The two-day forum will attract thousands of international coffee professionals – including roasters, traders, and baristas, as well as producers. Alongside an extensive line up of lectures and panels, attendees can also take part in a number of workshops and cupping sessions.

Furthermore, for the first time ever at the event, PRF will host the Global Roasting Contest – a competitive, world-class roasting championship sponsored by European green coffee trader !FEST Coffee Mission.

Read on to learn more about the Global Roasting Contest, its unique judging format, and how you can apply.

Learn more about PRF El Salvador here.

What is the Global Roasting Contest?

PRF is a world-leading coffee event held each year in Latin America. Its focus is to drive green coffee sales and highlight Latin America as a leading international knowledge centre for the coffee industry.

Each year, PRF hosts the two-day forum in a different origin country, and brings together thousands of coffee professionals from around the world.

As well as speeches, lectures, panels, workshops, cuppings, and more, PRF El Salvador will feature its first-ever roasting competition – the Global Roasting Contest.

Julio Guevara is the Director at PRF.

“The Global Roasting Contest will bring a number of coffee professionals together on a competitive yet accessible platform,” Julio says. 

The overall aim of the Global Roasting Contest is to create a coffee roasting competition unlike anything else the industry has ever seen. It will showcase the skills and talents of roasters and coffee professionals from around the world.

Its unique judging format – which includes a final assessment round where all PRF El Salvador attendees have the chance to vote for their favourite coffee – is unprecedented in the global coffee industry. Moreover, this one-of-a-kind setup will mitigate judging fatigue to assess samples more equitably and democratically.

Who can apply?

The competition is open to any coffee professional with a minimum of two years’ roasting experience. As well as head and assistant roasters, green coffee quality control and cupping professionals, Q-graders, traders, producers, and baristas are also able to participate – with a specific focus on encouraging women and professionals from origin countries to take part.

As both equipment and coffee will be provided, the Global Roasting Contest requires little upfront investment from competitors – making it more accessible to a broader range of people.

“It’s PRF’s aim to showcase not only the high-level skill of roasting, but to also encourage producers to utilise this skill, too,” Julio says. “Roasting can help producers to understand their product more, which can open up many more opportunities for them.”

PRF El Salvador will also host the 2023 Cold Brew Championship from 16 to 17 March, which will be sponsored by Toddy. As well as this, PRF will co-host the 2023 Salvadoran Barista and Brewers Cup Championships.

Introducing the Global Roasting Contest sponsor

The Global Roasting Contest is sponsored by !FEST Coffee Mission, who will supply green coffee samples for the competition.

Dimitri Slukin is the CEO and green buyer at !FEST Coffee Mission.

“We are a specialty green coffee sourcing company from Ukraine,” he says. “We help to create direct trade relationships between producers and roasters.

“As part of this, we also provide full transparency on the prices paid for coffee and agricultural practices that farmers use, as well as all information about our coffees and the producers who grow them,” he adds. “We take a direct trade approach and value our long term working relationships, and PRF allows us to do both: to establish new connections and to strengthen our existing relationships.

“We want to act as a direct link between producers and consumers, so sponsoring the Global Roasting Contest was in line with our vision,” he continues.

What are the rules of the Global Roasting Contest?

The Global Roasting Contest will be a high-level, accessible, inclusive, engaging, and interactive roasting competition open to a number of highly-skilled coffee professionals from around the world. This includes roasters, Q-graders, green coffee traders, cupping professionals, and producers.

“We want to highlight the importance of sample roasting – a skill that almost everyone working with green coffee needs to learn, including producers, Q-graders, exporters, importers, and roasters,” Julio says.

As part of the competition, participants will roast one 500g green coffee sample provided by !FEST Coffee Mission on Aillio’s Bullet Roaster R1 V2 – which the winner will also receive as a prize.

Who can participate?

• At least eight coffee professionals will take part in the competition.
• Participants need to have at least two years’ roasting experience, and also need to have experience working with a wide range of roast profiles.
• The competition is open to international applicants.
• Applicants should be able to cope well under pressure and in a competitive environment.
• Participants need to have a PRF El Salvador ticket.

How does the competition work?

• Successful applicants will be able to experiment with the Aillio Bullet Roaster one day prior to the event (on 15 March 2023) at the Salamanca Exhibition Centre.
  • Competitors will need to show venue staff their PRF ticket and confirmation of participation to gain entry.
• The competition will take place on 16 and 17 March 2023, with all coffees roasted on day one and all coffees judged on day two.
• Each competitor has 30 minutes to roast one 500g sample of green coffee supplied by !FEST Coffee Mission.
  • All green coffee samples provided are identical.
  • All competitors receive samples – and thereby know which coffees they will be roasting – before the contest takes place on 16 March.
  • PRF attendees can watch competitors take part in the contest.
• For the second judging round, all roasted samples will be left to degas overnight.

How will the roasting samples be judged?

The Global Roasting Contest judges will be Dimitri Slukin, Ola Brattås, import and roastery manager at Kaffebrenneriet, and Marjorie Canjura, Quality Evaluation Programme lecturer at Coffee Quality Institute.

• On the morning of 17 March, the judges will review all samples, then choose the best four samples to proceed to the next round.
• These four samples will then be served at the Brew Bar from 15:00 to 17:00 using a ratio of 55g/l. 
  • The samples will also be prepared using the same brew temperature and method, as well as grind size.
• As part of the competition’s unique final assessment round, all PRF attendees will be invited to taste all four samples at the Brew Bar.
  • Attendees need to show their PRF ticket at the Brew Bar to try the competition coffees.
  • Anyone who tastes the samples can anonymously cast a vote for their favourite coffee.
• PRF will announce the sample with the most votes as the winner at 17:00 on 17 March 2023.
• The winner will receive an Aillio Bullet Roaster R1 V2.

The unique judging format of PRF’s Global Roasting Contest is unprecedented in the global coffee industry – allowing all event attendees the chance to engage and take part in the competition. 

PRF attendees can also watch participants compete and roast coffee samples, creating an interactive competition experience for all visitors.

How can I apply?

The Global Roasting Contest will be a groundbreaking coffee competition. Its unique judging format will encourage participation from a wide range of international coffee professionals, with a focus on highlighting and showcasing world-class roasting skills.

All PRF attendees with a minimum of two years’ roasting experience are welcome to apply. Applicants need to fill out this form, and must also ensure they are already attending PRF El Salvador.

A panel of industry experts will review all applications, who will select a minimum of eight successful applicants.

PRF El Salvador will take place at the Salamanca Exhibition Centre in San Salvador on 16 & 17 March 2023.

To find out more about tickets for the Sourcing Trip Experience, a separate package which also includes a ticket to the two-day PRF event, you can find more information here.

You can stay up to date with all announcements for PRF El Salvador here, or by subscribing to the newsletter here. 

Photo credits: Sergio Gonzalez, Aillio, !FEST Coffee Mission

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In line with this, we have recently seen more and more coffee businesses create roast profiles for milk-based beverages. In essence, these roast profiles allow the coffee’s characteristics to shine through, while also ensuring that its flavours pair well with different types of milk.

So, how can you develop roast profiles for milk-based coffee beverages, and what are the benefits of doing so? To find out, I spoke with co-owner of Edison Coffee Co. in Texas, US, James McWhorter, and green buyer at Roast House Coffee in Washington, US, Aaron Jordan. Read on for more of their insight.

