There’s no denying that technology has revolutionised the coffee industry. Data collection and analysis, automated software, and, most recently, AI-driven features have changed how we grow, process, roast, and brew coffee.

Given the scale of its impact on this sector of the industry, we often focus on roasting when talking about tech in coffee. Automation has not only significantly improved roasting efficiency and consistency, but has also opened up entirely new possibilities for flavour and sensory experiences.

But simultaneously, technology’s influence on the broader supply chain – including coffee farms, export offices, cafés, and roastery operations (beyond simply roasting) – can’t be ignored. Moreover, as new technologies develop, they are set to redefine industry standards to new levels.

I spoke to Branson Sondrol at Buddy Brew Coffee and Daniel Mendoza at Cropster to learn more.

You may also like our article on why streamlining roastery operations has never been so important.

The ongoing technological revolution in coffee roasting

Third wave and specialty coffee were born of the appreciation for artistry in growing, processing, roasting, and brewing coffee. Consumers valued the technical skills and knowledge of producers, baristas, and roasters who dedicated time and effort to honing their craft.

To deepen their understanding of how fermentation impacts flavour, humidity influences roast profile development, and grouphead temperature affects espresso extraction, for instance, coffee professionals turned to technology.

Initially perceived as “at odds” with the industry’s emphasis on artisanry and the human touch, technology was quickly embraced once producers, roasters, and baristas demonstrated how it improved consistency, quality, and efficiency.

Its positive influence on roasting has arguably been the most noticeable. Over the last decade or so, the growing use of specialist roasting software paired with modern machinery has helped deliver consistently high-quality coffee to increasingly discerning consumers.

“Since I started in coffee back in 2011, roasting has always been the primary focus; consumers perceive it as secretive and magical,” says Daniel, the Senior Community Manager at Cropster, a software developer and supplier for coffee businesses across the supply chain, including roasters.

“Roasting also represents the biggest initial investment for a retail coffee company. It then makes sense that technology first focused on creating a way to visualise what happens during the roasting process,” he adds. “It’s helped develop new ways to achieve the perfect roast profile development based on information about green coffee, like origin, variety, processing method, and more.”

Historically, many roasters relied on visual and audio cues to identify key points in the roasting process, such as the first and second cracks, which determine overall quality. Even for the most experienced professionals, this is difficult to achieve accurately.

But as technology began to shape the modern coffee industry, roasters were equipped with tools that shortened the learning curve for new roasters and helped develop more rigorous protocols that led to consistent results – a key factor in driving consumer retention.

How technology supports the entire coffee supply chain

While the focus on roasting is warranted, technology has reshaped the entire coffee supply chain over the last decade. 

“People are slowly realising that a roastery is a food manufacturing company, and its success depends just as much on managing the entire business as it does on roasting itself,” Daniel explains.

From farms and export offices to roasteries and cafés, the growing prevalence of automation and software is transforming how coffee businesses of all types operate.

The coffee industry has faced one of its most turbulent periods in recent history over the last two years. Green arabica futures hit an all-time high in February 2025 and have remained high and volatile since. Unprecedented tariffs and rising inflation rates create additional complexity for producers, traders, roasters, and café owners alike, squeezing margins and accelerating the need for operational efficiency.

“We’ve used Cropster more and more to gather data and metrics to measure our efficiency of production,” says Branson, the production roaster at Buddy Brew Coffee, a roastery and café chain with eight locations in Tampa, Florida, US.

“Coffee is a tight-margin industry, so it’s essential for us to always reflect on where we can be more efficient in our production. The metrics obtained from Cropster have also helped us to identify sales trends throughout the year,” he adds. “Being able to predict both peaks and valleys of volume has allowed us to be better prepared for those seasons.”

Delivering consistent products, especially blends with multiple components, and services year-round can be challenging. Having access to platforms that capture data across the supply chain means business operators have much greater visibility and can flag problem areas before they arise.

“The biggest unexpected expense I run into is running out of coffee or delays in transits that affect our ability to promptly fulfill orders,” Branson explains. “With Cropster’s inventory reports, I can see not only my weekly and monthly usage of inventory but also changes in volume usage compared to previous periods. 

“I can quickly identify any unusual spikes in usage to prompt me to get ahead of the curve and either bring in more inventory or source replacements,” he adds. “When I run out of coffee, that’s when we have to spend extra resources to cover our delay in production.”

Eyes on wider operations

With some coffee businesses still relying on pen and paper or basic spreadsheet systems, the risk of overlooking key data that could improve efficiency or minimise risk increases.

“As the coffee industry continues to grow and evolve, we as businesses must evolve with it,” Branson tells me. “Just as almost every other industry incorporates tech and software infrastructure into its processes, so must coffee.

“It’s through this infrastructure that we’re able to gather more refined data that will lead to new discoveries of innovation, but will also alleviate time to invest in them,” he adds.

This means having access to a single platform that stores and analyses key information points across the supply chain becomes all the more important.

“Cropster offers a solution for the coffee industry that benefits its key players, creating one flow of information from the farm all the way to the cup. Each platform is a key link in that chain,” Daniel explains. “It starts with Cropster Origin, which helps producers, mills, and exporters capture all the critical data at the source – farm harvest, processing details, lot information, inventory, and more.

“Cropster Roast will allocate that information through samples managed in the buying programme. Here, you cup your samples, analyse green coffee, and decide what to buy based on your budget, market, and sensory and physical data,” he adds. “Once you buy the coffee, you can manage the green inventory with projections, plan production, and, most importantly, roast consistency.”

Many roasters also have wholesale operations and cafés, where data capture and analysis also play a critical role.

“Cropster Commerce handles the operational side. It looks at the orders from the wholesale clients and creates a clear production and fulfillment plan so you know exactly what to roast, bag, and ship each day,” Daniel explains. 

“Finally, Cropster Café closes the loop by tracking what happens in the retail operation. It provides the data from your espresso machines – how many shots you pull, the percentage of waste, and how you use the equipment – so you can improve consistency, prevent costly breakdowns, and reduce waste.”

Why technology will shape the future of the coffee industry

With roasters leading the way in incorporating tech into their daily practices, producers and café operators have also begun to focus on industry-specific data gathering to deliver higher levels of consistency and quality for their customers. 

“As a business grows, the cost of growth also appears,” Daniel explains. “Many operators I meet are running on intuition and a lot of spreadsheets, which works for a while, but when complexity grows, the only way to be efficient and keep costs under control is to use solutions like Cropster that give you real data. 

“We are seeing more business owners realising they need this data to make better decisions, to oversee their key departments, and to achieve sustainable growth instead of just being reactive,” he adds.

As with many industries, the rise in data analytics, automation, and AI-driven technologies has helped future-proof supply chains and services, allowing businesses to focus on other areas that drive growth.

“Automation and AI help alleviate time resources in our schedule,” Branson explains. “Time is the most valuable currency we spend daily, and we must ask ourselves, ‘Where are we spending it?’

“These technologies open the door to surrendering time-consuming tasks to allow us to invest in higher impacts of our business,” he adds. “Although AI is a tool that should be used with discretion, it does have a place in our industry to help propel us into spaces where we can tackle the larger issues at play.”

While roasters have been the primary adopters of technology in coffee, we’re increasingly seeing tech-driven processes and data platforms cater to the needs of a wide range of coffee businesses.

By leveraging new technologies and automated features, operators across the supply chain can manage quality, optimise efficiency, and oversee margins – all of which have never been more important in the coffee industry.

Enjoyed this? Then read our article on how data can be used to improve espresso extraction.

Photo credits: Cropster, Vincent Forstenlechner

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The coffee industry continues to be in the thick of a significant adjustment. Green coffee prices have remained consistently high for an extended period, and all signs point to this becoming the “new normal” for producers, traders, roasters, and consumers.

Price volatility is not a new phenomenon in coffee, but for the first time in decades, the C price has consistently remained above US$3/lb since April 2024. This new price reality is forcing both roasters and producers to adapt in unprecedented ways, reshaping immediate strategies and relationships across the supply chain.

However, there are broader, long-term implications that also need to be considered, begging the question: What’s in store for the coffee industry in 2026?

I spoke to James Gibbs at Red Fox Coffee Merchants, Luke Waite at Pomelo Coffee Consulting, and Carley Garner at DeCarley Trading to find out more. 

You may also like our article on how high coffee prices changed the meaning of direct trade.

What’s causing such high coffee prices?

Over the last five or so years, we have seen multiple events that have had an impact on the coffee market, adding layers of unpredictability and volatility.

The global pandemic, shortly followed by the Suez Canal blockage, had huge knock-on effects on the global flow of coffee, disrupting business as usual and temporarily rerouting shipments. 

More recently, US tariffs, unfavourable weather conditions in Brazil and Vietnam, and delays at Ethiopian ports have all contributed to the fluctuations in the C market price. Commodity brokers and speculative investors, sensing opportunity in this scarcity, have increasingly bet on continued price appreciation, further accelerating market volatility.

“One US dollar goes about a third as far as it used to just a couple of years ago,” says James, the senior North American accounts manager and sales at Red Fox Coffee Merchants. “Each and every contract has to be considered more critically than ever.”

Market uncertainty has created a fundamental shift in trade dynamics, altering the power balance within the coffee industry and creating tensions where previously established patterns existed. 

Roasters, who historically thrived during periods of low C prices by securing more comfortable margins, now find themselves in unfamiliar territory. Their cash flows have become increasingly constrained as capital requirements for purchasing green coffee have soared in recent years. 

Many businesses built on models that assumed specific price ranges are now questioning their sustainability, forcing difficult decisions about pricing and sourcing strategies.

“We prioritised our longest-term, most successful producer relationships above those that were less stable,” James explains. “We’ve built our business on the concept of delivering quality coffee exactly as expected in a timely manner, which means becoming even more meticulous in our process from dry mill through delivery.

“Quality can’t be wrong in moments like these,” he adds. “Thanks to two-way communication and long-term relationships built on trust, producers we work with have continued to prioritise coffee quality in their deliveries.”

