Sustainable Coffee Assessment - From insight to a targeted sustainability strategy
Workshop Description: The SCA Sustainability: Governance, Compliance & Reporting training focuses on the development of a Sustainable Coffee Assessment as the foundation for an effective and credible sustainability strategy.
During the 'sustainable coffee assessment' workshop, participants take the first concrete step in drawing up their own assessment. In doing so, we do not only look at compliance, but at the bigger picture: the system in which the coffee company operates and the role that different stakeholders play in it.
What are we going to do?
We start with an accessible explanation of systems theory and why it is essential for understanding sustainability issues in the coffee sector.
Participants learn to work with the SCA Systems Map to gain insight into interrelationships within the coffee chain.
We discuss the importance of stakeholders and how their interests, influence and impact contribute to a strong sustainability strategy.
We then introduce the materiality analysis and show how it helps to bring focus to priorities.
Participants work individually or in small groups on the first draft of their own Sustainable Coffee Assessment, with room for reflection and feedback.
Learning Objectives:
A first, substantiated design of a Sustainable Coffee Assessment
Insight into relevant themes and priorities for your own organization
A better basis for developing, refining and embedding a sustainability strategy
Practical tools to connect governance, compliance and impact
Date: Saturday, June 27, 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
Bregje Deben
CEO, trainer/consultant, De Koffieschool
"If you want to sustain something, you need to learn to love it." This belief drives Bregje Deben's work across the global coffee sector. In 2010 she co-founded De Koffieschool with Joost Leopold, an international coffee knowledge institute dedicated to educating both professionals and enthusiasts. Through education and training, she helps people better understand coffee and make more conscious choices throughout the coffee value chain. Bregje is the author of The Price of My Coffee (2020) and an Authorized SCA Trainer (AST) in Sustainability. She works internationally as a trainer, speaker, and advisor, supporting coffee companies in building more sustainable, transparent, and resilient coffee supply chains.
Whatever it is, the way you tell your story online can make all the difference.
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:
Explain how cupping is used in professional settings across the coffee value chain.
Define and differentiate among key terms like fragrance, aroma, flavor, aftertaste, acidity, sweetness, mouthfeel, and overall.
Detect differences in intensity and sensory profile among coffee samples. Use sensory evaluation tools like check-all-that-apply (CATA) boxes and nine-point affective scales.
Identify personal preferences in sensory attributes in coffee.
Date: Saturday, June 27, 2026
Time: 11:30 - 15:00
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.
Instructor
Benjamin Helt
Technical Training Director, BWT water + more
Ben Helt has worked in specialty coffee for more than 20 years, with experience spanning roasting, café ownership, and global coffee education. He's known for making technical and sensory concepts approachable. Ben had a front-row seat to the development of the SCA Coffee Value Assessment (CVA) and has delivered CVA courses to international audiences, helping cuppers and educators engage the system with confidence and clarity. He previously led the Authorized SCA Trainer Program, supporting a worldwide network of educators. Today, Ben brings his expertise to water quality as the Technical Training Director for BWT Water & More US, helping coffee professionals optimize one of coffee's most essential ingredients.
Understanding Preferences: Skills and Tools for Better Business Decisions
Workshop Description: Understanding what your customers enjoy—and why—is one of the most powerful tools a coffee business can have. But formal consumer research is often out of reach for smaller operations.
This workshop introduces anyone who sells coffee (including roasters, café owners, producers, and traders) to practical, accessible techniques for mapping customer taste preferences—no statistics degree required!
Drawing on the principles behind preference mapping, you'll learn how to gather and interpret meaningful feedback from your existing customers, identify the flavour profiles that resonate most with your audience, and use those insights to make more strategic decisions. Used well, these techniques can foster loyalty, transparency, and long-term relationships across your supply chain. Day to day, they can help you decide who to send samples to, how you build your offer list, or how you choose to market your coffees.
Through a mix of short presentations and hands-on exercises, you'll leave with a clear framework you can apply immediately in your business, whatever your scale or budget.