You may also like our article on whether we should weigh milk in coffee shops.

Why are milk-based coffee drinks so popular?

Consumers around the world have enjoyed milk-based coffee beverages for decades. In its 2022 Fall National Coffee Data Trends report, the National Coffee Association found that lattes and cappuccinos are among the top three most popular drinks in US coffee shops. 

“Although more customers are ordering pour overs and batch brew at our café, milk-based drinks (usually between 12oz and 16oz, or 354ml and 473ml) make up the majority of orders at our coffee shops and tasting room,” James tells me.

“In part, this is a result of the growing number of high-quality plant milks,” he adds. “Furthermore, milk-based beverages are generally more palatable to people who are trying specialty coffee for the first time.”

Aaron points out that seasonal beverages also help to boost the popularity of milk-based drinks in coffee shops.

“Many specialty cafés have their own seasonal milk-based drinks,” he says. “For example, the pumpkin spiced latte can be found on many specialty coffee shop menus during autumn.”

Why do coffee roasters develop profiles just for milk?

“For a long time, roasters have mainly focused on roast profiles for espresso and filter,” Aaron says. Some roasters also create omni roasts, which have been developed to be used as either espresso or filter.

In recent years, more roasters have developed roast profiles which are specifically designed to be used as espresso for milk-based drinks. Essentially, these roast profiles ensure that the coffee’s flavours are expressed in a way which is complementary to the natural sweetness and creaminess of milk.

For example, Ethiopian or Kenyan coffees roasted to lighter profiles tend to be brighter and have more floral and fruity flavours. Ultimately, this means that milk could overpower these more delicate tasting notes – or even result in sour and unpleasant flavours. In turn, many consumers often prefer these coffees to be served without milk, including as espresso or pour over. 

This has led some roasters to develop blends or single origin coffees designed to pair well with different milks. Typically, these coffees will have more traditional flavour notes, such as chocolate, nuts, and caramel. 

So, how do you roast coffee for milk?

When creating a roast profile which is tailored specifically to pair with milk-based drinks, it’s essential to understand how the coffee’s flavours will interact with the milk.

Origin is an important factor to consider. Generally speaking, Central or South American coffees have more moderate acidity levels and more balanced flavours of chocolate, nuts, and fruit compared to African coffees, which tend to be more bright and dynamic.

These flavours and characteristics are largely a result of the terroir which the coffee is grown in – including elevation, climatic conditions, and quality of soil.

In general, coffee grown at lower elevations in warmer climates will usually be less acidic and have more chocolate and earthy flavour notes. Meanwhile, coffees grown at higher elevations in cooler climates will have more acidity, as well as more fruit-forward tasting notes.

“A coffee with low acidity and base flavour notes of chocolate, caramelised sugar, and nuts will pair well with milk,” James explains.

James and Aaron both say that while many roasters often prefer to use blends for their milk-based drinks, single origins can also work well – although the flavours must be balanced.

“A light, vibrant, and fruit-forward single origin coffee can add complexity and juiciness to a milk-based drink,” Aaron tells me. “However, a more developed, rich, and smoky blend can create more balance of flavours.”

Processing is another crucial consideration when developing a roast profile for milk-based beverages. Each processing method has its own unique effect on coffee flavour, which can ultimately influence the brewing method, too.

“If you want to serve a fruity and complex cappuccino, we recommend using a natural or honey processed coffee,” Aaron says. “However, if you want more of the chocolate and caramel flavours to shine through, we recommend using a washed coffee from Latin America.”

This is because natural and honey processing methods allow the sugars to develop more, leading to more fruit-forward and intense flavours. Washed processing, meanwhile, results in cleaner and brighter flavours.

In turn, some roasters use a blend of processing methods for their milk-based beverage roast profiles, which can create more balance and well-rounded flavours.

“All processing methods have their place to be used as milk-based beverages,” he adds.

The roast profile itself is also important to factor in, as coffees taste different as light, medium, or dark roasts.

James tells me that choosing a roast profile is largely dependent on a number of variables, including origin, bean density, and the characteristics of the coffee that you want to highlight. The latter can include acidity, sweetness, bitterness, body, and aftertaste.

As milk-based coffee beverages contain espresso, it’s essential that roast profiles for these drinks are developed with this in mind. Espresso extracts much more quickly than it does with filter coffee, which can increase the likelihood of underextraction. This can result in more sour and acidic-tasting coffee, which often doesn’t pair well with milk.

To combat these issues, some roasters opt for medium to dark roast profiles so that the coffee can be more easily extracted.

“Solubility is very important for espresso,” James says. “We typically use longer and more developed roast profiles for espresso compared to filter coffee.”

This allows more of the sugars to caramelise and fully develop – creating more complementary flavours to pair with a range of milks.

Tips and advice for roasters

It’s evident that roast profiles for milk-based drinks help to improve overall beverage quality, but how can roasters get the best out of them?

“We experimented with filter roast profiles for espresso,” James says. “It was difficult to dial in the coffee as espresso, and it was also too acidic and the flavours weren’t able to cut through larger milk-based drinks.

“Over time, we developed an espresso roast profile that emphasises the positive attributes of the blend,” he adds.

Aaron, meanwhile, says that it can be easy for roasters to not focus on consumers’ preferences when developing these roast profiles.

“Not every roaster has the same clientele with the same flavour preferences, but if we are looking to create a more accessible specialty coffee industry, then roasters need to consider what their customers want, too,” he says.

“When developing your milk-based beverage roast profile, you need to keep in mind how it is going to be consumed,” James agrees. “Moreover, you need to be willing to step outside of your comfort zone and try something new.”

Roasters also need to be mindful of the different types of milk in their coffee shops when developing milk-focused roast profiles.

The rise of dairy alternatives has been impossible to ignore in the specialty coffee industry, including the recent 2023 World Barista Championship rules and regulations change which allows competitors to use them in their milk beverage routines.

As dairy alternatives tend to be less creamy and rich than cow’s milk, roasters need to take this into account when developing a specific roast profile. However, the flavours and textures of different plant milks can vary somewhat, which may affect how the coffee is roasted.

For instance, oat milk has more neutral flavours than soy or coconut milk, so lighter roast profiles may work best, whereas darker roasts can more easily cut through the prominent flavours of soy and coconut.

For many roasters, roasting for milk-based beverages is becoming more and more common. Not only do these roast profiles make sure the flavours in a coffee complement the milk – no matter which type you use – they also help to improve overall beverage quality.

Ultimately, to create a roast profile which works best for them, Aaron recommends roasters to start with an end cup profile in mind for their milk-based drinks.

“Develop a profile accordingly, then roast, taste, adjust, and repeat,” he concludes.

Enjoyed this? Then read our article on the evolution of milk foaming technology in the coffee industry.

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However, despite this recent trend, it’s fair to say that the specialty coffee sector has largely favoured single origins for some time. This is for a number of reasons, but mostly because single origins are generally more traceable and associated with higher quality.

So, considering the growing preference for blends, it leads us to ask a pertinent question: how exciting can blends be for the specialty coffee sector?