The immediate effects of rising prices

Sustained high arabica prices have created an unprecedented time for the coffee industry.

Everyone across the supply chain is feeling the effects. While traders and roasters grapple with tighter margins and cash flow crises, producers face difficult decisions about where to sell their coffee. Some are declining long-term contracts to sell at higher prices, hoping to reinvest in their farms.

For producers specifically, there’s a narrative that higher prices mean higher profits, but the reality is more complex. Unpredictable weather, rising fertiliser costs, and labour shortages all add pressure to farmers’ operations. Additionally, buyers are more cagey, so more options don’t necessarily equate to a better position for producers.

One of the biggest concerns with sustained high green coffee prices is how they impact the end consumer. Many roasters are hesitant to adjust their retail prices with fears that their customer base will look elsewhere for more affordable options.

“Coffee price increases haven’t affected my business directly; however, they have dramatically changed the landscape of my clients’ businesses,” says Luke, the founder of Pomelo Coffee Consulting. 

Roasters are known to work with incredibly slim revenue margins, meaning that any rise in costs, especially for their core products, can have a resounding effect on overall business operations.

“On the consuming side of the industry, the immediate and ongoing challenge is navigating dramatic green coffee price swings and US tariffs,” Luke explains. “Historically, many coffee roasters haven’t had a firm grasp on their unit economics because they didn’t need to be as conscious of their own pricing.

“Now, with significant increases in green coffee costs and other business expenses, they no longer have the luxury of ‘waiting and seeing’,” he adds.

Following trends in other markets that have experienced similar price shocks, consumers initially absorb increases. However, as prices remain high or continue to rise, they inevitably adjust their behaviour to cope with the elevated costs.

Eggs in the US market are a prime example. The average price for a carton of eggs has soared from US$1.49 in 2018 to US$5.18 in 2025. In response, over a third of US consumers said they have stopped buying eggs, and won’t begin to purchase them again until the price drops below US$5.

Changing coffee consumer behaviour could include buying less of the brands they typically purchase, switching to cheaper alternatives or private label products, or stopping the purchase of these goods altogether.

The broader, long-term implications for the coffee industry

Price volatility is nothing new in coffee, but the current situation is different. Instead of the dramatic yet predictable patterns of peaks and troughs we’ve seen over the last few decades, coffee prices have remained consistently high for the past couple of years. 

Ultimately, all signs point to the start of a “new era” for coffee: One where high, volatile prices are becoming a reality that roasters and traders can’t afford to avoid. Simultaneously, not all producers are benefitting.

“We work closely with commodity producers and end-users to manage their price risk, but we didn’t receive many inquiries from people in the coffee supply chain until market volatility increased in late 2024,” says Carley, a senior commodity strategist and broker at DeCarley Trading.

“Human nature is to seek price risk management after most of the damage has been done, and we have seen this play out in real time. In late 2024, coffee buyers were contacting us for help, but when coffee futures traded under US$3/lb, it was the producers who were seeking assistance,” she adds. “Commodity markets are treacherous for both sides of the trade; the only difference is timing.”

According to a Reuters poll earlier this year, market analysts anticipated arabica futures would fall by as much as 30% by the end of 2025. illycaffè CEO Cristina Scocchia also projected that arabica futures would stabilise between US$2.50 and US$3/lb by late 2026, predicting higher production volumes in Brazil and declining global demand.

Others, however, remain sceptical. Many producers and traders point to a worsening climate crisis as the primary driver of supply shortages, meaning there may be little respite ahead.

Brazil’s National Supply Company recently lowered its prediction for 2025 arabica estimates by 5% following droughts and off-cycle weakness, indicating that prices will remain high for the foreseeable future. 

Colombia, meanwhile, reportedly had its most productive coffee harvest in over three decades, producing close to 15 million 60kg bags, an increase of 17% on the prior cycle. However, given that US President Trump has threatened to raise tariffs on the country as his drug trade feud with President Pietro escalates, C price volatility is likely to continue.

Despite some hope that coffee would be exempt from trade levies, many producing countries continue to face steep tariffs, including 50% on Brazilian imports.

What could happen in 2026?

As the economic gap between commercial and specialty-grade coffees narrows, it presents an opportunity for specialty coffee roasters and brands to capture a larger market share.

With smaller, incremental hikes, such as US 25 or 50 cents per cup, downsizing retail bags, or offering accessible blends and cost-effective single origins, specialty coffee roasters and shops can now effectively showcase a clear value proposition of quality.

But to maintain this point of differentiation and manage tight margins, many roasters are also increasing their prices, potentially reducing the demand for specialty coffee.

Simultaneously, when the C price is high, there’s less incentive for producers to grow specialty coffee. Growing and processing higher-quality coffee is inevitably more expensive and requires more labour, so with a high C price, it then becomes more profitable to grow commercial-grade coffee.

It’s a vicious cycle, however. As the production of commercial-grade coffee increases, market prices will start to fall, and specialty coffee will become more lucrative.

“I can’t speak directly for producers, but I can chime in on what I generally see from commodity producers after a few years of unusually favourable pricing,” Carley says. “There is a natural gravitation toward unawareness, which often leads to unintentional and underappreciated business risks. 

“Furthermore, commodity markets of all types have a nasty habit of undergoing feast or famine cycles; prices are always temporary, but it is difficult for industry to accept and cope with that reality,” she adds.

In a volatile market, with no guarantees and limited access to finance, coffee farmers can strategically default on contracts to secure higher prices aligned with market movements, potentially creating tension with existing buyers.

Additionally, producers are likely to want to fix futures contracts at current prices for the long term, whereas buyers are less likely to commit, which shifts trade dynamics and adds strain to working relationships.

US tariffs underscore just how volatile the situation is, highlighting how prices could swing at any moment.

With the fallout from the C-market price surge still being assessed and discussions about future coffee price increases, investing in trusted, long-term, and valuable partnerships has never been more critical.

“We’re seeing a very strategic use of additional profits to improve quality and make sure that the current upturn creates opportunities for long-term continued growth,” James says. “For instance, many producers are currently replanting with varieties that maximise quality, while others are investing in improvements to their washing and drying stations.

“Another unexpected benefit we’re seeing is that the high C market has encouraged younger generations to reinvest in coffee production as a profitable career avenue rather than leaving for the cities,” he adds.

The coffee industry has proved its resilience, navigating a number of challenges over the last few decades. But with no signs of the market slowing down anytime soon, producers, roasters, traders, and consumers all need to adjust for the foreseeable future.

The key point is to plan ahead with a clear, strategic philosophy, anticipating that coffee prices could easily rise again or sharply drop in the near future.

Enjoyed this? Then read our article on how high prices blurred the divide between commercial and specialty coffees.

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Private label coffee – produced by one roaster to be sold under another brand – has always been popular. But as coffee prices stay high and volatile, more consumers are seemingly switching to these products to adapt.

According to NielsenIQ, private label sales across 17 European markets reached €352 billion (US$406 billion) in 2024, and data suggests that this trend will continue.

For coffee businesses, exploring opportunities to expand their retail offerings through private label partnerships could prove effective. But working with a trusted supplier that prioritises quality and brand identity is essential.

I spoke with Ethan Oakes at Fresh Roasted Coffee to learn more about what brands need to know about selling private label coffee.

You may also like our article on why roasters should consider diversifying beyond coffee.

Why private label coffee is becoming more popular

Put simply, private label coffee is prepackaged roasted coffee that suppliers sell to buyers. The coffee is branded for the buyers, who sell it to consumers as their own product. 

For the former, especially smaller operations, this is a more affordable and efficient alternative to sourcing, roasting, and packaging their own coffee. Meanwhile, for the latter, offering private label roasting services allows them to expand their business into a new revenue stream that is popular among consumers.

Historically, private label coffee has been positioned as a lower-cost alternative to branded products, offering better value for money at a similar level of quality. Because of this, private label sales often increase during periods of economic downturn and instability.

In early 2020, during the height of the pandemic, for example, overall private label sales in the US increased by 15%, surpassing national brand growth by 33%. With economic uncertainty and a cost-of-living crisis driving consumer choices, people were more willing to turn to private label products for the discounts they offer.

Following Covid-19, as global inflation rates have remained high, the trend towards private label products has remained steady. Recent data from McKinsey suggests nearly 75% of US consumers and almost 85% of European consumers say they are “trading down” when shopping – and switching to private-label brands accounts for a quarter of this behaviour.

Offering quality and value

However, the concept of “trading down” is also changing as the perception of quality improves. The same research shows that more than 80% of US consumers rate the quality of private brand food products as either the same as or better than that of national brands. Over 80% of European consumers also perceive the quality of private brand offerings as equal or superior to branded products.

As the coffee industry navigates one of its most turbulent periods in recent history – grappling with sustained high green coffee prices that have more than doubled over the last two years – interest in private label coffee is rising. 

“We’ve seen retailers and brands turn to private label coffee more than they ever have in the past,” says Ethan, the head of co-packing and private label sales at Fresh Roasted Coffee, a leading wholesale, co-packing, and private label services supplier, established in 2009.

“As green coffee prices have remained high, private label provides a way for retailers to deliver quality coffee to their customers at competitive price points without sacrificing margin,” he adds.

Many roasters and coffee businesses have had little choice but to raise their retail prices as green coffee and operating costs soar. Although consumption levels remain steady, consumers are inevitably changing their buying habits to adapt to rising prices.

“Consumers are increasingly value-conscious, but they’re not willing to compromise on taste or quality,” Ethan says. “Private label coffee allows them to access premium-quality coffee at more affordable prices, making it a natural choice during times of economic uncertainty.”

How private label services are creating new opportunities for coffee brands

The coffee industry is navigating one of its most turbulent periods in recent history. Record green coffee prices – driven by unfavourable weather and ongoing supply shortages in Brazil and Vietnam – have coincided with rising inflation and high interest rates. This has created a perfect storm of challenging market conditions for producers, traders, and roasters alike.