You'll walk away able to:
Design simple exercises to understand your consumers’ preferences
Identify patterns in what your audience enjoys
Connect customer insight to sourcing and purchasing decisions
Communicate your coffee offer more effectively to the right audience
Date: Saturday, June 27, 2026
Time: 11:00 - 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
Laurel Carmichael
Editor and Writer, Specialty Coffee Association
Laurel Carmichael is the Content Development Manager and Editor of 25 at the Specialty Coffee Association (SCA). At the SCA, their work involves writing, editing, and helping shape publications, including the Equitable Value Distribution Report that is the foundation of this lecture. Prior to joining the SCA in 2024, Laurel spent over 10 years as a barista, roaster, and green coffee buyer in their home country of New Zealand, and in Berlin, Germany. Laurel's work is motivated by a desire for collective learning and greater equity in the coffee sector.
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, June 27, 2026
Time: 8:00 - 10:30
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
Julia Leach
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.
Adding Value Through Affective and Extrinsic Attributes
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.
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.
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.
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
Liz Bishop
Roaster Fixer
Liz Bishop has been on her coffee journey since 2005. Walking down every path of the industry from barista to educator to roaster to competition judge to Q Grader and green buyer, she is now on a deep dive into roasting machines and what makes them run smoothly. Based in Atlantic Canada, she can be found working alongside Doug Graf of Vintage Coffee at roasting operations, working in every variety of coffee roasters around the globe.
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.
Rethinking Flavour Under Climate Collapse - An Exploration of Modular Blending
Workshop Description: This session will explore a unique approach to modular blends, a system designed to deliver climate-resilient, consistent, high-quality Brazilian coffee while celebrating the diversity and scope of Brazilian coffee production. Attendees will gain insight into how to curate lots into flavor modules, apply blending rules to manage varietal and processing diversity, and maintain consistency despite climate variability and operational realities. We will also re-introduce the newly updated The Coffee Garden of Forking Paths, a sensory naming game developed by Dr. Fabiana Carvalho in collaboration with Alex Gyurkovicz. This card-based method enables intuitive and inclusive discussions about flavour during cupping and provides a consistent way to name new lots each harvest. The workshop combines theory, tasting, and practical exploration.
Participants will:
Learn the principles behind modular blends, including flavour modules and the “rule of three” for varietals and processing methods.
Cup representative flavour modules to understand dominant sensory profiles.
Explore how operational and logistical considerations shape blending decisions and final cup quality.
Apply the card game to appreciate how sensory language can translate into consistent, meaningful coffee names.
In small groups, use modular blending principles to design and name a blend, reinforcing learning in a practical, hands-on way.
This workshop is designed to be interactive, educational, and practical, providing participants with a memorable experience of Brazilian coffee through both tasting and creative problem-solving, while linking cup quality to real-world operational decisions.
Date: Thursday, June 25, 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.
Instructors
Dr. Fabiana Carvalho
Researcher, University of Campinas / Mió
Fabiana Carvalho is a neuroscientist who received her MSc in Biochemistry and her PhD in Psychobiology. She is currently a collaborating researcher at the University of Campinas, Brazil, and brand director at Mió. Her main research project “The Coffee Sensorium” is focused on understanding multisensory flavour perception and how it impacts the coffee drinking experience and consumption behaviour. She has published several scientific articles showing the effect of coffee cups and packaging on sensory and hedonic judgements of specialty coffee. This research project has several collaborators such as the SCA (Specialty Coffee Association) and Prof Charles Spence (University of Oxford, UK).
Ana Luiza Pellicer
Commercial Director, Mió
Ana Luiza is Mió's Co-Owner and Commercial Director. Mió is a technology-driven coffee farm and research institute in Monte Santo de Minas, Brazil, that also sources, exports and imports coffee. After managing contemporary art exhibitions throughout Latin America for many years, Ana decided to get involved in the family’s coffee business, transforming it into an international, technology- and science-driven company that covers every part of the coffee supply chain. Ana is currently completing the University of Oxford Executive MBA with a Director’s Merit-based Award.