To find out more, I spoke with the Head of Coffee at Coffee Planet, Cleia Junqueira, and founder and co-owner of Metropolis Coffee, Tony Dreyfuss. Read on to find out what they had to say about specialty coffee blends.

You may also like our article on whether blends are becoming more popular in specialty coffee.

Single origins vs specialty coffee blends

Before we break down blends, we must first understand single origins and the differences between the two.

In simple terms, single origin coffees are sourced from one location – which can range from one country to one farm to a specific plot of land on a farm. Depending on the size of the plot, these can also be known as micro or nano lots.

Consequently, this means these coffees have more unique flavour profiles which express the characteristics of the terroir in which the coffees were grown, which includes altitude, soil quality, and climatic conditions.

For the most part, specialty coffee roasters and coffee shops have long since associated single origins with higher quality. The growing consumer demand for more traceable and ethical coffee has also had a role to play.

However, blends have been a part of the coffee industry since its beginnings. It’s believed that some of the first commercial blends included coffees from Yemen and Java. The former, which tends to be brighter and more well-rounded, would often be paired with heavier-bodied and more chocolatey coffees from Java – creating a more balanced-tasting coffee.

A blend contains two or more coffees, which can be combined before or after roasting – although the latter is often recommended to ensure even roast profiles. 

No matter which coffees are used in a blend, they should be complementary to one another. For example, pairing a bright and acidic Kenyan coffee with a sweet and more fruit-forward coffee from Honduras can result in more overall balance. 

Balancing flavour is important – and as well as in coffee, it has long been cited as an important factor in gastronomy, too. Cordon Bleu, one of the world’s leading culinary schools, explains that balancing flavour “is both a science and [an] art, based on professional training, intuition, and experience”. 

Innovation with specialty coffee blends

We typically associate blends with more traditional coffee drinkers who prefer consistency and more classic flavours like chocolate, nuts, and caramel. However, over the past year, more and more WCC competitors have been using blends – especially in the World Barista Championship (WBC) and World Brewers Cup (WBrC).

For many coffee professionals, these competitions are a platform to promote excellence and innovation in the coffee industry. In line with this, the majority of competitors choose to include single origin coffees as part of their performances, but the use of blends was most noticeable at the 2021 WBC and WBrC.

For instance, the 2021 World Brewers Cup Champion Matt Winton used a 60:40 blend of naturally processed Coffea eugenioides from Finca Inmaculada in Colombia and washed Catucai from Hacienda La Florida in Peru. 

In his winning routine, Matt explained that when combined into a blend, the coffees produced more unique flavour notes like guava and raspberry, and created “a dance between acidity and flavour, body and sweetness – all the way from hot to cold”.

Meanwhile, Andrea Allen and Hugh Kelly, who respectively placed second and third in the 2021 WBC, both used blends which included eugenioides. In her routine, Andrea explained that eugenioides has very little acidity, but contains a high number of complex sugars, which led her to blend eugenioides with a Gesha in her espresso category.

In his routine, Hugh used a 50:50 blend of eugenioides and liberica for his milk-based beverages to bring out more of the coffees’ tropical notes.

At this year’s WBC, Japanese competitor Takayuki Ishitani – who placed fourth – used a blend of robusta and an anaerobic fermented Gesha. In his routine, Takayuki explained that this helped to balance the flavours and textures of the two coffees.

Why do roasters sell blends?

For the most part, blends have been used by many roasters to create more consistent and traditional flavour profiles, as well as controlling costs.

“Blends are [often] created for a specific kind of customer,” Tony – who took part in a PRF Colombia panel on why blends are so important to the coffee industry – explains. “As a roaster, blends allow me to layer different flavours and textures to create a bespoke product that can be marketed in a way that aligns with the brand’s values and ethos.

“The business then has a signature product which was created just for them,” he adds.

Seasonality is also an important consideration for roasters when creating blends. As it is seasonal, coffee is only available from certain origin countries at different times throughout the year, which means freshness also needs to be accounted for. However, it also means that a coffee’s sensory properties will always be slightly different from harvest to harvest.

In line with this, roasters can use blends as a way of creating repeatable and consistent flavour profiles. With the right approach, it’s possible to achieve consistency for any blend throughout the year.

Cleia, who tells me she works with more than 70 blends throughout the year at Coffee Planet, emphasises that paying attention to the acidity levels, balance, body, and flavour notes in each coffee is vital, as these characteristics can change within a few months. 

“When you create blends, you have more flexibility, and you can create a more consistent-tasting product with a lot of value,” Cleia says. “Ultimately, with blends, the possibilities for roasters are infinite.”

So do specialty coffee blends help the industry?

It’s clear that blends have a number of benefits, especially for roasters and more traditional coffee drinkers, but how much value do they provide to the specialty coffee sector?

According to Tony, blends are an essential part of the coffee industry’s overall growth.

“Blends, when done well, can be used by roasters to show consumers that they understand their needs and preferences,” he says. “We need to listen to customers and create blends for them, not for ourselves. 

“In doing so, we can grow the industry outside of an echo chamber,” he adds.

But ultimately, blends may become more of a necessary part of the specialty coffee sector, especially with the threat of climate change continuing to grow.

Experts predict that even if global carbon emissions are reduced in line with current commitments, coffee production will still rapidly fall in countries which account for around 75% of the world’s arabica supply. And with arabica accounting for around 70% of the coffee market, this puts many farmers at risk of becoming more economically vulnerable.

In line with this, adding higher-quality fine robusta to blends could be a solution, as well as using other coffee species which currently have very little market share. However, production volumes of the latter would need to increase significantly for this to happen, as they are currently too low to sell on a wider commercial scale.

Ensuring traceability and sustainability

When it comes to specialty blends, arguably one of the biggest concerns for both roasters and consumers is maintaining transparency across the supply chain. Now more than ever, consumers want to know where their coffee comes from and who produced it.

Historically, this has been more difficult with blends than for single origins, but there are a number of ways to combat these issues. Naturally, collecting data for traceability begins at origin, and more work needs to be done to support producers in storing this information – and it needs to be easier to make it available to other supply chain actors.

In turn, this could also mean that farmers receive higher prices for coffees which are sold as components of blends, as these could be traced as far back as an individual plot of land – thereby potentially adding more value.

“Producers grow a lot of different coffees,” Tony says. “The highest-quality coffees are typically sold as single origins, but this is a relatively small amount of coffee sold to a more niche market. 

“The rest of the producers’ coffee is often mixed together and sold as blend components,” he adds. “For many farmers, this accounts for the majority of the coffee they sell.”

If grown using agricultural best practices, these coffees are likely to be high quality and have many desirable characteristics. However, recognition and transparency for farmers does need to be improved for blends.

“Producers deserve more recognition for these coffees, as well as a fairer price,” Tony tells me. “To label these coffees as inferior to specialty does a disservice to both the coffee itself and the producer.” 

Whether a coffee is sold as a single origin or as part of a blend, traceability is a key factor. Roasters and green coffee buyers are clearly now expected to acquire, verify, and communicate this information accordingly.

“The specialty sector clearly enjoys more high-end coffees, but in order to be sustainable and to continue selling high-quality coffees, we also need to keep growing and selling less exclusive coffees,” Cleia concludes.

Blends have been a staple of the coffee industry for centuries, and will continue to be for the foreseeable future. 