Political volatility and ongoing trade tensions have also added further layers of complexity. US President Donald Trump’s decision to roll out sweeping tariffs earlier this year – including a staggering 50% on Brazil – is reshaping global coffee trade as we know it.

As coffee businesses grapple with these challenges, the need to differentiate and secure new revenue streams becomes all the more important. Given its significant market growth and the increasing consumer perception of value and quality, selling private label coffee is emerging as an effective way to stand out and adapt.

Ethan highlights some of the benefits that selling private label coffee products offers:

• Stronger brand identity by offering new products
• Improved customer loyalty, as consumers associate quality and consistency with their café or brand
• Increased margins and flexibility compared to national brands that have to handle the logistics of sourcing, roasting, and packaging coffee
• Control over product formats, flavour profiles, and sustainability claims that align with brand identity
• Ability to move quickly and follow trending flavours or products, such as capsules or single-serve bags

Working with a trusted partner

Initiating the process of selling private label coffee can be somewhat overwhelming. Today’s specialty coffee landscape is highly competitive, with new processing methods, flavour profiles, and quality standards driving consumer behaviour.

By working closely with established private label roasters, brands can take advantage of these emerging trends, helping them stay current with market developments while deepening their understanding of the coffee industry’s supply chain.

“A brand should understand its goals for quality and sustainability,” Ethan explains. “It’s important to choose a manufacturer who can deliver on those standards consistently, has the capacity to scale, and offers flexibility in packaging and formats.

“Developing a coffee programme requires more than just roasting beans; it takes experience, infrastructure, and a proven track record,” he adds. “At Fresh Roasted Coffee, we bring that to the table through a collaborative approach.

“We ensure that our partners’ products meet the highest standards while reflecting their unique brand identity.”

What brands need to know about private label coffee

Once known for being the budget-friendly choice, private label coffee is gaining traction as quality, sustainability, and value increase. Retailers are no longer just filling gaps; they are actively innovating in premium and niche segments like wellness, sustainability, and convenience.

This means that selling private label coffee is about more than just liaising with a supplier and applying your logos to packaging. It’s also about aligning your brand values with the priorities of a trusted supplier.

The first step in the process is finding a roaster who can accommodate your vision and goals. Executing this level of service often isn’t as straightforward as it seems; it requires a roasting partner which has the expertise and capacity to guarantee long-term success.

“We source coffee responsibly from origins around the world, roast with precision using state-of-the-art equipment, and maintain rigorous quality controls throughout packaging and fulfilment,” says Ethan. “Every step, from green coffee to finished product, is designed to preserve freshness, flavour, and consistency.”

Relying on a private label roasting partner to deliver the necessary quality standards demands mutual trust, as consistency and dependability are essential to growing a business.

“We take the time to understand each client’s brand identity, product goals, and packaging preferences,” Ethan tells me. “By aligning with their specifications and working closely throughout the process, we ensure that the finished product reflects their brand consistently and accurately.”

Prioritising sustainability

NIQ data shows that 53% of global shoppers say they’re buying more private label products, including coffee, than ever before. Other research, meanwhile, shows that 57% of consumers are open to changing their buying behaviour to minimise their environmental impact. This means that outlining and improving sustainability efforts for the private label coffee sector is no longer important – it’s a prerequisite for success.

Certifications have emerged as a powerful, trusted way to demonstrate commitment to organic farming practices and other environmental and social concerns.

“We offer a wide range of certified coffees, including Fair Trade, Organic, and Rainforest Alliance,” Ethan explains. “Beyond certifications, we focus on responsible sourcing, efficient production practices, and sustainable packaging options such as compostable and recyclable formats.

“At Fresh Roasted Coffee, sustainability is woven into everything, from sourcing responsibly and offering certified coffees to investing in renewable energy through our onsite solar array, which powers much of our production facility,” he adds. “This commitment ensures that our partners can grow their private label programmes with confidence, knowing that environmental responsibility is a priority.”

In an increasingly competitive landscape, private label coffee offers brands a chance to build customer relationships, enhance brand identity, and deliver quality products.

But when taking on this new venture, the key to success lies in choosing a roasting partner who understands your goals and shares your commitment to sustainability, quality, and innovation.

By leveraging the infrastructure and expertise of experienced roasters, brands can enter the coffee space with products that reflect their values and resonate with their customer base.

Enjoyed this? Then read our article on whether consumers will favour local roasters as retail prices rise.

Photo credits: Fresh Roasted Coffee

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Single origin micro lots once underpinned third wave practices, from expressing the unique characteristics of each coffee to ensuring traceability along the supply chain.

But as larger roasters, many of which built their branding around these sourcing strategies, grapple with sustained high green coffee costs, consistently offering these coffees has become less viable.

Instead, the demand for consistent, familiar blends and more cost-effective options is driving the market, ultimately changing the prices paid for coffee and reshaping trade dynamics.

To learn more, I spoke to Shawn Hamilton of Klatch Coffee. 

You may also like our article on whether consumers will favour smaller, local roasters as prices rise.

Specialty coffee was built on single origins & micro lots

“Single origin” has been a key defining factor of specialty coffee since its inception. Pioneering roasters popularised the term in the early 2000s, leveraging it to emphasise their commitment to sourcing traceable coffees that are a “true” expression of terroir.

This served as a unique point of differentiation in a highly competitive coffee market, and continues to do so today. By communicating the superior quality of these coffees, as well as the mutually beneficial relationships with the producers who grow them, roasters can justifiably charge higher prices.

The demand for these coffees only continued to grow. In 2020, nearly half of global coffee company launches mentioned some value associated with sustainability, double from the number in 2012.

However, over the years, the term “single origin” has become less straightforward; it can be used to describe coffee from a single country, region, estate, or cooperative.

As specialty coffee consumers take a greater interest in traceability, the ambiguity around “single origin” coffee has become increasingly evident. In response, specialty coffee roasters of all sizes have refined their focus; “micro lots” have become a defining feature of the industry, with less confusion about where they come from.

Although multiple definitions exist, many coffee professionals use the term for small, exclusive, and traceable lots of coffee that are grown and processed separately to preserve their “pure” flavours.

Effectively, micro lots offered roasters an opportunity to “double down” on single origin coffee and the values they represent. The higher costs of production – a result of the greater care and attention to detail required during cultivation, harvesting, processing, and milling – mean these coffees can command even higher prices.

To secure loyal customers and attract new ones, many trailblazing roasters made micro lots a staple of their offerings, positioning themselves as quality pioneers in an increasingly competitive market.

But high coffee prices have become a new reality

Historically, specialty coffee roasters thrive when coffee prices are low, allowing them to purchase high-quality beans while maintaining healthy profit margins. But the recent surge in the C price is forcing both roasters and producers to adapt in new ways, reshaping strategies and relationships across the supply chain.

Green arabica prices surpassed US$4.40/lb in February 2025, and have largely remained around the US$4/lb-mark ever since. The reasons for the surge, representing a more than 70% increase from three years prior, are complex: supply shortages in major producers such as Brazil and Vietnam, the impact of climate change, and unprecedented US tariffs.

Many in the industry expressed their shock at seeing the highest coffee prices since the 1970s – an occurrence some never expected to witness in their careers. While it’s a welcome shift for an industry that advocates for higher, fairer prices for producers, the reality is more complicated. 

Unpredictable weather, rising fertiliser costs, and labour shortages all add pressure to farmers’ operations. Additionally, buyers are more cagey, so more options don’t necessarily equate to a better position for producers.

Although coffee price volatility is nothing new, the current situation is different. Instead of the dramatic yet predictable peaks and troughs, prices have remained consistently high, creating a new set of challenges for both roasters and producers.

Roasters, in particular, are largely unaccustomed to such financial pressures. When the C price exceeds US $2/lb, many often express concern, as it directly impacts their ability to maintain margins without raising consumer prices.

In an effort to protect bottom lines, many roasters, particularly larger operations, are turning to cheaper blends or diversifying their sourcing to include lower-cost origins.

Cheaper lots and origins have become more viable

As the industry comes to terms with the likelihood of sustained high coffee prices for the foreseeable future, stakeholders across the supply chain are taking steps to adapt.

For successful roasters, it means adjusting to a “new normal”, rather than waiting for prices to fall. A key part of this is rethinking green coffee sourcing and retail pricing strategies, and striking a delicate balance between the two.

Many specialty coffee roasters have inevitably had to raise their retail prices, passing on additional costs to consumers rather than absorbing them completely. Understandably, however, some customers and wholesale buyers are expressing confusion or pushing back on higher prices. Many believed they were already paying more to support coffee producers and shield the supply chain from volatility.

According to a recent Reuters report, major retailers in Europe initially resisted price increases, opting to stock out rather than absorb the costs, after green coffee prices more than doubled in a year. This highlights widespread uncertainty over who should bear the additional financial burden in the coffee supply chain.

In a bid to avoid price hikes and the ensuing tension they can cause, roasters – especially larger operations that depend on both B2B and B2C clients – have significantly shifted their sourcing strategies. Cost-effective coffees have become a much bigger priority, signalling a temporary pivot away from high-end origins and micro lots.

“Bigger roasters are buying cheaper coffee in general,” says Shawn, the Vice President of Operations at Klatch Coffee, a family-owned specialty coffee roaster founded in 1993. “They need larger quantities of consistent-tasting coffees, and when you require these kinds of volumes, you somewhat have to settle on quality to achieve consistency.”

Sourcing from more affordable, yet still quality-driven, origins like Brazil has proven effective, allowing roasters to protect quality, flavour consistency, and pricing stability. Blending has also become a key strategy for roasters, enabling roasters to maintain quality while managing costs.

How does this impact the wider coffee supply chain?

As larger roasters shift their buying behaviour to adapt to sustained high coffee prices, other supply chain actors inevitably feel the effects.

For consumers and wholesale clients, there are obvious benefits. “Roasters can manage their margins without hiking prices, so it translates to smaller price increases to the consumer,” Shawn says. 

However, the trade-off between price and quality can be difficult to balance. 

