online coffee education, identifying useful tools for virtual teaching, and envisioning the future of online coffee education.
Date: Friday, June 28, 2024
Time: 14:15 - 15:15
Location: Lecture Room 2
This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Copenhagen here.
Lecturers / Presenters
Sabine de Castelberg (she/her)
Head of Continuing Education, ZHAW Coffee Excellence Center
Sabine joined the ZHAW Coffee Excellence Center as a research associate in 2017 where she is responsible for the continuing education in coffee. There, she drives forward various online continuing education programs in coffee, emphasizing innovation and digitalization. During her research at the university, she focused particularly on socio-economic issues and the challenges faced by smallholder farming families. Her interest lies in coffee sustainability, exploring topics like smallholder farming systems, farmer family livelihoods, and knowledge transfer. Notably, she contributed to a project improving smallholder coffee farming in India and engaged in an international project in Colombia and Bolivia, analyzing coffee value chains and specialty coffee markets through participatory research. With a BSc in Business Administration and Marketing and an MSc in Environment and Natural Resources, her expertise spans interdisciplinary fields.
Sierra (Wen Xin) Yeo (she/her)
Program Coordinator, ZHAW Coffee Excellence Center
Sierra is a Research Assistant and Program Coordinator at the Zurich University of Applied Sciences Coffee Excellence Center, and the U.K. Brewers Cup Champion 2022. She has a decade’s worth of experience as a coffee professional, from barista skills to store management, and prior to her current employment was the Coffee Specialist for Alpro U.K., the largest plant-based retailer in Europe under Danone. She is a licensed Q-Arabica Grader, coffee writer and public speaker.
Gloria Pedroza Labin (she/her)
Head of Quality, NKG Quality Service / Neumann Kaffee Gruppe
Gloria Pedroza Labin is Head of NKG Quality Service at Neumann Kaffee Gruppe. Gloria is originally from Guatemala where she started her coffee career at NKG’ coffee export company back in 1998. She's now based in Zug, Switzerland and manages NKG’s quality lab, offering consultancy services related to green coffee quality and sensory analysis to NKG’s companies and customers worldwide. She's an AST for SCA Sensory Skills and Green coffee as well as Q-Grader Instructor for Arabica and Robusta. Gloria also serves the coffee community in her roles as WCE representative and judge and as Board member of SCA Switzerland and CQI.
Katrin Föhse (she/her)
Global Coffee Expertise Training & Community Manager, Nestlé Nespresso S.A.
Katrin Föhse is responsible for the Coffee Expertise department at Nestlé Nespresso S.A..
She has been collaborating with the Zurich University of Applied Sciences since 2017 and runs the Nespresso internal education program "Certificate of Advanced Studies in Coffee Expertise" together with them.
Katrin has a great passion for coffee as well as people development and is a huge lover of African coffees.
Before joining Nespresso in 2011, she worked as a Coffee Ambassador for Starbucks Germany and then as Global Training Manager at Apple Retail.
Martina Vaculikova (she/her)
Program Coordinator, ZHAW Coffee Excellence Center
Martina is the Research Assistant and Program Coordinator at ZHAW since 2020. Before joining the university, she was involved in training of professionals and adult education in a corporate field where she has entered the world of e-learning creation and online education while working as a curriculum developer. Gained experience and insight helped her in developing and improving the CAS in Coffee Excellence at ZHAW. She keeps searching for educational topics to explore, and ways how improve herself and the educational programs at CEC in the sphere of adult and online education.
Brewing Insights: Unveiling the Layers of Coffee Consumers, Customers, Trends, and Communication
Lecture Description
Join us for an enlightening coffee lecture that goes beyond the surface of the coffee industry. Get ready to immerse yourself in a world of coffee category insights, trends, and communication.
In this captivating session, we'll dive deep into the realm of consumer behavior and segmentation. Discover how understanding the diverse consumer segments can be a game-changer for your business, communication strategies, and menu development. Uncover the global coffee trends and explore how they intertwine with the unique characteristics of consumer segments, allowing you to create a coffee menu that truly enhances their coffee experience.
Prepare to unlock the language of semiotics and its transformative power in crafting an impactful out-of-home environment. Learn how to harness the visual cues, symbols, and signs that speak directly to your target audience, creating an atmosphere that resonates and leaves a lasting impression. Delve into the captivating semiotics of cold brew, unraveling the hidden meanings behind its visual representation.
And as we conclude this enlightening journey, gain invaluable insights into the different customer segments and their attitudes towards coffee. Understand what truly matters to them when making decisions, allowing you to tailor your offerings and services to their unique preferences.
Join us for an unforgettable coffee lecture that will empower you with knowledge, creativity, and a fresh perspective on the world of coffee.
Date: Friday, June 28, 2024
Time: 14:15 - 15:15
Location: Lecture Room 1
This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Copenhagen here.