Grace Talbot
Sales Manager, Mió
Grace Talbot is a UK-based coffee professional with experience across wholesale, education, events, and community engagement. Currently Sales Manager at Mió, she is particularly interested in accessibility, inclusivity, and how value can be more collaboratively created and understood across the coffee supply chain. Grace has emceed major international coffee events including the World Barista Championship at World of Coffee Milan, the World Cup Tasters Championship at World of Coffee Bangkok, and the UK Barista Championships, alongside domestic judging and international training roles. Through her work with Mió, she explores climate-responsive modular blending, sensory science, client experience, and more inclusive approaches to flavour and coffee education, with a focus on making specialty coffee more collaborative, approachable, and resilient
Brewing Success: Transforming Your Business with E-Commerce Insights
Workshop Description: In an increasingly digital marketplace, coffee businesses across retail, wholesale, roasting, equipment manufacturing, and allied product sectors are sitting on a goldmine of information they rarely use to its full potential. Too often, the insights that platforms like Shopify generate are collected and never translated into action. This 2.5-hour hands-on workshop is designed to help participants unlock the value of e-commerce analytics and build the strategic discipline to turn those insights into continuous, confident action. Using practical exercises, peer collaboration, and real-world case studies, attendees will explore how platform analytics generate insights that most businesses leave on the table. Participants will examine customer behavior patterns, subscription development, product assortment strategy, and targeted marketing approaches for both retail consumers and wholesale buyers. The session addresses how these insights feed into a dynamic strategic planning process, one that evolves with your business rather than sitting untouched between annual reviews.
By the end of this workshop, attendees will be able to:
Leverage E-Commerce Analytics for Customer Engagement — Use platform insights to personalize the shopping experience, strengthen customer loyalty, and develop subscription programs across retail, wholesale, and allied product businesses.
Optimize Product Assortment for Revenue Growth — Identify top-performing products, ensure the right products are available at the right time, and make smarter purchasing decisions that support top-line growth without overextending inventory investment.
Connect Insights to Dynamic Strategic Planning — Integrate e-commerce intelligence into an ongoing strategic planning process, moving away from static annual plans toward a dynamic roadmap that supports confident decisions around product development and market expansion.
Analyze Market Trends to Guide Strategic Decisions — Read demand signals and emerging patterns within platform analytics to make informed decisions around product development, pricing, and expansion into new markets.
Apply Insights from Real-World Case Studies — Examine how different sectors of the coffee industry have successfully used platform intelligence to adapt, grow, and improve long-term competitiveness, with actionable examples to take back to their own businesses.
Date: Thursday, June 25, 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
Chris Legler
CEO, Axios Growth Consultants
Chris Legler is the dynamic founder and CEO of Axios Growth Consultants. He specializes in empowering businesses to thrive. With over 18 years consulting experience and 30 years experience at companies like Espresso Supply, Bonavita, Starbucks, and Sony, Chris brings unparalleled insight into fueling growth. His experience owning a coffee roasting company, provides intimate understanding of unique challenges and opportunities facing small businesses. Chris's expertise includes an MBA (Seattle University), he's a Certified Management Consultant. Canada, and certificate in Circular Economy and Sustainable Strategies (University of Cambridge). Chris is passionate about helping companies innovate, adapt, and unlock their full potential.
Coffee As a Multi-Sensory Experience
Workshop Description: In this immersive workshop, participants will explore the fascinating world of coffee through the lens of multisensory perception. Coffee tasting is not just about flavor; it engages all five senses, creating a rich tapestry of experience. We will delve into the impact and interaction of our primary senses—sight, smell, taste, touch, and sound—when enjoying coffee.
The session will cover the concept of cross-modal perception, illustrating how different senses influence each other and enhance our appreciation of coffee. Participants will learn about the atmospheric experience, understanding how the surrounding environment—lighting, ambiance, and even background noise—can significantly affect sensory enjoyment.
Additionally, we will provide practical tips and recommendations for coffee shops to elevate the consumer experience. This includes strategies for creating an inviting atmosphere and enhancing the sensory journey of coffee tasting.
Join us to deepen your understanding of how our senses interact with coffee, transforming a simple beverage into a multisensory delight.
Learning Objectives:
Understand Multisensory Interaction: Participants will learn how the primary senses—sight, smell, taste, touch, and sound—interact and influence each other during the coffee tasting experience, enhancing their overall appreciation of coffee.