“The downside is that the larger companies, by default, are selling a larger share to the consumer,” Shawn explains. “If their coffee is now diminishing in quality, that can leave a bad taste in people’s mouths – no pun intended.”

Without transparent and honest communication explaining the steps taken to minimise price increases, such as blend reformulation or a temporary switch to more affordable origins, roasters risk damaging consumer trust and loyalty.

“This could eventually lead to people switching from coffee to other beverages and decreasing consumption across the entire industry, not just the brands that ‘cheapened’ their products,” Shawn adds.

The launch of more affordable sister brands, such as Madcap Coffee’s ‘Dito’, is an example of how roasters can satisfy loyal customers while also extending their reach. Marketed as “a creative way to reach a broader audience”, Dito targets younger and price-sensitive consumers with aesthetic packaging and more accessible price points, simultaneously preserving the premium position of Madcap’s other coffee products.

Producers, meanwhile, also feel the impact of changing roaster behaviour. While those who offer more cost-effective coffees could benefit, others in more premium origin countries could struggle to maintain their market share. This risks upending long-term partnerships with trusted suppliers, damaging resilient supply chains that have been developed over years.

But with coffee prices not expected to retreat until late 2025 – and the ripple effects likely to be felt for at least four years, according to recent UN forecasts – short-term thinking and opportunism can’t weather the storm.

While roasters may need to add more affordable coffees to their offerings temporarily, the most resilient businesses will be those that prioritise mutually beneficial relationships, transparency, and shared risk management. 

When both producers and roasters understand each other’s challenges and constraints, they can develop resilient solutions that preserve business viability while maintaining quality and sustainability commitments. These trusted partnerships create stability in an otherwise volatile market, enabling long-term planning despite short-term fluctuations.

Larger roasters are adjusting their sourcing strategies to cope with sustained high coffee prices, which inevitably influences the decisions of their industry peers, big and small.

Although more affordable lots and offerings are an effective way to navigate the current economic landscape, roasters who invest in strong relationships, efficient practices, and value-added strategies will be best positioned to thrive in the long term.

Enjoyed this? Then read our article on why roasters are delaying more payments, not just for green coffee.

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Brand differentiation has always been a key part of specialty coffee. Roasters emphasise their commitment to quality, sustainability, craft, and consistency to retain customers and draw in new ones.

But rising inflation rates and record green coffee prices are forcing businesses to rethink their strategies. Simultaneously, market competition has intensified, which pushes roasters and coffee shops to find new ways to stand out.

Rebranding has emerged as an effective way to differentiate, keeping brand image modern, fresh, and relevant. Over the last decade, small and large players alike, including Starbucks, Stumptown, and Blue Bottle, have updated their logos, packaging, and brand messaging to reaffirm values and keep up with new trends.

There’s then a growing pressure for specialty coffee roasters to follow in the footsteps of prominent brands and refresh their own branding. Although this venture can certainly be successful, it requires a strategic approach – and value proposition needs to be clear.

I spoke to several people at Belga & Co., a specialty coffee roaster in Antwerp, to learn about the company’s rebranding experience.

You may also like our article on why specialty coffee brands care so much about consumer trust.

Market saturation: The need to stand out

Specialty coffee consumption has proliferated in almost all corners of the world over the last few decades. The National Coffee Association’s latest NCDT report found that the number of US citizens drinking specialty coffee in the past day has increased dramatically between 2020 and 2025. For every 100 cups of coffee consumed, 59 are specialty and 41 are traditional, representing an increase of 18% over the five-year period.

Meanwhile, in Europe, specialty coffee consumption is also steadily increasing, including in less established markets. Between 2013 and 2021, the number of specialty coffee shops and roasteries in Romania increased from only three to more than 120, while Hungary is now home to over 150 specialty coffee businesses.

Naturally, as interest in and consumption of specialty coffee has grown, consumer demand has shifted, and roasters and coffee shops have needed to keep up.

”When I started working in the coffee industry in 2009, the focus was purely on the quality of the product,” says Loïc Installé, the co-founder of Belga & Co., a specialty coffee roaster in Antwerp, Belgium, which also operates cafés in Brussels. “Back then, there was less focus on how and what your brand looked like. 

“People were only starting to discover the different flavours and amazing quality that specialty coffee had to offer, and starting to set standards for ethical sourcing,” he adds. “Sixteen years later, the industry has changed a lot.

“With the rise of social media marketing and consumption of specialty coffee, which has almost become a mainstream product, roasters have to jump out from the crowd. We still have the focus of serving a consistently high-quality product, but we now have to combine that with storytelling and a brand image that our clients can identify with.”

What makes rebranding effective?

The coffee industry is currently facing a challenging period, marked by uncertainty and volatility. Sustained high green coffee prices are forcing roasters to pivot their sourcing strategies to more cost-effective yet high-quality lots, while tariffs and rising operating costs are straining profit margins.

In this difficult climate, roasters need to stay relevant to their core audience while also attracting new customers. Rebranding has emerged as a strategic response to a demand for differentiation and relevance in an overcrowded market.

“Through rebranding, we can redefine our visual identity and packaging, which helps us stand out in an increasingly competitive landscape,” Loïc says. “It also helps us stay relevant in a world where design and storytelling are becoming more and more important.”

Brand identity has always been a key factor in the specialty coffee industry, especially as a way to differentiate from commercial-grade competitors. Given the rapid rate of innovation in the market, it’s all too easy for branding and marketing to feel “outdated”, losing their resonance with consumers.

“After ten years, a rebranding is necessary to give new energy to a brand, without fundamentally changing the company’s culture,” says Charly Meerbergen, the co-founder of Belga & Co. The roaster recently rebranded after celebrating its tenth anniversary, which included updates to its packaging and opening a new café.

“Brand identity is what you need to reflect your company’s DNA and present your products, but it also distinguishes you from competitors,” he adds. “For us specifically, however, it’s more than that – it’s a promise to transform through the constant quality of products, staff training, and customer experience.

“To achieve this goal, we are constantly questioning ourselves and trying to improve our company’s culture through training and education.”

Why rebranding requires a holistic approach

Most businesses refresh their branding once every seven to ten years; however, given the relative youth of specialty coffee, roasters tend to rebrand at a higher rate.

Over the last decade, many prominent small and large roasters have updated their logos, packaging, and brand messaging to remain relevant in a rapidly evolving industry.

With this shift in strategy, there’s then a growing pressure for roasters to follow in the footsteps of their competitors. Rebranding and brand refreshes are investments, but changing visual elements of a business is often less costly than product innovation or continuing to source higher-priced coffees.

“In my opinion, a rebrand goes beyond aesthetics and a new logo; it’s about creating new experiences within the company,” says Roman Melnyk, a roaster at Belga & Co. “Company culture and staff attitudes are central to this transformation. Positive and reliable staff naturally fosters stronger relationships with clients.”

A brand refresh is a significant undertaking for any coffee company and requires effective communication and teamwork. When employees understand the motive and rationale behind the process, it’s likely to resonate more with customers.

“Ten years ago, we started this adventure with the philosophy that we can only do so many things ourselves and that we need motivated staff to help us grow,” Loïc says. “Our staff are the heart of our company, and we recognise and prioritise their involvement throughout the brand refresh process.

“We are also striving to maintain a strong workplace culture that reflects our values, through training programmes and team-building activities. The rebranding is also a way to inspire our staff and give them a sense of pride in working with us,” he adds. “When they support the rebranding, they become brand ambassadors, contributing to a strong connection with our customers.”

Building a foundation for continuous innovation

A highly volatile coffee market is pushing more roasters to rebrand, which can add more pressure on operations and create a sense of trepidation. Roasters may then rush the process, focusing primarily on short-term changes, but cutting corners on quality and value proposition won’t result in success.

Instead, there needs to be an emphasis on the core values of the business.

“Belga & Co. has always been, first and foremost, about providing the best coffee for our customers,” says Krista Stellavato, a business advisor at Belga & Co., who also used to be a regular customer. “This dedication to quality coffee means relentlessly seeking to improve and optimise procurement, roasting and service; however, this is often invisible to the customer. 

“A rebrand is an opportunity to celebrate all the effort, at every stage of the production process,” she adds. “It sends a clear signal to customers that your company has evolved in a dynamic marketplace, that it strives to continuously adapt to serve its customers’ changing needs, while remaining true to the company’s DNA of a commitment to quality coffee.”

From here, roasters have the opportunity to be truly creative and innovative, updating and refreshing different elements of their business.

“At the beginning of the process, we contacted a graphic design studio to help us create new packaging,” Charly says. “We then quickly decided it made sense to undertake a total rebranding, as, after ten years, we are at a key moment of growth as a company.

“A complete rebranding helps us reflect that Belga & Co. isn’t just a coffee brand, but that we also focus on people, planet, and product,” he adds. “We can only achieve this as a team, where every individual has their place in the process.”

Consistency is key

To achieve its purpose, a brand refresh must resonate with customers, whether they are new or long-term. This means that a company’s website, social media, and other communication platforms – including its presence at events – must present a clear, consistent message that is easily understood.

“For our current customers, the refresh shouldn’t feel like a complete departure from the start, but rather a natural evolution,” Loïc says. “It should create enthusiasm and reinforce their loyalty to the brand, showing that we continue to grow while staying true to our origins.  

“With new customers, it gives us an opportunity to make a strong first impression in an ever-evolving market with growing competition,” he adds. “Throughout the brand refresh, we can tell a story, present a visually appealing new identity, and communicate in a clear way that resonates with new audiences.”

Refreshing brand identity is essential when striving to stay relevant in today’s competitive market, but it’s about more than visual storytelling.

The collaborative energy needed for a successful rebranding process stems directly from all staff, who embody the new, innovative mindset of the company. From here, roasters have the leveraging power for continued growth.

“Our rebrand provides us with the toolkit to stay ahead of consumer expectations and trends,” Loïc concludes. “It helps us remain relevant in today’s coffee landscape, where consumers prefer authentic brands with effective communication and clear company values.”