As part of this, it’s also evident that blends are becoming a vehicle for innovation in specialty coffee – and we’re seeing more high-quality, exclusive coffees used as part of them.

Whatever happens, in the years to come, it will become apparent just how important they are for driving the specialty coffee industry forward.

Enjoyed this? Then read our article on whether coffee roasters should add robusta to blends if arabica prices increase again.

Photo credits: Coffee Planet, Tony Dreyfuss, Jordan Montgomery

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The first decaffeination process was used almost 120 years ago by German coffee merchant Ludwig Roselius. In 1903, he created the first commercial batch of decaf coffee. Since then, decaffeination methods have evolved and changed significantly – and now, there are a range of new techniques available.

To learn more, I spoke to two coffee professionals. Read on for more of their insight into different decaf processes.

You may also like our article on what roasters need to know about decaf coffee.

The origins of decaf coffee

Around the world, one of the main reasons that people drink coffee is for the caffeine within.

Caffeine stimulates the central nervous system, which helps to heighten cognitive function, alertness, and mood. However, while many consumers enjoy these side effects, others prefer to reduce their caffeine intake. Some people may even completely remove caffeine from their diet for health reasons. 

To address these concerns, the coffee industry has developed a number of decaffeination processes over the years.

After Ludwig Roselius created the first batch of commercial decaf coffee in 1903, he began selling it through his trading company Kaffee HAG. Three years later, Roselius – along with Karl Wimmer and Johann Meyer – issued a US patent for “the treatment of coffee”.

Their decaffeination technique involved steaming green beans in brine and then dissolving caffeine with benzene – which has now been found to be carcinogenic.

Since then, more food-safe decaffeination methods have been developed. However, it’s important to note that decaf coffee isn’t completely caffeine-free, as some trace amounts may still remain after processing.

To be certified as a decaf coffee, no less than 97% of the caffeine content must be removed. According to European standards, however, a coffee should have 99.9% of its caffeine removed.

Friso Miguel Spoor is a co-founder of green coffee importer The Coffee Quest in the Netherlands. 

“In the past, decaf coffee was mostly commercial-grade, [and therefore likely to be lower in quality],” he says. 

Although decaffeination first emerged at the turn of the 20th century, it became especially popular a few decades later – perhaps most notably during the 1980s.

However, in recent years, the demand for higher-quality decaf coffee has been increasing.

“Over the last five years, there has been a growing market for better-quality decaf coffee,” Friso tells me. “Consumers want a high-quality decaf coffee that tastes as good as other non-decaffeinated specialty coffees.”

He adds that decaf coffee accounts for around 2% of the Coffee Quest’s total coffee sales.

“We have a Brazilian decaf coffee that sells well, but our Colombian decaf coffee has a slightly higher price point because it’s higher quality,” he explains.

Different decaf processes

Since the early 1900s, several different decaffeination processes have been developed in order to remove caffeine.

Chemical solvents

In the past, one of the main ways of removing caffeine from green coffee was by using chemical solvents – mainly methyl chloride or ethyl acetate.

A mixture of water and the synthetic solvent (which is designed to closely mimic the chemical structure of coffee without caffeine) is applied either directly or indirectly to the green beans.

The direct method is when green coffee is continuously steamed and then rinsed with the solvent for up to ten hours, before being drained and steamed to remove any solvent residue. 

The indirect method, meanwhile, involves soaking green coffee in hot water for several hours, before removing it and adding the solvent.

However, it’s important to note that fewer and fewer decaf coffee companies are using methyl chloride as a solvent because of its potential toxicity if consumed in high amounts. That said, according to the US Food and Drug Administration, trace amounts of methyl chloride are safe to consume.

The Swiss Water process

First developed in Switzerland in the 1930s, the patented Swiss Water process has been in commercial use since the 1970s.

The Swiss Water process uses fresh water containing soluble compounds from green coffee (apart from caffeine which is removed using a carbon filter). This mixture is referred to as green coffee extract (GCE).

Green coffee is then soaked in this mixture for up to ten hours, allowing the caffeine compounds to transfer from the green beans to the GCE – leaving around 0.01% caffeine content.

For specialty coffee professionals, the Swiss Water decaf method is perhaps the most well-known, as it is believed that it preserves most of the coffee’s inherent characteristics. Moreover, it’s one of the safest and most natural ways of removing caffeine from green coffee.

Alternative water processes

While the Swiss Water process may be the most common water process, other companies have developed their own methods of removing caffeine by using water.

In 1987, Mexican company Descamex developed a patented water process using osmosis and carbon filtering technology, which is known as the Mountain Water Process.

Luis Demetrio Arandia Muguira is the General Manager at Descamex.

“The caffeine extraction principle is similar to other water processes, but we change many different variables throughout,” he says.

With this process, green coffee is steamed and submerged in a caffeine-free green coffee extract, but variables such as water flow, temperature, and pressure are changed to achieve the best results. Once the green beans reach the required caffeine content, they are triple-dried and cleaned.

“Our main goal is to preserve the original characteristics of the coffee as much as possible,” Luis tells me. 

He adds that some roasters who have purchased Descamex decaf coffee have found flavour notes of tobacco, malt, and caramel as being present in the final roast. However, Luis emphasises that this ultimately depends on a number of factors, including origin and roast profile.

Carbon dioxide method

One of the other prominent decaffeination techniques is the carbon dioxide method.

With this process, green coffee is soaked in liquid carbon dioxide at a pressure of up to 300 atmospheres. 

“Because the carbon dioxide method occurs at such a high pressure, it’s known as the ‘supercritical’ process,” Luis says. “As a result of the high pressure, carbon dioxide turns to liquid, which helps it to retain more caffeine.”

In turn, the liquid carbon dioxide either absorbs caffeine compounds and evaporates, or is passed through a charcoal filter to remove the remaining caffeine. 

Friso tells me that when he has tasted decaf coffees which have undergone the carbon dioxide process, results have been promising.

“The intensity of the body was slightly lower, but the mouthfeel was prominent,” he says. “One of the coffees, which was a Colombian from Huila La Victoria, tasted slightly floral and had a delicate acidity.

“The process certainly changed the flavour profile somewhat, but it was still sweet and received good feedback from customers,” he adds. “We also had a Brazilian decaf coffee which was processed using the carbon dioxide method, which remained sweet, too.”

Despite the promising results, this technique is more energy-intensive, which means that the growth of this process has been comparatively quite slow.

Luis tells me: “The high pressure could adversely affect certain kinds of coffees, but it could also benefit other types.”

The sugarcane method

One of the newer emerging trends in decaf processing is the sugarcane method.

As mentioned previously, ethyl acetate – which is a natural derivative of sugarcane and certain fruits – is a solvent used to remove caffeine.

“More recently, we have seen more and more suppliers using the sugarcane method, which is mainly carried out in Colombia,” Friso explains.

One of the pioneers of this process is Descafecol, a Colombian company which uses natural ethyl acetate extracted from local sugarcane. The extract is mixed with spring water, which the green beans are added to under gentle heat and pressure.

Descafecol says many of its clients have scored its decaf coffee more than 85 points on the Specialty Coffee Association grading scale.