Lecturer / Presenter
Ann Menard (she/her)
Global Brand Communication and Insight Manager, Nestle Professional
Ann Ménard, Global Brand Communication and Insight Manager for Nestlé Professional, brings a wealth of expertise and passion to the world of specialty coffee. With over 20 years of experience in 360° customer and consumer insights and communication, Ann has dedicated most of her career to beverage categories.
Having grown up on a dairy farm in the USA, followed by living in Europe and working in more than forty countries across the globe, Ann's diverse background has shaped her cultural understanding and sharpened her insight lens. Her deep appreciation for applied semiotics, communication, user experience, and design fuels her drive to develop innovative tools that craft inspiring stories for both customers and consumers.
Currently based in Switzerland, Ann is responsible for global communication, identifying worldwide trends, and crafting regional consumer and customer insights. With her expertise, she actively guides the development of the innovation and beverage strategy for Nestlé Professional.
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 will introduce participants to the fundamentals of effective green purchasing. Students will learn standard industry terms for how coffee is bought, traded and transported; setting the stage for successful relationships with green coffee suppliers and logistics providers. Participants will also discuss other key factors in a green-buying program including values statements, forecasting and cash flow management. In addition to an interactive lecture, students will work in small groups on a variety of activities.
Date: Friday, June 28, 2024
Time: 14:00 - 17:00
Location: Workshop Room 2
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Gabriel Chait (he/him)
Consultant, Poxtec Consulting
Gabriel Chait is a green coffee sourcing, trading, and sustainability consultant. He initially led buying programs for specialty coffee roasters before building a consulting practice that brings together stakeholders from across the supply chain, working with producers, exporters, importers, and roasters, to build integrated and resilient sourcing relationships. He has an academic background in coffee agroforestry with research studies in sustainable coffee production and business practices. His professional experience ranges from sourcing, buying, and trading specialty coffee to designing and implementing strategic sustainability initiatives aimed at driving innovation in coffee procurement practices.
Mindfulness Sensory Workshop
Workshop Description
In this workshop, participants will be:
Increasing sensory awareness
Identifying sensory communication skills
Calibrating with co-workers
Understand each other’s perspective on different levels
Describing our taste experiences using crossmodal correspondence method.
Date: Friday, June 28, 2024
Time: 14:00 - 17:00
Location: Workshop Room 2
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Freda Yuan (she/her)
Director of Coffee, Origin Coffee Roasters
Freda Yuan is the Director of Coffee for Origin, a licensed Q-grader, and member of the Coffee Roasters Guild leadership council. An advocate for transparency across the industry, Freda works tirelessly to build relationships while navigating the complexities of supply chains to purchase coffee.
As winner of the SCA UK Cup Tasters (2017, 2018, 2020), as well as 3rd and 5th place wins in the World Cup Tasters (2017, 2021), Freda is a trusted voice. Her win as Best Coffee Writer (Sprudgie Awards, 2021), for her book, Sip ‘n’ Slurp, testament to this. Her passion in sensory elements began after her struggle – and recovery from – bulimia.
How Working with Farmers at Origin Can Improve Quality and Differentiate Your Coffee
Lecture Description
Based on her experiences with coffee farmers and cooperative groups, Jeanine Niyonzima will describe elements that make working relationships particularly productive. One key to success is recognizing farmers’ needs beyond their coffee production. Learning what social supports can make a significant difference in their community is just the beginning of conversations with farmers at origin. This is not a zero-sum game: Doing more for farmers does not result in less for your bottom line. On the contrary, it expands the opportunities for everyone involved in the coffee industry.
Date: Friday, June 28, 2024
Time: 13:00 - 14:00
Location: Lecture Room 2
This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Copenhagen here.
Lecturer / Presenter
Jeanine Niyonzima-Aroian (she/her)
Owner, JNP Coffee
Jeanine Niyonzima-Aroian, owner, and manager of JNP Coffee, advances the global specialty coffee industry and farmers in her native Burundi, East Africa, by producing, promoting, and trading the specialty coffee grown there. With an MBA from Northwestern University’s Kellogg School and a 20-plus-year international career, she entered the coffee industry in 2012.
A strong advocate for women coffee farmers in Burundi, Jeanine supports high-quality production through Dushime® premium incentives for high-scoring coffee, lessons in financial literacy, and leadership skills. Jeanine is committed to educating Burundi’s people for the economic empowerment of self-sustaining coffee communities. She was named to the Sprudge 20 in April 2023.
A current SCA board member, Jeanine is a Licensed Q Grader and certified Q. processor Level 1. She was previously SCA Northeast Regional Coordinator, Community Coordinator for the SCA U.S. Chapter, and host of frequent online Business Chats with a wide range of experts on the coffee industry.
interNational Women's Coffee Alliance Cupping
Cupping
National Women’s Coffee Alliance Cupping
Date: Friday, June 28, 2024
Time: 13:00 - 14:00
Room Number: Cupping Room 2
Access: Public