Enjoyed this? Then read our article on whether specialty coffee brands are becoming more and more similar.

Photo credits: Belga & Co.

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Coffee auctions have changed beyond recognition over the last few decades. Former record high prices – like US $21/lb in 2004 – now pale in comparison to what some buyers are willing to pay for exceptional coffee.

Prices only increase year after year, too. At the 2025 Best of Panama (BoP) auction, Hacienda La Esmeralda received US $30,204/kg for its washed Gesha, setting a new world record for the highest price ever paid for coffee. The farm also earned US $23,608/kg for its natural Gesha, breaking the record twice and reflecting the ultra-premium prices these exclusive lots command.

In addition to premiumisation and luxury marketing, the expertise and commitment of the producers who can afford to invest in these coffees drive up auction prices. But other factors that also contribute to the ever-growing success of these events can often go unnoticed: the people who roast these incredible coffees.

I spoke to Ben Put of Monogram Coffee – also the 2025 Canadian Barista Champion and official head roaster for BoP – and Rachel Peterson of Hacienda La Esmeralda to learn how machines like Stronghold are helping coffee auctions reach levels never before seen.

You may also like our article on what happened at coffee competitions in 2024.

Coffee auctions are ever-changing

Since the 1990s, auctions have helped transform the coffee industry. Designed to reward quality-led producers for their most exceptional lots, the auction model has redefined what buyers are willing to pay for high-end coffees.

At the 2004 BoP auction, Hacienda La Esmeralda, a pioneering farm in Panama, received the highest price ever paid for coffee at the time: a record US $21 for a pound of Gesha.

This set the precedent for future auctions in Panama and beyond. Because they distinguish the “best of the best”, price discovery mechanisms at auctions often far exceed those through more traditional trade platforms. In short, auction prices rarely reflect the realities of the wider market.

“Competitions like Best of Panama are more than just events; they’re platforms that can shape how the world sees specialty coffee,” says Rachel Peterson, the sales, marketing and quality control manager at Hacienda La Esmeralda. “They validate the years of effort, innovation, and risk that a small number of producers can take on.”

The increasingly global nature of coffee auctions also means buyers from markets like East Asia, the US, Australia, and the Middle East – where premiumisation is a common phenomenon – have equal access to the world’s most extraordinary coffees. This drives prices even higher.

“I’ve seen so many trends at auctions, especially the growth in the demand for coffees of this calibre and scarcity,” says Ben Put, the co-founder of Monogram Coffee in Canada. He is also a multi-Canadian Barista Champion, recently winning the 2025 competition, and the head roaster at BoP, using Stronghold machines.

“I remember when prices over US $1,000/lb seemed impossible,” he adds. “Now, people around the world are enjoying these coffees, and the demand has pushed prices to new heights.”

Year after year, the ceiling rises, driven by hyper-competitive buyers. Fast forward to the 2025 BoP auction; Hacienda La Esmeralda received US $30,204/kg for a 98-point washed Gesha – significantly surpassing the previous world record of US $13,518/kg set at a private auction in 2024.

As new records are set, the winning producers who can afford to grow these coffees are catapulted into the halls of fame, receiving recognition and accolades.

“This year, record scores and prices were the result of deeper innovation, especially in processing, sorting, and dry milling,” Rachel says. “But more than that, they reflect the long-term commitment required to grow truly extraordinary coffees. 

“Nido, which broke records by placing first in both the Washed and Natural Gesha categories, came from a plot that took over 13 years to develop,” she adds. “More than a decade of work went into a single coffee, hoping that, one day, it would reveal something unique in the cup.”

Acknowledging producers and roasters at coffee auctions 

Auctions serve as targeted platforms, connecting buyers seeking high-end coffees with the small number of producers who can grow them, facilitating successful direct trade relationships.

“As long as these producers continue to push boundaries in agronomy, processing, and storytelling, buyers will continue to invest in those efforts,” Rachel says. “That said, it’s also important to protect the integrity of these competitions. 

“The moment quality or transparency is compromised, the value of the auction diminishes. So it’s up to all of us – producers, judges, roasters, and buyers – to keep raising the bar together,” she adds.

Producers, undoubtedly, play a key role in driving the prominence of coffee auctions. But the people who roast the coffee sold at auctions, often behind the scenes, are also essential.

“BoP is probably the highest-stakes roasting event in the world,” Ben says. “Thankfully, we were working with some of the best roasters in the country and had four Stronghold 7Xs. 

“We spent two weeks beforehand designing roast profiles that would express the best qualities of the coffees in each category: Gesha Washed, Gesha Natural, and Varietal,” he adds. “Each coffee responds differently, but the combination of the roasters’ skills and Stronghold machines ensured we were able to roast each coffee to the Specialty Coffee Association of Panama’s strict quality standards.”

Without care, attention to detail, and consistency in the roasting process, coffee auctions would struggle to reach the levels of success seen today.

“High-level equipment like Stronghold roasters plays a vital role in showcasing a coffee’s full potential. At competitions, consistency is everything; each lot must be roasted and cupped to highlight its best attributes without introducing bias or error,” Rachel tells me. 

“Machines like Stronghold offer precision and repeatability. Its technology allows roast profiles to be adapted and fine-tuned, which is especially important when working with delicate varieties like Gesha and Laurina.”

Why we’ll continue to see record-breaking prices at coffee auctions

As the auction model proliferates – diversifying into virtual, regional, international, and private formats – it will continue to have more influence over the wider coffee industry.

Simultaneously, as specialty coffee markets like China, the United Arab Emirates, and Saudi Arabia – where prestige and exclusivity drive brand appeal – mature, buyers could keep increasing their bids.

Much like wine, whiskey, and tea, record prices influence perceptions of coffee’s value and quality potential more broadly. The most expensive tea in the world – a Da Hong Pao dark oolong tea from China – sold for an astounding US $1.2 million/kg, according to Paper & Tea. Thus, there’s potential for specialty coffee, particularly highly prized Panama Gesha, to reach similar heights.

“BoP has helped shape the global specialty coffee landscape for decades. When coffees from Panama break records at auction, it doesn’t just benefit local producers – it sets a higher standard across the industry and encourages buyers to value exceptional coffee from other origins as well,” Rachel says.

Indeed, we have seen other records broken at auctions recently. A private auction in Ethiopia recently fetched a highest bid of US $1,604/kg – the most ever paid for Ethiopian coffee.

Beyond Gesha, other varieties are gaining traction at auctions.

“There’s heightened interest in new varieties. Gesha is still the most sought-after, but other varieties are gaining attention,” Ben tells me. “Coffees like Laurina, Chiroso, Mokkita, and Sidra are also a way for producers to stand out. I predict this will continue to grow, and we will see a migration of well-known varieties from other producing countries as producers experiment.”

Hacienda La Esmeralda received the third-highest bid at the 2025 BoP for its Laurina coffee, fetching US $8,040/kg. Although interest in this coffee has been growing for some time, a high auction price could further pique interest, pushing more roasters to source this coffee. 

No matter how auctions evolve, roasting will play a central role in future success.

“I believe that Stronghold is a game changer for the Best of Panama, and could be for other auctions in the future, for designing roast profiles, executing roasts, and batch to batch consistency,” Ben says. “The user interface is simple to use and utilises an infrared probe to give highly accurate readings. This ensures that anyone can follow a roast profile and that it will give the same taste profile consistently. 

“The roasting team must roast each coffee multiple times (national, international and finals round), which could lead to consistency issues; however, Stronghold’s ability to automatically repeat roasts and its between-batch algorithm ensured that we were able to reproduce the same roast colour and quality every round,” he adds.

“This not only resulted in some of the highest scores in the history of the best of Panama, but we also used a lot less coffee during the roasting process as there were fewer re-roasts required.”

They might not always reflect the realities of the market, but auctions are leaving an indelible mark on the specialty coffee sector. Over the coming years, they’re likely to become even more popular, especially as the demand for ultra-rare, exclusive coffees grows.

In turn, prices at coffee auctions will continue to break records, reflecting the hard work and expertise of producers – but the people who roast these coffees also deserve some of the spotlight.

Enjoyed this? Then read our article on how roasting champions are redefining profile development.

Photo credits: Stronghold, Paul Castillero, Fernando Gutierrez

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The need to switch to a larger roaster is crucial for coffee businesses to meet the demands of their expanding customer base. In the US alone, the consumption of specialty coffee has increased by 18% between 2020 and 2025, indicating the rising interest in quality, traceable coffee.

But the transition requires much more than simply purchasing a new machine with increased capacity. There are many factors to consider before making the decision, and roasters need to prepare themselves for a significant adjustment.

I spoke with Diego Vidiz, a roaster and technical consultant at IMF Roasters, about the journey roasters take when switching from small-batch to large-scale roasting operations.

You may also like our article on designing a complete coffee roasting facility.

Knowing when it’s time to upgrade a coffee roastery

Most roasters often start their businesses with highly streamlined operations, comprising a small-capacity machine and just a few team members. But as specialty coffee consumption proliferates, including in emerging markets, many businesses seek to capitalise on its explosive growth.

Many spend hours learning the ins and outs of operating a roastery, while also developing production processes that form the base of the business. Once a roaster achieves consistency in their product and has developed strong relationships with their core customer base, expansion becomes much more viable.

“With over thirty years working in the coffee industry, I have personally experienced the transition from a small artisanal roastery to a full-scale industrial plant,” says Diego Vidiz, who collaborates with IMF Roasters as a technical consultant, supporting the start-up of new roasting facilities. The company will exhibit at WoC Geneva at booth no. 2264 from 26 to 28 June.

“It’s a shift that doesn’t happen overnight, but there are clear signs when the time comes,” he says. “The first is practical: when production can no longer keep up with orders and roast days are always full, it becomes clear that the current setup isn’t sufficient anymore.”

Finding the right equipment

When setting up a roasting business, it’s usually recommended to invest in a machine that can accommodate some level of growth from the outset.