“In terms of physical appearance, the coffee looks different, but on the cupping table, you can’t really tell a difference in flavour,” Friso says. “The acidity was still bright and prominent in the specialty decaf coffees, but these are only the coffees we have cupped so far.”

Looking to the future

Luis tells me that demand for decaf coffee is certainly growing.

“We have noticed three prominent trends in the decaf market,” he says. “Firstly, the increase in home coffee consumption because of Covid-19 has led people to drink more decaf.

“There is also a greater awareness of caffeine intake from consumers,” he adds. “Lastly, a greater range of markets are starting to drink more decaf coffee.”

Ultimately, more and more consumers are demanding higher-quality coffee – and decaf is by no means the exception. Furthermore, while it has historically had a reputation for being lower quality, this has started to change in recent years.

For example, in 2019, Canadian Barista Championship competitor Cole Torode placed third in the World finals using a decaf Gesha variety, which was processed using the Swiss Water method. This is certainly a sign that quality has improved.

Alongside this, we’ve also seen a number of low-caffeine coffee varieties emerge in recent years. Laurina is one of the most prominent examples (containing as little as 0.2% to 0.3% caffeine), while others include Coffea charrieriana from western Cameroon and an arabica variety known as AC1, which was discovered in Ethiopia.

There’s no doubt that the decaf market segment has come a long way since its emergence in the early 20th century, with a number of new techniques developed in the years since. And with the market certainly expected to grow in the coming years, we could well see more methods and processes become more readily available.

With that said, the recent growth of low-caffeine coffee varieties could well affect the future of the decaf coffee market – but precisely how it will do so remains to be seen.

Enjoyed this? Then read our article on whether low caffeine coffee varieties could replace decaf.

Photo credits: The Coffee Quest, Descamex

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Although these modern machines certainly have their benefits, transitioning away from traditional models requires extensive planning, especially when it comes to translating or redeveloping roast curves.

In fact, some industry professionals feel that traditional roast curves are becoming outdated as the specialty coffee sector continues to grow – meaning investment in training is essential for many roasters.

To understand how roast curves are changing, I spoke with three coffee professionals. Read on to learn more about their insight.

You may also like our article on using roast curves to guide the roasting process.

Exploring traditional roast curves

Effectively, a roast curve is a graph which indicates how temperature changes during the roasting process. The first point on a roast curve is the “charge temperature”, which is the temperature of the drum before the beans are added. Once the coffee is added, the temperature sharply decreases.

From this point onwards, the temperature gradually increases – which is why it’s known as the “turning point”. The point at which this occurs, as well as the pattern of temperature increase, can be plotted on an axis of time against temperature – creating a graph which generally forms a curve.

In order for a roaster to achieve their desired roast profile, the temperature inside the drum must be carefully controlled. The measurement of the rate of temperature increase is referred to as the “rate of rise” (RoR). 

The higher the RoR, the steeper and quicker the roast curve will be. Throughout the roast process, beans lose more moisture and roast temperatures can decrease – meaning the curve becomes flatter and steadier towards the end of the roast.

The RoR is one of the most important variables in roasting, as it allows roasters to achieve their desired profile more effectively and efficiently.

David Rozali is the owner of Rozali Coffee in Berlin, Germany. He explains that as roasting technology has evolved, data has become more and more important to roasters – including first crack timing, development time ratio, end temperature, and both outer and inner bean colour.

Using this data, roasters can develop more precise profiles to produce consistent and uniform batches – leading many to invest in more modern equipment.

Most roasters believe the “S-curve” to be a more traditional and straightforward roast curve which usually results in a medium profile. It can be a great starting point for less experienced roasters and can even allow for further experimentation with different profiles.

What is a “modern” roaster?

Lisa Gringl is a former Product Manager at Cropster. She explains that while “modern roasters” can be a broad term, Cropster has its own general definition.

“Cropster defines roasting technologies launched over the past ten years as modern roasters,” she says. “This could include machines with heat transfer or automation systems, as well as equipment which uses smart technology to support the roaster.”

She adds that software integration has become a significant component of roaster design in recent years. Many newer machines include highly sensitive probes which can provide roasters with a greater range of more accurate information than older equipment.

Some manufacturers are also incorporating artificial intelligence-powered technology into their machines to predict variables such as first crack.

“It’s important to understand what data the machine can provide and how it can be shared with customers,” Lisa says. “As a result, roasters can improve the quality and consistency of their coffee.”

Alongside this, sustainability has also become a widely-discussed topic within coffee roasting, and with that, energy use. 

While more traditional roasters rely on gas to heat up, some modern machines are more energy-efficient. Some examples include either using electricity or recycling heat and exhaust fumes to reduce “startup” costs as far as energy is concerned. 

How are roast curves different on modern machines?

Given the advancements in roasting technology, roasters are now able to make more precise adjustments to profiles in a more efficient manner.

David agrees, saying that data from modern roasters is much easier to interpret, but there are differences in the roast curves used on these machines compared to more traditional equipment.

“[With a modern roaster], the roast curve and RoR will look different because of the thickness and placement of the probe, as well as how hot air circulates within the drum,” he explains. “With a Loring, for instance, the turning point tends to be sharper and occurs earlier.”

Jason Richter is the owner and Head Roaster of Path Coffee Roasters in Port Chester, New York.

“Newer roasters can roast coffee faster, which produces a very different curve,” he says. “It has a high peak and then it slopes down. 

“With a Probat roaster, you would get a much more angular curve,” he adds. “On a Loring, it’s a much higher peak, and then it drops and starts to trail.”

Understanding the differences in roast curves on traditional and modern equipment can be challenging for some roasters. Roasting software can help to bridge the gap between older and newer machines for less experienced roasting professionals.

However, despite the ability to have more control over roast profiles, David highlights that roasters still need to have a thorough understanding of how their machine works.

“A roaster is a tool,” he says. “Every roasting professional needs to understand their machine so that they can use it to get the best out of their coffee.

“If the roaster is inexperienced, they could potentially ruin the batch,” he adds.

How has software made the transition easier?

Lisa believes that automated roasting technology and software have developed to become more equipped to keep up with the ever-growing demands of roasters and their customers.

“Cropster’s First Crack and Bean Curve Prediction features can create a smooth transition from one roaster to another,” she says. “The AI features have been programmed using data from thousands of different machines.

“The company works closely with roasters to access data from their machines,” she adds.

However, adapting to a new roaster can be challenging, as David explains.

“Previously, I have used a Probat P12 and a Probat UG22, before purchasing a Loring S15 Falcon,” he says. “There isn’t much difference between the roasters, but there were a few variables I needed to pay attention to when using a Probat.”

He tells me that he had to be more observant with a more traditional roaster, especially to avoid any roasting defects, such as scorching. With a more modern machine, he says that software is often able to automatically prevent errors, as well as storing any data he might need to tweak his preferred profile.

Jason agrees that new roasting software has helped to maintain more consistent roast profiles.

“As we’re based in northeast New York, the winters are cold and dry and the summers are warm and humid,” he explains. “With traditional roasters, it was a balancing act to maintain the profile throughout the year.”

Although making data more accessible helps to increase coffee quality, some industry professionals are concerned that roasters could be overwhelmed with too much information. 

User-friendly software can certainly help with this, but for less experienced roasters, it could make it difficult to understand roast curves for more modern machines.