Explore Cross-Modal Perception: Attendees will gain insights into the concept of cross-modal perception and how different sensory modalities can enhance or alter the perception of flavor and aroma in coffee.
Recognize the Role of Atmosphere: Participants will understand how the surrounding environment, including factors such as lighting, ambiance, and background noise, can significantly affect the sensory enjoyment of coffee.
Implement Practical Strategies: Coffee shop owners and baristas will receive actionable tips and recommendations to create a more inviting atmosphere and elevate the consumer experience, thereby enhancing the sensory journey of coffee tasting.
Date: Thursday, June 25, 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.
Instructor
Jae Teovanovic
Coffee Innovation Associate Specialist - Master Barista, Nestlé
Jae Teovanovic is a coffee professional with over 10 years of international experience in the out-of-home coffee industry. He previously served at Nestlé Canada as Coffee Expert and Capabilities Specialist, where he led internal and external coffee education initiatives and supported the integration of coffee expertise across business functions. Jae is an Accredited Specialty Trainer (AST) for Brewing Skills, with extensive experience in sensory evaluation, brewing methodology, and multisensory coffee education. As of April 1, 2026, he joined the global R&D team at Nestlé in Switzerland as Coffee Specialist Associate & Master Barista, contributing to global coffee innovation, sensory excellence, and capability development.
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:
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.
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.
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.
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: Thursday, June 25, 2026
Time: 11:00 - 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
Gabriel Chait
Founder/Consultant, Poxtec Consulting
Gabriel Chait is a green coffee sourcing and sustainability consultant with over a decade of experience working across the global specialty coffee supply chain. His work focuses on helping coffee roasters, importers, producers, and industry organizations build effective green coffee sourcing strategies, strengthen market relationships, and design more transparent and resilient supply chains.
Gabriel partners with roasters, importers, exporters, and producer groups across Latin America, Africa, and Asia on green coffee buying strategy, sustainability initiatives, resilience investments, and improving market access for specialty coffee producers. His work bridges the perspectives of producers and buyers to support stronger, more collaborative supply chains.
The Great Mineral Swap: Making Sense of Coffee Water
Workshop Description: As a coffee professional, you already know that water filtration is important. In fact, you probably have a water filter tucked away under a counter somewhere that is quietly doing its job until someone remembers to change it. You know that it is doing something to protect your equipment, but you are not sure how. You have an interest in learning more, but the answers you get are complicated or overwhelming.
In this beginner-friendly, hands-on workshop you will learn about minerals that are commonly found in water and how treatment technologies trade the minerals we do not want for the minerals we do.
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. The knowledge shared in the workshop is universal and applies across brands, preparing you to be a more informed consumer.
Following this workshop, attendees should be able to:
Identify compounds typically found in tap water
Define and list components that contribute to the total hardness and alkalinity of a water
Describe what happens inside of an ion exchange water filter cartridge
Date: Thursday, June 25, 2026
Time: 8:00 - 10:30
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
Benjamin Helt
Technical Training Director, BWT water + more
Ben Helt has worked in specialty coffee for more than 20 years, with experience spanning roasting, café ownership, and global coffee education. He's known for making technical and sensory concepts approachable. Ben had a front-row seat to the development of the SCA Coffee Value Assessment (CVA) and has delivered CVA courses to international audiences, helping cuppers and educators engage the system with confidence and clarity. He previously led the Authorized SCA Trainer Program, supporting a worldwide network of educators. Today, Ben brings his expertise to water quality as the Technical Training Director for BWT Water & More US, helping coffee professionals optimize one of coffee's most essential ingredients.
Beyond particle size distribution: experimenting with grind profiles, extraction, and particle size blends
Beyond Particle Size Distribution is a hands-on workshop that explores how particle size influences coffee extraction and flavor. Following a theoretical introduction, participants will grind coffee and use laboratory-style sieves to separate the grounds into narrow particle size fractions, isolating fines, boulders, and mid-range particle fractions that are normally blended together.
Each fraction will be brewed using identical parameters to observe how it behaves in under-extracted, properly extracted, and over-extracted conditions. Attendees will compare these brews to a non-sieved control sample to evaluate how mixed particle distributions contribute to overall cup complexity and character.