Using a roaster that’s too small makes it more difficult to fulfill larger orders, restricting a business’ growth. On the other hand, starting with a machine that’s too big means roastery operators may overestimate their orders, creating potential waste that eats into their costs.

Once a roaster establishes the optimal size of their machine, it’s important to maximise the current setup within the roasting space. Operators must consider the placement of equipment, production lines, and storage areas to streamline workflow and ensure a successful transition to larger-scale roasting.

“From here, you can attract more structured clients, such as large retailers or international operators, that demand higher volumes and consistent quality,” Diego tells me. 

“Internally, the company must also be ready: clear processes, a solid quality control system, and skilled people who can work well as a team are all essential,” he adds. “When these elements are in place, managing significant growth becomes much more feasible.”

What are the main challenges when scaling a coffee roastery?

The transition to using larger roasters has its challenges. 

A significant part of the artisanal experience with specialty coffee involves having close contact with the product itself. Roasters pay attention to sensory cues in the roasting process, such as colour changes and listening for ‘first crack’, to understand how to control different variables, and ultimately maintain and improve quality.

But it’s not always easy to convert these skills from small to large batches. Different batch sizes require varying amounts of energy to achieve the same results, meaning that some trial and error will occur during the early phases of scaling up. 

“The biggest challenge when increasing volumes is maintaining consistent quality,” Diego says. “In an artisanal roastery, you rely heavily on direct experience and visual cues, but at a larger industrial level, you need precise, reliable systems to help replicate each roast profile consistently.

“That’s why investing in well-calibrated technology, with automated controls and data logging, is essential,” he adds. “The team also needs to grow alongside the facility. Technical training, digital process knowledge, and some flexibility in managing new tools are key.”

Leveraging automation

Modern roasters are typically equipped with automated roasting capabilities. Once a roaster carefully dials in a roast profile, the dedicated software takes control, adjusting heat and air during the roasting process using set data points.

These capabilities have made training production roasters easier than ever before, allowing businesses to manage labour costs more closely. As costs rise across the board, from energy to packaging, this has never been more critical.

“I started roasting with an IMF machine in 2001, and since then, it has always been central to my journey, both in artisanal roasting and in scaling up to an industrial operation,” Diego says. “Over the years, IMF has continually improved its machines, making them increasingly precise, efficient, and suitable for all production needs.

“The Vortex system, for example, ensures uniform heat distribution for consistent and even roasting, even with larger production volumes, thanks to precise control of the roast profile and Rate of Rise (RoR),” he adds.

A reliance on automation also ensures that businesses consistently adhere to quality standards, even when training new staff.

What first steps should roasters take?

Once the decision to scale up has been made, the next step is to make sure the company can actually handle the anticipated growth. 

It’s not just about the quality of products and personnel; the roastery location must be able to handle the required volumes. 

Storage capacities and conditions for both green and roasted coffee have to be more than adequate. Green coffee should be stored at a stable temperature to reduce the risk of quality degradation. Processing orders on a larger scale, therefore, requires much more room to store raw materials and packaging.

“From an organisational point of view, everything changes as production scales,” Diego explains. “Warehousing, logistics, timing, and planning must all be restructured.

“Economic planning is crucial; growth should be grounded,” he adds. “You need a solid plan with clear figures and realistic goals. Otherwise, the risk is scaling too quickly and putting the entire business at risk.”

One of the most common reasons a company goes out of business is that it expands too quickly. Stretching resources to breaking point can easily compromise coffee quality and product consistency, as well as staff morale and business viability.

How equipment and technology can assist the transition

When scaling up a roasting operation, a range of different equipment beyond roasters can help support the company during its initial growth period.

“From a practical standpoint, the ability to add modules, such as automatic feeding systems, silos, or quality control units, means that the facility can grow with you, without having to start from scratch,” Diego says. “This is a huge advantage for roasters looking to expand gradually, keeping costs under control while maintaining high-quality standards.

“One of the most interesting aspects of IMF systems is their modularity. It enables you to work with various batch sizes using the same equipment, without compromising precision or consistency in roasting,” he adds. “Whether you’re roasting a specialty micro-lot or selling higher volumes, the machine adapts effectively.”

Specialist equipment that can improve a roastery’s between-batch protocols can be equally as valuable in saving time, energy, and labour. Moving large amounts of green coffee is physically demanding, so utilising additional units like silos and auto loaders can increase capacity.

Looking ahead

When roasters scale up their operations, they typically seek a space that can accommodate immediate growth, while also considering the potential for future expansion.

Creating a plan and vision for the business is crucial to maintaining control over growth and developing sustainable goals. Working closely with experienced roasting plant designers also gives coffee brands access to knowledge and insights that could help them use investment capital more effectively. 

“Growing in the coffee industry means finding the right balance between quality, organisation, and technological innovation,” Diego says. “Thanks to my experience and reliable solutions like those offered by IMF, I’ve been able to face this evolution without compromising brand integrity.

“Scaling is possible – provided it’s done with method, vision, and a constant focus on quality,” he adds.

Moving from small-batch to large-scale roasting is a momentous opportunity for a coffee brand, but the transition comes with its own unique set of challenges.

While the obvious solution is to buy a bigger machine, investing in complementary specialist equipment to assist with the between-batches stage of production is often beneficial.

Enjoyed this? Then read our article on what roasters need to know when upgrading their facilities.

Photo credits: IMF Roasters, Better Days Coffee Company

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In turn, roasters’ margins are tighter than ever, but many continue to look for ways to add value to the products they offer. As some switch to more cost-effective yet high-quality single origins and blends, others are investing in enhanced quality control systems that maintain product consistency and improve operational efficiency.

I spoke with Kacper Ornat and Łukasz Jura at Coffee Machines Sale and Nikolai Fürst at Desarrolladores de Café about why quality control is more important than ever in today’s competitive specialty coffee market.

You may also like our article on why roasters and coffee shops need to strategise menu pricing.

Why coffee prices and business costs are rising

The surge in the C price over the last two years signifies a long overdue change in the coffee industry. Historically low coffee prices have left many farmers unable to cover the costs of production, ultimately affecting their long-term financial security.

In an industry that advocates for higher and fairer prices paid for coffee, record arabica and robusta futures should align with the values of many specialty coffee roasters and importers. At the same time, the entire supply chain feels the impact of rising green coffee costs, reshaping the buying behaviour of many businesses.

The reasons for the historic market highs are complex and interconnected. Brazil and Vietnam, the world’s top two coffee-producing countries, have seen lower yields in their harvests due to climate change and a lack of available land to expand growing areas.

Additionally, logistical challenges, like the temporary suspension of operations at ports in Djibouti (where the majority of Ethiopian coffee exports are processed), have disrupted green coffee sourcing, thereby creating a more competitive marketplace.

Simultaneously, business operating costs are increasing across the board. Energy costs are likely to rise 7% in 2025 in the US, and at similar rates in other regions, while global inflation rates have remained consistently high in a post-pandemic world.

Balancing price with quality

Roasters everywhere now face the difficult decision of balancing price hikes with retaining customers. Business operators have to quickly adapt to find new ways of managing cash flow and tight profit margins while maintaining, or ideally improving, the quality and diversity of their offerings.

“Sustained high coffee prices significantly impact profitability, making it crucial for roasters to ensure every purchased bean contributes positively to their final product,” says Kacper Ornat, the head of sales and marketing at Coffee Machines Sale, a coffee equipment distributor and supplier in Piła, Poland that offers international shipping and global support services.

“As consumers are paying more, coffee is increasingly perceived as a premium product,” he adds. “Therefore, delivering only the highest-quality beans is essential to meet these elevated customer expectations.”

As with all types of premium products, specialty coffee consumers expect a consistent minimum level of quality. Sourcing unique lots of green coffee that meet the baseline quality standards is just the beginning; shipping, roasting, packaging, and brewing are all key parts of the process to ensure a high level of quality is always met.

“When coffee prices remain high, every kilogram of green coffee becomes a more significant investment,” says Łukasz Jura, the sales manager at Coffee Machines Sale, the 2009 World AeroPress Champion, and a World Coffee Roasting Championship head judge. “This increases the financial pressure on roasters, because any inconsistency – whether in roast development, moisture content, or green coffee defects – translates into a bigger risk of financial loss.”

Roasters often operate on slim profit margins, meaning that an additional US $1/lb added to green coffee costs can have huge implications on cash flow. When accounting for factors such as shipping costs, wastage, and weight loss during roasting, the final cost of green coffee often fluctuates from the price initially paid.

Quality control methods in coffee roasteries

Roasters invest time and money in implementing strict quality control procedures across all operations in their roasteries, ranging from optimal roast profile development to proper packaging processes that preserve freshness.

“Quality control is no longer an extra you can offer; it’s a fundamental part of protecting your margins and ensuring customer satisfaction,” Łukasz says. “Tools like moisture meters, roast color analysers, and optical sorters aren’t just about precision – they’re about maximising the value of every bean.

“They help reduce waste, improve repeatability, and allow you to confidently deliver quality, even when raw material costs are at their highest,” he adds. “In short, the more you pay for green coffee, the more you need to protect that investment – and that starts with smart quality control.”

A key step in the quality control process at any roastery is sorting. This is when coffee professionals inspect and separate beans to remove defects, impurities, and foreign objects, ultimately improving the quality and flavour of the final product.

Quakers are some of the most common defects, which are usually the result of subpar coffee plant health or nutrition, or picking underripe cherries.

“Quakers are coffee beans that haven’t matured properly and contain insufficient sugar levels, which results in beans that remain pale or yellowish after roasting,” says Kacper. “Due to their underdevelopment, quakers negatively impact the final cup profile through undesirable flavours, such as grassy, peanut-like, or cereal notes, reducing overall sweetness and balance.”

The number of quakers can vary for several reasons. Natural processed coffees, for instance, are generally found to have higher amounts of quakers per batch compared to washed coffees.

Regardless of processing method, producers can take measures to minimise quaker content in various ways, such as optimising soil health, picking only ripe cherries, and floating them in water tanks.