What are some of the benefits of modern roasters?

Generally speaking, modern roasters aim to simplify the roasting process, automate as much as possible, and democratise roasting data. 

For instance, roasters may be able to upload profiles which have been developed for a specific coffee, and then automate the batch. This allows the machine to control most of the variables rather than requiring the roaster to stand over it for the duration, tweaking heat and airflow.

David says this allows roasters to focus on other areas of their business, such as scaling green coffee sourcing.

“Automation is a great feature to have on your roaster,” he tells me. “It provides higher levels of consistency and it makes it easier to train staff when expanding the company.”

Before this became more accessible, roasters would have to manage every variable themselves, meaning there was the potential for human error. For instance, during busier periods on older machines, roasters could forget to implement temperature or airflow adjustments at the appropriate time, which could in turn negatively affect coffee quality.

“With some modern roasters, you just need to adjust your initial gas setting depending on the day,” Jason says. “Beyond that, the software will heat the roaster based on the set temperature and can roast entirely on its own.”

It is also still possible to manually control the roasting process on modern machines, meaning roasters can continue to make adjustments if necessary.

Understanding roast curves is a key part of the roasting process. Ultimately, this means industry professionals need to understand them as much as possible – whether using a traditional or more modern machine.

But with more and more roasters switching to more modern machines, making a smooth transition possible is becoming increasingly important. After all, it’s key that roasters can easily incorporate, adjust, and redevelop their roast profiles to improve and maintain coffee quality.

Enjoyed this? Then read our article on streamlining quality control in your coffee roastery.

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Today, the region includes 13 sovereign states and another 18 “dependent nations” – several of which are coffee-growing countries. 

While the majority of Caribbean coffee is exported to other countries, there is a growing number of local roasters catering to the domestic market. Unfortunately, many of them deal with significant challenges.

To find out more, I spoke with roasters in Puerto Rico, Barbados, and Roatán. Read on to learn about Caribbean roasters and the difficulties they face in the coffee industry.

You may also like our article on breaking down Caribbean coffee production.

Understanding cultural differences in the Caribbean

Although the number of Caribbean coffee roasters is certainly growing, we must first acknowledge how diverse the region is.

The Caribbean includes more than 700 islands – with a huge amount of climatic and geopolitical variance between all of them.

Much of the region’s history has links to colonialism and slavery. The first countries in the Caribbean to be colonised fell under the rule of the Spanish and Portuguese in the 15th century, followed by the Dutch, British, and French in the 17th and 18th centuries.

With colonial rule came the influence (albeit often forcibly at that time) of European cultures on native Caribbean people. And while colonial rule has thankfully come to an end in the region, many of these long-lasting European influences are present to this day.

However, with a range of different historic colonial influences across these islands, and huge variance in how they have developed in the decades since, it is difficult to generalise the Caribbean, as well as its coffee culture. As such, we need to treat each island or country as its own respective part of the Caribbean.

Coffee roasters in the Caribbean

Dominic Wyndham-Gittens is the co-owner and Director of Coffee at Wyndhams Coffee in Barbados.

Barbados was one of the first Caribbean islands to be colonised by the British in 1625. Many Jewish Britons settled here after the Dutch began their colonial rule of the island in 1667. 

During this time, many settlers grew sugar and coffee. Today, there is no coffee production on the island – but there is a steadily growing coffee roasting scene.

Despite its rich history of coffee production, the Caribbean roasting sector is still relatively new for a number of reasons. One of these is the high costs of importing coffee to the region.

“The Caribbean can be a very challenging place to be a commercial roaster,” Dominic says. “But we’re passionate about coffee and we think it’s worth it.”

He tells me he pays a 45% import duty tax when exporting coffee to other Caribbean islands, plus 17.5% value added tax (VAT). However, he adds that coffee exports to the US, UK, and Canada are duty tax-free.

The Caribbean’s high import taxes were instated by Caricom, a Caribbean trade organisation, as a means to protect the integrity of the region’s products – including Jamaica’s Blue Mountain Coffee.

However, Dominic says high taxes make it difficult for small businesses to compete with bigger companies. 

“It has taken us 23 years to get where we are,” he explains. “It can take up to seven years for us to accomplish one thing that [larger companies] can do in only a couple of years because we’re located on a small Caribbean island.”

Supply chain challenges

Although there is an increasing number of roasters in the region, many of them face a great number of challenges. For smaller roasters who focus on high-quality coffee, sourcing green beans can be incredibly difficult as it is prohibited by law for them to import coffee into the Caribbean.

Instead, national governments (such as Puerto Rico’s) import commercial-grade, partially-roasted coffee from countries including Mexico and the Dominican Republic. Unfortunately, this coffee is usually purchased by larger companies to be sold in supermarkets – sometimes misleadingly labelled as Puerto Rican coffee. 

Eduardo Trabada and Gabriel Beauchamp are the founders of Baraka Coffee in San Juan, Puerto Rico. They tell me that because the island is an unincorporated territory of the US, Puerto Rican coffee roasters also face difficulties related to the Jones Act.

This legislation stipulates that all goods shipped to the island – including coffee – must be transported on US-flagged vessels. Not only does this create more logistical issues, it also increases costs.

“It’s inefficient and time consuming,” Eduardo says. “This, along with high taxes and fees, makes importing and exporting goods to and from the island very expensive.”

In order to bypass some of these problems, Baraka Coffee sells 100% Puerto Rican coffee, which is roasted to order in small batches and sold directly to consumers.

However, sourcing single-origin coffee in Puerto Rico also comes with its own challenges. In 2017, Hurricane María led to widespread devastation on the island – destroying many coffee plants.

“Sourcing consistently high-quality Puerto Rican coffee has not been easy for us since we started roasting back in 2014,” Gabriel explains. “It’s expensive and is only available in limited quantities.”

He tells me that in order to stay competitive, Puerto Rican roasters have little choice but to absorb these higher operating costs. Ultimately, despite technically operating in the US, these businesses unfortunately make far less than their mainland counterparts.

As a way to work around a few of these issues, some coffee businesses choose to import roasted coffee. This requires special permits, as well as an added tax of US $2.50 added on for every pound purchased – meaning that Puerto Rican roasters don’t always reap the benefits of buying roasted coffee.

Similar issues are also prevalent in other parts of the Caribbean. Roatán is a Caribbean island off the coast of Honduras. As the island is governed by Honduran authorities, laws and regulations on importing coffee can differ from others, such as Barbados and Puerto Rico. However, roasters still face a number of the same challenges.

José García Quijada is a co-owner of Roa Reserve, a company which roasts, brews, bottles, and sells cold brew in Roatán. He tells me while the manufacturing process takes place on the island, logistical issues mean that the roastery is based in San Pedro Sula on the Honduran mainland.

“If our roastery was in Roatán, it would be difficult to ship coffee back to our clients in mainland Honduras,” he explains. “This is largely because of higher logistics costs, which ultimately would negatively affect the growth of the company.

“There are also risks associated with shipping, such as weather conditions and the time it takes for the coffee to arrive,” he adds.

He says there are a few roasters on the island, but that it’s not easy to roast on a larger scale to reach other markets and grow your brand – largely because of these logistical challenges.