Participants will then experiment with blending different particle sizes to create custom distributions and test whether tailored profiles can produce more desirable cup attributes. We will also explore brewing individual particle size fractions separately, then mixing the brewed coffee to compare the effects with mixing grounds before brewing. Finally, we will examine how brewing techniques—such as dose, contact time, etc.—can be adjusted for specific particle fractions to more efficiently use coffee, potentially achieving similar cup quality with less coffee, promoting environmentally conscious brewing.
By the end, participants will gain a deeper, practical understanding of how particle size shapes extraction, cup character, and brewing strategy.
Learning Objectives:
Understand how individual particle size fractions influence coffee extraction and overall cup characteristics.
Apply sieving techniques as practical tools to explore particle size effects and inform brewing experiments.
Investigate the impact of blending particle sizes before and after brewing to optimize cup attributes.
Adjust dose, agitation, and contact time to achieve desired cup quality while using coffee more efficiently.
Date: Thursday, June 25, 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
Connor Firth
Consultant, CRF Specialty Coffee Consulting
Connor Firth is a specialty coffee consultant from Chicagoland. Since completing his PhD in chemistry and chemical engineering in 2024, he has leveraged his technical background to educate coffee industry experts about the fundamental scientific principles underlying the field. His focus on transport phenomena and fluid dynamics — the physics behind nearly all coffee-related processes — makes him unique in an industry where hard science often takes a backseat. He aims to inspire creativity and promote scientific thinking, enabling industry professionals to navigate abstract marketing claims and, more importantly, deliver unique products and services of the highest quality.
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: Saturday June 28, 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
Mario Fernández (he/him)
Technical Officer, Specialty Coffee Association
Mario Fernández, is a Food Technologist with a Ph.D in Food Science. He is currently the SCA Technical Officer and former CQI Technical Director. He has a vast experience in coffee sensory training and assessment and it’s a Q-Grader and Q-Processing instructor. With more than 30 years of experience in “Cafeología” and applied coffee flavor science.
Level Up Your Leadership: Management for Multi-Site Operators
Workshop Description
Foster exceptional leadership and cultivate a motivated team! In this workshop led by Federica Parisi, established specialty coffee shop owners and emerging multi-site operators and managers will learn proven techniques to level up their leadership through effective communication, team empowerment, and creating a positive work culture. Discover the secrets to nurturing a happy, engaged, and growing team while driving productivity and customer satisfaction—setting the stage for continued excellence as your team expands.
This workshop is best suited to attendees who have already established basic management and leadership structures within their business but who wish to grow their skills or understand how to scale these to meet the needs of staff across multiple locations.
Date: Saturday June 28, 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
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.
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 practices 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 sourcing straegies, 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: Saturday June 28, 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
Gabriel Chait
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: Saturday June 28, 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
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.
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.
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.
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.
Sensory Training: Unlocking Coffee’s Full Potential
Workshop Description
Embark on a sensory journey that blends the unique flavors of Brazilian coffees with carefully designed olfactory and gustatory exercises. This workshop aims to train the senses, enhancing coffee appreciation through memory, perception, and sensory exploration. Together, we will analyze the sensory experience of coffee through interactive taste and aroma exercises. Participants will be encouraged to feel, explore, and create their own interpretations, transforming a simple tasting into a deep, mindful connection with coffee and the world around them.
We will feature Brazilian coffees with distinct sensory profiles, including Arabica, Conilon, and Amazonian Robusta, offering a unique opportunity to explore flavors from different regions. In harmony with the tasting, we will engage in an olfactory exercise to identify aromas naturally found in these coffees. Using the Coffee Taster’s Flavor Wheel, we will navigate flavor attributes and conduct a comparative tasting of the coffees brewed.
Additionally, we will briefly discuss the fundamentals of aroma, taste, and flavor. This workshop is designed for anyone eager to expand their sensory repertoire and develop new perceptions, whether they are coffee professionals or enthusiasts.