Why investing in the right equipment is key

According to research from Scott Rao, even one quaker in a cupping sample can reduce cup score by as much as one point, making it essential to remove them.

“Removing quakers through optical sorting is essential for maintaining flavour consistency and ensuring customers consistently receive high-quality coffee,” Kacper says. “When a café fills its grinder hoppers with uniformly brown, high-quality beans, it visibly communicates to customers that only the best coffee is served.”

Traditionally, many roasters discard quakers when identified in the cooling tray. However, removing the majority of them by hand is not only laborious but also inconsistent, which risks a drop in final cup quality.

In turn, most roasters invest in automated equipment to assist the process.

“With green coffee prices elevated, maximising yield without compromising quality becomes essential,” Łukasz tells me. “Instead of downgrading or rejecting batches because of visible defects, the MINI-125 colour sorter allows roasters to precisely remove quakers, discoloured beans, insect-damaged coffee, and other foreign objects.

“This means you retain more usable volume from every bag and reduce the amount of coffee that would otherwise go to waste,” he adds. “At the same time, you protect the consistency of your flavour profiles, which is critical for customer trust, especially with high-end or subscription offerings.”

Small solutions for smaller roasters

When investing in equipment, one challenge for smaller roasters, in particular, is the lack of available space to set up machinery in a way that optimises workflow, which can lead to further issues down the line.

“Since the MINI-125 is compact and purpose-built for small to medium-sized roasteries, it can fit into existing setups without the cost or complexity of larger machines,” Łukasz says. 

The MINI-125 can also process up to 125kg of roasted or 250kg of green coffee per hour, utilising two high-resolution CCD cameras to detect quakers, defective beans, stones, and sticks.

“In today’s market, this kind of precision isn’t just an operational upgrade; it’s a competitive advantage,” Łukasz adds.

Consistency and efficiency are non-negotiable

Designing and implementing quality control processes in a roastery requires a balance of extensive coffee knowledge and high-performing technology. 

“Our green coffee must meet the highest quality standards. For years, we pre-sorted coffee by machine screen size and, in some cases, used a density table prior to manual hand-sorting,” says Nikolai Fürst, the CEO at Desarrolladores de Café, a specialty coffee roaster and education centre in Medellín, Colombia.

“Previously, sorting defective coffees by hand was very slow; we did only 5kg per person per day. But when we met Kacper through Scott Rao, we were impressed by the quality of the MINI-125 colour sorter,” he adds. “We can now process up to 100kg per person per day, representing a 1,900% increase in efficiency.”

However, effective coffee sorting isn’t as simple as investing in high-quality machinery; roasters also need to understand how to use the equipment to achieve the best results. Without the appropriate experience and knowledge, roasters can easily “over-sort” beans (especially lighter-coloured brown ones) and ultimately end up losing money. Calibrating machines can also be complicated, which increases labour costs.

How optical colour sorters work

“Most colour sorters can handle black or red beans, as well as partially black or red beans,” Nikolai explains. Overripe cherries, over-fermentation, or fungal damage can lead to black beans, whereas red coffee beans are often referred to as “sours” or “partial sours,” indicating an issue at the fermentation stage.

“The MINI-125 colour sorter takes it further, sorting and removing insect-damaged beans, which appear as tiny black spots inside the coffee,” Nikolai adds. “It’s also user-friendly; you don’t need years of experience to operate it.

“The process is simple: take a photo of both high-quality and defective beans, let the AI module categorise them, adjust key settings like sensitivity and defect size, press a few buttons, and it’s ready to sort your coffee.”

Additionally, the sorter includes smart technology and machine learning, meaning that it continuously optimises the process to improve consistency and efficiency. 

Nikolai adds that the Coffee Machines Sale team also provides global after-sales support with dedicated technical assistance and training services.

“A few video call sessions with Kacper are enough to become proficient at using the machine,” he says.

The price gap between commodity and specialty-grade coffee is narrower than ever, meaning roasters have an opportunity to highlight their high-quality lots. Marketing and branding can only do so much, though; it ultimately comes down to consistent quality control.

Access to equipment like optical sorters that support those goals has never been better, helping streamline processes, improve efficiency, and increase customer satisfaction – all of which are essential in the current landscape of the coffee industry.

Enjoyed this? Then read our article on how smaller roasters can mitigate risk.

Photo credits: Coffee Machines Sale, Blackbird Coffee

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For coffee shops, in particular, margins are tighter than ever. Many are facing the difficult decision to raise their retail prices, seeking new ways to streamline operations and manage cash flow more effectively.

One solution is roasting coffee in-house. Although this gives café operators more oversight over their supply chains, there are still key considerations to factor in.

I spoke with Dajo Aertssen at Cafés MUDA and Jens Crabbe at MOK Coffee about their experience working with Stronghold machines.

You may also like our article on how automation can make the coffee sector more productive.

Rising coffee prices have become unavoidable

Over the last two years, green coffee prices have risen rapidly, with no definitive end in sight. In early February 2025, arabica futures surged to US $4.41/lb, their highest-ever levels, and have remained above US $3.50/lb in the weeks since.

The situation is the result of a complex web of interconnected factors, but is primarily attributed to the world’s two largest producers of coffee, Brazil and Vietnam, experiencing ongoing climate-induced supply shortages. Compounded by historically low global stockpiles, these disruptions in major producing countries have resulted in significant price hikes.

Sensing opportunity in this scarcity, commodity brokers and speculative investors have increasingly bet on continued price appreciation, further accelerating market volatility.

Green coffee has rarely been a product that offers roasters a high markup, but in a post-pandemic world, profit margins have become thinner as costs increase across the board – from labour to energy to packaging.

“Everything keeps getting more expensive, which is normal, but now it’s happening at a faster rate,” says Jens Crabbe, the founder of MOK Coffee, a specialty coffee roaster in Brussels, Belgium, which uses a Stronghold S9X machine. “Historically, coffee is a cheap product compared to tea, beer, and other alcoholic beverages, so it’s a necessary price increase; coffee is undervalued as a commodity.”

Because of its historical association with being a cheaper product, however, some consumers are reluctant to adjust to price increases.

“People who don’t want to pay higher prices might complain about paying a couple of Euros more for an excellent coffee, but will spend the same amount more on a can of craft beer, which is faster to make, probably locally made, and historically more expensive,” says Jens.

This ultimately puts roasters and coffee shops in precarious positions, striking a balance between absorbing and passing on additional costs.

Why more café owners are roasting their own coffee

Price volatility is becoming a lasting reality for the coffee industry. A recent UN report asserts that the residual impact of high coffee prices could affect consumers for the next four years, foreshadowing a significant shift in their behaviour. For many, visiting a coffee shop may become less of an affordable luxury, as they pivot to at-home consumption to manage monthly budgets.

Café owners inevitably have to make difficult decisions. With margins already slim, they will need to pass on some of the additional costs to consumers and find new ways to streamline operations.

One option is to start roasting coffee in-house, rather than relying on wholesale suppliers. While this decision allows businesses to have more control over their supply chains, it also comes with a number of crucial factors to consider before making the transition.

First and foremost, café operators need to look beyond the immediate impact of high coffee prices and understand how roasting can be integrated into a long-term vision for their business.

“Cafés that want to roast in-store shouldn’t do it because of price alone,” Jens tells me. “If your only motivation to roast yourself is because it’s cheaper, then it’s the wrong part to focus on. You also need to create added value to your business and the customer experience in their shop.

“Café owners should still take responsibility to learn if they want to become coffee roasters,” he adds. “Technology certainly helps, but you need to learn how to do it firsthand.”

Switching from wholesale suppliers to roasting in-store is a significant transition, but with it comes a greater connection to the product itself. Café operators are able to exert more control over their supply chains and the quality of the coffee they serve, empowering them to make more effective business decisions that streamline operations and improve efficiency.

Moreover, establishing closer relationships with producers, importers, and exporters adds more value to the wider supply chain, which can be marketed and communicated to consumers.

How in-store roasting impacts operations

Naturally, switching from buying roasted to green coffee has a number of implications for business owners. Not only is green coffee lower in cost per pound when compared to buying wholesale roasted coffee, but price volatility can also be easier to manage. Café owners are able to oversee the costs of green coffee directly, bypassing the additional costs from wholesale retailers, which would inevitably have to be absorbed or passed on to consumers.

As a result, business operators have more control over their cash flow management, although green coffee sourcing still requires careful planning.

“We, like every other company, have been faced with higher operating costs, says Dajo Aertssen, the CEO and head of coffee at Cafés MUDA, a specialty coffee roaster in Lille, France, and the official distributor of Stronghold machines in France, including sustainable roasters designed for in-store use.

“We buy or select our coffees around six months before we actually release them, when they’re still with the producer after drying,” Dajo adds. “This helps us plan ahead and not have to buy spot coffees that suddenly become more expensive because they’re more closely related to the C market. We have direct contact with producers, fix the prices outside of the C market, and work with them long term through importers that handle the logistics.”

Roasting your own coffee also diversifies revenue streams, which, as cash flow becomes tighter, has never been more important. Selling in-house roasted retail coffee often results in higher long-term profit margins compared to stocking wholesale coffee bags, building more resilience to weather future market challenges.

Finding long-term success with in-house roasting

The transition from café owner to roaster is a major one that comes with its own unique challenges and opportunities. Investing in a roasting machine, as well as the associated necessary equipment (such as green and roasted coffee storage silos) presents significant upfront costs, but coffee shops are likely to recoup the investment if they adopt a strategic approach to in-house roasting with a long-term vision.

“Within a year or two, many business owners are looking for a different machine, and it’s already a big investment,” Jens says. “If you buy a machine that’s too small, it could hurt you down the line. You have to roast for all of your B2C orders, so imagine if you want to take on B2B clients; buy the biggest roaster that you can.”

Historically, cafés roasting their own coffee might experience an initial dip in quality, as business owners and experienced baristas grapple with honing their roasting skills and knowledge. 