“It’s important to have products that represent the island,” he adds. “Opportunities do exist in Roatán, but there are few specific markets for products like cold brew, so we are trying to fill that gap.”

How is tourism influencing Caribbean coffee culture?

The Caribbean has been a popular tourist destination for many years. Many islands depend on tourism as a critical source of income, so it’s no surprise that this influences the region’s coffee industry, too.

“Tourism in Puerto Rico has helped shape the way we think about coffee,” Gabriel explains. “There are now more diverse menus – especially in more metropolitan areas – which offer everything from traditional espresso-based drinks and cold brew, to iced coffee, plant milks, and more.”

As the region’s warm climate is more suited to iced beverages, cold brew, and coffee cocktails, many Caribbean roasters are starting to adapt in kind. Ready-to-drink (RTD) options are also becoming popular – Roa Reserve currently serves six different cold brew options, as well as using its cold brew concentrate in cocktails. 

Similarly, Baraka Coffee Roasters collaborated with Ocean Lab Brewing Co. to produce a coffee stout, which is infused with Puerto Rican coffee sourced from the village of Adjuntas.

However, while coffee culture is developing in places like Puerto Rico and Roatán, Dominic says that other islands, such as Barbados, are developing at a slower pace.

“Barbados attracts a different tourist crowd; most of the island’s visitors are slightly older,” he says.

Looking ahead

Despite the many challenges they encounter, roasters in the Caribbean remain passionate about the future for the region’s coffee industry.

In Roatán, a partnership with Honduran economic development platform Próspera is set to launch the first sustainable economic hub on the island. The project aims to provide small businesses on the island with support and infrastructure needed to grow their brands – including roasters.

In Puerto Rico, meanwhile, Baraka Coffee Roasters launched Re:Colecta, an initiative which partners with local artists to create coffee-inspired artwork. All of the profits are donated to coffee pickers.

Eduardo and Gabriel say that the project is helping local producers to hire more labourers, as the donations provide more of an incentive to work on coffee farms – potentially helping to secure the future of Puerto Rican coffee production.

As for Barbados, Dominic tells me that more roasters need to be supported and encouraged to develop the island’s coffee sector.

It can be difficult to collectively define the footprint of coffee roasting in the Caribbean, but it’s clear that the region poses a number of logistical and structural challenges for those seeking to operate. However, it remains clear that each island’s unique take on coffee culture is helping some brands to innovate and develop.

With time, investment, and perhaps the reform of certain legislation, more Caribbean roasters’ coffee could well be available on the global market in the coming years.

Enjoyed this? Then read our article exploring Jamaica Blue Mountain coffee.

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Photo credits: Baraka Coffee Company, Roa Reserve, Wyndhams Coffee

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However, it can be easy to underestimate the infrastructure, knowledge, and equipment you need to manufacture and fill coffee capsules. There are a number of key factors to consider, including the ultra fine grind size and specialist sealing methods to preserve freshness.

This has led many specialty coffee roasters to partner with dedicated companies who manufacture or fill high-quality capsules for them, rather than taking this on themselves.

I spoke with two professionals from AFPAK to further explain the capsule manufacturing process. Read on to find out what they had to say.

You may also like our article on whether coffee capsules can be sustainable.

Why are coffee capsules so popular?

Coffee capsules were first introduced to the market in the late 1980s when Swiss multinational Nestlé released its first Nespresso machine.

Since the growth of Nespresso in the 1990s, capsules have only become more and more popular with consumers. It’s estimated that Nespresso alone manufactures some 14 billion capsules every year.

Allen Cao is the machine designer at AFPAK, which produces filling and packaging machines for coffee capsules. He says these coffee products are popular among consumers because of convenience.

“[Capsules provide people with] the ability to drink high-quality coffee anytime and anywhere,” he tells me.

Jeffree Fang is the CEO of AFPAK. He agrees, highlighting the reduced extraction time and an easier cleaning process.

“Coffee capsules are a convenient way for consumers to prepare delicious coffee in a short period of time with minimal cleaning involved,” he says.

Furthermore, with Covid-19 lockdowns throughout 2020 and 2021 forcing the majority of the global population to remain at home, many consumers chose to invest in capsule machines when upgrading their home setup.

Naturally, the exponential growth of the capsule market has led many specialty roasters and coffee businesses to start selling their own.

The coffee capsule manufacturing process, however, can be difficult for roasters to navigate. Specialised equipment and high-level expertise are required to produce, fill, and package capsules, which some roasters may not have access to.

The manufacturing process

Manufacturing coffee pods is a thorough and complex process which requires specialist commercial equipment.

Allen tells me it takes between 30 and 60 days to fully manufacture, fill, and package capsules. But how does the process work?

First and foremost, private label capsule companies need to start by understanding the needs of the roaster they are working with.

“[AFPAK’s process begins by understanding] the customer’s requirements, such as the capsule material and the coffee being used.”

Most coffee pods are usually made from either aluminium or plastic. A roaster’s choice of material depends on several factors, such as durability, thickness, and sealability. 

Ideally, roasters need to choose a material that preserves the aromas and flavours in their coffee as much as possible. According to a 2014 research paper, aluminium has the best barrier properties for preserving freshness. Plastic, meanwhile, is a more durable material than aluminium.

After a roaster has chosen their preferred capsule material and shape, as well as the coffee they want to use (which they usually will roast themselves), manufacture can begin.

“[After working with the roaster] AFPAK handles the programming of the machines, parts production and assembly, installation, testing, and shipping,” Allen says.

Once the filling and packaging machine is set up, Jeffree tells me that thorough cleaning and sterilisation are essential to produce food-safe coffee pods.

“[To clean each capsule], the empty pod is passed with an air gun to remove any contaminants from inside it,” he explains. “After cleaning is complete, the capsules then pass through a UV steriliser.”

How are capsules filled?

Jeffree tells me: “Once capsules are cleaned and sterilised, they can be filled.”

A specialist filling machine known as an auger filler is used to fill capsules, dosing straight into the empty capsules before they’re sealed. However, the coffee must first be ground.

Grinding for capsules, however, is not as simple as it might seem. This is because the grind size for capsules needs to be very fine – even finer than for espresso. 

This is mainly because of the smaller dose size: most pods contain around 7g of coffee. With such a small volume of coffee, capsule machines need to extract as much as they can from each pod.

In order to reach this extremely fine grind size, capsule manufacturers use sets of industrial-sized roller mills. In AFPAK’s case, Jeffree explains that the first set of mills break the beans, before the second set breaks them into smaller pieces. After that, a third and final set of mills is used to grind the coffee to the required size.

Commercial-grade roller mills are rarely found in roasteries and coffee shops as they are large and expensive, and much more suitable for a factory setting. They produce an incredibly fine and consistent grind size which is ideal for capsule extraction.

“The final extraction depends on both the quality and quantity of the coffee used in the capsule,” Jeffree says.

Because pods require a very finely ground dose of coffee, the smallest of changes to grind size can have a massive impact on flavour – which means that extremely high consistency is an absolute necessity.

Once the coffee is ground, the high-speed, motor-controlled auger filler adds coffee to each capsule. An auger filler is a device often used for the volumetric measuring and dispensing of bulk materials, in the coffee industry and beyond.

Jeffree explains that the supply to the auger filler’s hopper must remain constant during the manufacturing process.