Date: Thursday June 26, 2025
Time: 14:30 - 17:00
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
Leticia Paiva (she/her)
Sensory Skills Trainer
Leticia Paiva is a Sensory Skills Trainer specializing in specialty coffee. Coming from a Brazilian coffee-producing family, she combines deep-rooted knowledge with extensive training in the field. She has taken SCA courses and studied Specialty Coffee Production, Classification, and Cupping, refining her expertise in sensory analysis. Leticia develops immersive workshops that enhance sensory perception, not only refining tasting skills but also fostering a deeper inner connection through flavors and aromas. At World of Coffee Geneva, she will lead a hands-on session designed to unlock sensory potential, guiding participants through exercises that expand flavor recognition, sensory awareness, and personal connection with coffee.
Beyond the Beans: How to Craft Stories to Connect With Your Buyer
Workshop Description
In today’s competitive coffee market, great coffee isn’t enough - how you tell your story can make the difference between getting noticed and being overlooked. This hands-on workshop will equip coffee professionals with the storytelling skills needed to connect with buyers, align with their values, and improve commercial opportunities.
Participants will learn how storytelling can help communicate their company’s unique identity, sustainability efforts, and extrinsic attributes in a way that resonates. Using proven techniques such as structured storytelling frameworks and values-driven narratives, attendees will craft their own compelling stories and practice applying them effectively.
Through interactive exercises and live feedback, participants will leave with practical storytelling tools to position their product more effectively. Whether their goal is to increase sample consideration, build stronger relationships with buyers, or stand out in a crowded marketplace, this workshop will provide a clear, structured approach to crafting impactful stories.
Date: Thursday June 26, 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.
Instructors & Leads
Maria Barikhina (she/her)
Marketing Strategist & Storyteller
Maria Barikhina is a marketing and storytelling consultant, specialising in sustainability, messaging and branding. In her communications role at Sancoffee - SCA Sustainability Awards Winner 2024 - she works closely with producers, roasters, and industry partners to craft narratives that highlight the value of sustainable practices and direct relationships.
Previously, Maria was the Head of Marketing at Algrano, where she designed the company’s communication and marketing strategy.
She also runs Zurich Storytellers, a Swiss-based non-profit community of 2,000 members, where she co-hosts live storytelling shows to help people practice public speaking and connect through authentic narratives.
Your Coffee Data Made Easy: Build your Business Intelligence Dashboard for Better Decisions
Workshop Description
Every coffee business generates, collects and manages valuable data, but turning this information into actionable knowledge and insights remains a challenge. This hands-on workshop guides small and medium exporters, importers, and roasters in creating practical dashboards that capture essential information about their coffee journey - from lot tracking and quality to impact, compliance, and customer preferences.
Working with a real business example, you'll learn a practical framework for identifying and measuring key indicators, as well as how to build a simple yet powerful system to connect, organize and visualize key metrics that matter in daily operations. Whether you're tracking multiple coffee lots, managing inventory, or monitoring quality and sales performance, you'll learn to organize data for quick decision-making. No technical expertise required - just bring your coffee knowledge and leave with a step-by-step working dashboard and the skills to adapt it that saves time, reduces mistakes, and amplifies the value of your business. Through this interactive DIY experience, you'll engage with other professionals in peer-to-peer learning and knowledge sharing.
Date: Thursday June 26, 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
Elisa Criscione (she/her)
Founder & CEO, Digital Coffee Future
Elisa Criscione is the Founder and CEO at Digital Coffee Future. She brings eight years of experience in tropical agriculture, specializing in digitalization for coffee value chains. She works throughout the industry to simplify digital transformation for coffee industry stakeholders and has collaborated with institutions such as Fairtrade International, GIZ, and Rabo Foundation. Elisa also serves as a lecturer on coffee digitalization at the University of Turin and has joined various coffee events as a speaker, establishing extensive networks across the sector.
Hubert Peri (he/him)
Education Manager, Digital Coffee Future
Hubert is the Lead Consultant and Trainer for DCF’s Education Portfolio. Based in Chiapas, Mexico, he has worked for over 15 years on access to finance, market, business intelligence and advisory services for smallholder coffee, cocoa, honey and handicraft organizations throughout Latin America and Africa. Hubert is also founder of TheFarmerbox, a start-up dedicated to providing first mile digital data solutions for smallholder organizations, and digital transformation ambassador for the Inter-American Institute for Cooperation on Agriculture (IICA).