Today, meanwhile, modern roasting technology has largely helped eliminate this issue, automating and controlling the process. Roast profiles can be easily adjusted, which helps reduce waste, manage labour costs, and maintain quality standards during the transitional period.

“You should be able to leave the machine to roast by itself, which links back to the overarching point: you want to roast in store because you want to have more control over what you’re serving,” Jens says. “Roasting in store allows you to be more connected to your product and figure out your own style.

“Stronghold machines are intuitive; you can set the profiles to roast coffee automatically,” he adds. “The infrared sensors, which are more sensitive than probes, accurately display the bean surface temperature. Moreover, there are three heat exchange systems, which give the user more control over the process.”

Investing in equipment

Given the large upfront investment to buy roasting equipment, café owners need to select cost-effective, efficient models.

“Stronghold provides a separate smoke filter, so you don’t need to install a ventilation system,” Jens says. “If you need to start installing pipes, then you also need licenses, so they are low entry for roasting in-store. 

“They’re also electric, so it’s cleaner energy and creates a safer working environment,” he adds.

The ultimate goal should be to manage costs and diversify revenue streams, bolstering long-term business growth.

“We bought the S9X around six months ago to be more efficient in our workflow at the roastery, and it’s been a game changer for us. It’s easy to clean and use, and it helps us decrease labour costs and focus on developing and updating profiles,” Dajo tells me. “Once we’re happy, the machine replicates them, which reduces our labour costs and allows us to be more flexible with our wholesale coffee prices.”

Sustained high coffee prices signal a new era for the industry, and coffee shop operators are finding new ways to adapt and offset the costs. Roasting their own coffee in-house is proving to be one of the most effective strategies.

Although it requires significant investment and skill learning in the beginning, innovative new machines and technologies are helping café operators streamline their transition into in-house roasting, reducing labour costs and maintaining quality standards.

Enjoyed this? Then read our article on why some roasters are switching to electric machines.

Photo credits: MOK Coffee, Stronghold

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But as market competition grows fiercer, connecting with new audiences and adding value to menu offerings becomes more challenging. Rising coffee prices and inflation rates only intensify these issues, meaning roasters must market their coffees more effectively, especially when it comes to high-end micro lots and award-winning coffees.

These premium offerings require a more strategic approach to storytelling and customer engagement. I spoke with Weihong Zhang, 2024 US Brewers Cup Champion and the founder of BlendIn Coffee Club in Houston, Texas, to learn how his team curates and communicates the value of exceptional coffees.

You may also like our article on why coffee shops need to focus more on milk quality.

Despite rising costs, demand for exceptional coffee is growing

Over the past year, green coffee prices have surged, reaching record highs in February 2025. To manage cash flow effectively, roasters need to pass some of these additional costs onto consumers, especially while global energy and food prices remain high. 

A recent UN FAO report projects that up to 80% of rising coffee costs will reach EU consumers within 11 months and US consumers in just eight months. The effects are expected to last for four years, signalling that further increases are ahead. Recent US tariffs will only drive prices higher in the coming weeks and months, too.

For roasters and importers, this means staying agile and adaptable is more important than ever – often through diversifying origins to balance quality and cost. Some roasters, such as BlendIn Coffee Club, a specialty coffee roaster that operates two cafés in Houston, Texas, have long served premium coffees, helping market and drive demand for high-end varieties like Gesha. But the roaster also diversifies its offerings to balance quality and price accessibility, sourcing from a range of origins.

New opportunities for roasters

As the C price has risen, the gap between specialty and commercial-grade coffee has narrowed. This presents an opportunity for specialty roasters to attract new customers who are now willing to spend slightly more for significantly better quality coffee.

Data from the 2024 Specialty Coffee Transaction Guide demonstrates that the demand for high-quality coffee remains strong, even amid price pressure. The report shows that the median freight on board (FOB) price for 84+ lots under 1,000 lbs rose from US $4 to US $5/lb between 2018/19 and 2023/24.

Many consumers will also shift their buying behaviour to adapt to higher retail coffee prices, with an increase in at-home consumption expected. Specialty coffee roasters can then leverage the opportunity to grow their retail and e-commerce channels with high-end offerings for home brewers.

Global markets are driving demand for high-end micro lots

In mature specialty coffee markets like North America, Europe, Australia, and Japan, consumers are accustomed to paying more for quality – and consumption continues to rise.

Meanwhile, specialty coffee is booming in major cities across Southeast Asia, Eastern Europe, and the Middle East. In Shanghai, for example, there has been an explosion of high-end cafés in recent years.

“I travel a lot to cities like Tokyo, Taipei, and Shanghai, and the specialty coffee scene has been growing rapidly in these places,” says Weihong Zhang. He is the 2024 US Brewers Cup Champion, notably winning with a decaf coffee, and the founder of BlendIn Coffee Club. “In Shanghai alone, nearly 70% of cafés now serve Gesha, which signifies the value that consumers increasingly place on status, quality, and exclusivity.

“As a US roaster, we get frequent requests from Asian buyers to ship them high-quality coffees through our international connections.”

Weihong attributes this growth to the growing consumer appreciation for coffee as an artisanal product. Consumers increasingly want to know about origin, processing, and varieties – as well as how these factors contribute to flavour and value.

BlendIn’s participation in high-profile auctions like Best of Panama – where coffees fetch record-breaking prices – underscores this. But more importantly, the brand uses its auction coffees to help educate and inspire customers.

“It’s becoming more and more important for roasters to choose the right platform for these coffees to drive consumer interest in quality and their understanding of why these lots cost more,” Weihong says.
The roaster’s Auction Series is a curated lineup of rare, competition-grade coffees offered in limited quantities through BlendIn’s cafés and online shop, tapping into the demand for ultra-rare and premium coffees.

Introducing exceptional coffees to customers

As interest in competition-winning coffees grows, roasters have an opportunity to stand out by offering more immersive, educational experiences.

“Roasters are working more closely with producers to develop distinctive flavour profiles that reflect terroir and variety,” Weihong says. “We’re seeing more unique varieties like Wush Wush, Sidra, Laurina, and Ethiopian landraces such as 74158, 74110, and 74112 becoming more common in cafés, alongside classic high-end coffees like Gesha. 

“These coffees offer clarity and complexity that stand apart from commercial-grade offerings. What ultimately makes high-end coffees truly valuable is their unique origin, the producer’s craft, and the scarcity that comes with exceptional terroir.”

Emphasising flavour

Weihong’s own coffee journey began with a moment of flavour discovery.

“Back in 2015, I had this ‘aha’ moment with a cup of Kenyan coffee; I didn’t know coffee could taste like that. It was like blackberry with brown sugar: intense, vibrant, and so clear. That one cup made me want to learn everything about coffee. The more I explored, the deeper my passion grew.”

Because many of these lots are small in volume and taste different from traditional profiles, BlendIn focuses on customer education and transparency.

“Customers often ask, ‘Why is this coffee so expensive?’ We explain that it’s rare – used in or awarded at competitions – and not something you can easily find. Our baristas are trained to dial these coffees in properly and share that knowledge with customers. That way, they can learn how to brew it at home and what kind of flavours to expect. It creates a more meaningful experience around the cup.

“With higher-quality coffees, you don’t usually get dark chocolate notes because of the lighter roasting profiles. Instead, you get floral aromatics and more citric acidity,” he adds. “If someone’s not used to that, our baristas help guide the experience so the acidity becomes juicy and balanced, not sour.”

How can roasters showcase unique coffees?

In a café setting, design and service play a big role in how exceptional coffees are perceived. At BlendIn Coffee Club, high-end offerings are served at a dedicated slow bar, where baristas can engage more deeply with customers.

These coffees are also served in a special set of drinkware, including the Origami Sensory Cup that Weihong has used in competitions, to enhance aroma, texture, and overall sensory clarity. Every element is designed to reinforce the idea that these coffees are different and worth savouring.

Weihong explains how BlendIn also takes a collaborative approach to sourcing rare coffees – something that the roaster communicates to customers.

“We participated in the 2024 Best of Panama auction and successfully bid on three incredible lots,” he tells me. “We won GN-07 Absolu Adaura from Adaura Coffee at US $1,804.88/kg, GN-18 La Higa Private Reserve Janson Gesha from Janson Coffee at US $822/kg, and GW-17 Flair Gesha Washed from Mil Cumbres at US $569.65/kg. These lots were split with two other roasters – oma Coffee Roaster in Hong Kong and Archers Coffee in the UAE.

“This kind of collaboration helps make ultra-rare coffees more accessible for all of us. It also prevents unnecessary competition in the same local market and introduces our brand to new international audiences. Now, customers in Houston, Hong Kong, and Dubai can experience the same lot in different ways.”

Generally speaking, auction and competition-winning coffees are only available in small quantities, making them less accessible to consumers. Weihong tells me that BlendIn Coffee Club aims to bridge this gap through transparency by integrating education into its service model for all coffees.

Ultimately, this knowledge sharing can help customers feel more connected to these coffees and provide direct insight into the work that roasters and baristas are so passionate about.

Leveraging industry events

Beyond cafés, industry events offer roasters a chance to showcase their finest coffees and expand their brand presence.

At the 2025 Specialty Coffee Expo in Houston, BlendIn Coffee Club will feature coffees from 12 producers around the world at booth 840. Each lot will showcase a different region, process, or variety.

“What makes this year even more special is that several of the producers are joining us in Houston,” Weihong says. “It’s rare for consumers and industry professionals in the US to hear directly from the people growing these coffees, so we’re excited to host side-by-side tastings and share the stories behind each lot. It’s not just about showcasing great coffee; it’s about building real connections between origin and cup.”

Exceptional coffees continue to define the upper edge of specialty coffee, raising quality expectations and pushing the boundaries of flavour. 

But simply serving these coffees isn’t always enough to introduce them to consumers, especially more “traditional” drinkers. By leveraging different platforms, roasters can make sure these unique lots stand out.

Enjoyed this? Then read our article on how demand for micro lots is shifting.

Photo credits: BlendIn Coffee Club

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