“This supply of ground coffee means that the machine can fill each capsule with the correct dose, which keeps the weight of each capsule within a high-precision range,” he says. “This ensures customers experience consistency in their coffee.”

After each capsule is filled, it must be cleaned for sealing. 

“We clean the residual powder from the edge of the capsule in order to fully seal it,” Jeffree tells me. 

From there, each capsule is immediately capped and hermetically sealed. Jeffree explains that this includes flushing the capsules with nitrogen “to ensure the maximum freshness of the coffee”.

Allen adds: “AFPAK uses food-grade 304 stainless steel as a contact material so the coffee won’t be contaminated during sealing. All of our machines include a nitrogen-flushing function.”

Sealing and flushing capsules in this way helps to minimise oxidation as much as possible. Because the grind size is so fine, the coffee is susceptible to staling after a matter of seconds. 

To ensure that the pods are fully sealed, manufacturers usually test them. This can be done by submerging the capsules in water to see if any air escapes from the seal – which is measured as the oxygen transmission rate (OTR). A low OTR indicates that the capsule is correctly sealed.

“After filling and sealing, the capsules are arranged and packaged into boxes by the machine,” says Jeffree.

Challenges in the manufacturing process

Although the capsule market is certainly lucrative for many roasters and coffee brands, there are still some challenges for manufacturers who produce and package coffee pods.

Sustainability

The capsule industry has faced some criticism, mostly for the volumes of waste it produces. 

Research included the Independent newspaper found more than 30,000 plastic capsules go to landfill every month in the UK alone. It can take hundreds of years for these pods to break down.

This has led some roasters to opt for aluminium rather than plastic. In theory, aluminium can be recycled an infinite number of times; it’s estimated that up to 75% of all aluminium ever produced is currently still in use. 

As well as including less plastic, there is a growing number of compostable and biodegradable alternatives for capsule manufacture, too. Unfortunately, these options can be limited, costly, and difficult to correctly dispose of. They can also often be worse at preserving freshness, too.

Beyond sustainability with materials used, the manufacturing process itself can also benefit from being environmentally friendly. Allen explains that to help mitigate this, AFPAK uses a range of energy-efficient manufacturing equipment.

Equipment

Equipment is one of the most challenging aspects of the capsule manufacturing process.

Roasters can choose to invest in a roller mill and auger filler, but this equipment is expensive and they may not have the space for such large machines.

Jeffree adds that health and safety is also an important consideration.

“[You need to] ensure that the capsule is food safe, as well as preserving the quality of the coffee,” he says.

As part of this, expert-level knowledge of capsule production is a necessity.

“Most capsule machines have more than 10,000 parts, some of which are individually designed according to the customer’s needs,” Allen tells me. “[You have to know how to] install these parts.”

Roasters and coffee businesses could theoretically train staff to use these machines, but partnering with a capsule manufacturer is likely to be much less time consuming.

Cost & investment

As well as the time cost of training on this equipment, there is also a financial cost to purchase and install it. Working with a capsule manufacturer can naturally help to reduce these costs.

“AFPAK’s machines can produce between 1,800 and 24,000 capsules per hour,” Allen says. “We can meet the production needs of small, medium, and large roasters.

“We can also produce different types of capsules with one machine,” he adds.

As more and more roasters enter the coffee capsule market, it’s important to remember that production can be complex and costly if you choose to tackle it yourself.

Without the right equipment and knowledge, roasters may struggle to produce high-quality coffee capsules, and could end up making a very expensive error. However, with plenty of growth in this market, it’s likely that we will see more and more roasters diversify in kind – whether they work with external partners or not.

Enjoyed this? Then read our article on how fresh is the coffee used in pods?

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Many of these smaller roasting operations run on tight margins as they roast and sell comparatively minor volumes of coffee. For many of them, as well as being defined by their volume, however, there is an outright focus on roasting high-quality coffee, as well as having a strong brand identity that appeals to third wave coffee consumers.

But what’s the clear definition? What actually makes a micro roaster different from medium and larger-sized roasters, and how do they operate? To learn more, I spoke to two coffee roasters. Read on to find out what they had to say.

You may also like our article on cost management tips for smaller coffee roasters.

How small is a micro roaster?

Although there is no formal definition, micro roasters are defined by some sources either by the batch capacity of their machine, or the amount of coffee they roast.

For the former definition, some say micro roasters are commercial operations that routinely use 1kg to 3kg capacity machines. For the latter, some definitions say that a micro roaster is any coffee roasting business which roasts less than 100,000lbs (around 45,340kg) of coffee per calendar year.

Stuart Ritson is the Director of European Sales for Osito Coffee, which operates in the US, UK, and Colombia.

“[Generally speaking,] if you roast over 1,000 kg of coffee per week, you are considered a full-scale roasting operation,” he says.

Moving from home roasting to micro roasting

Naturally, the smaller size of a micro roaster raises questions about how they are different to home roasters.

Home roasters are more likely to roast for their own personal use, rather than selling their coffee. If home roasters choose to sell their beans, they will still generally roast smaller volumes of coffee than micro roasters – most likely using a sample roaster or home roasting machine. 

However, some micro roasters can develop from home roasting setups upon deciding to become a more established business. This could mean moving the roasting operation into a bigger commercial space to scale up roasting volumes.

What about nano roasters?

The terms micro roaster and nano roaster are often used interchangeably, but are they the same?

Again, there is no formal definition of a nano roaster, but for the most part, they often operate on a smaller scale than micro roasters, occupying a space between home roasters and micro roasters. This is similar to how we define micro lots and nano lots, with nano lots often being smaller and more niche.

For this reason, nano roasters are more likely to use even smaller machines (such as sample roasters) than micro roasters.

Equipment size

As a result of lower roasting volumes, micro roasters use machines which have a lower capacity than commercial roasters. For instance, purchasing a small batch roaster (between 1kg and 3kg capacity) can be a more efficient investment for a new micro roaster.

As well as keeping costs down by purchasing smaller roasting equipment, micro roasters often also roast in smaller batches to improve quality control. Roasting in these small batches often gives them the insight they need to be more particular with their roast profiles.

However, in order for micro roasters to upscale their roasting volumes, they may need to invest in larger-sized equipment.

“If you can afford it, buy a bigger roaster than what you think you need,” Stuart advises. “If you purchase a roaster that is too small, you will most likely spend so much of your time roasting coffee and you won’t have time to develop your business.”

But it’s important to note that finding the right roaster in proportion to the volume of coffee you’re roasting is essential – no matter the size of the roasting operation.

Most roasting equipment manufacturers recommend roasting at around 75% capacity to ensure even airflow throughout the entire roast time. So for some micro roasters, this could still mean using a 3kg roaster, while others may need up to a capacity of up to 5kg.

Starting a micro roastery

As micro roasters buy and roast small quantities of coffee, they tend to focus predominantly on quality and traceability. But there are many other factors that need to be considered when starting a small roasting operation.

Tomáš Laca is the founder of BeBerry Coffee, a micro roaster in the Czech Republic. He is also a licensed Q grader and the 2018 Slovakian Cup Tasting Champion.

“[The factors you need to consider when starting a micro roastery] largely depend on what your overall goal is with the business,” he explains. “If you are serious about roasting, it’s a good idea to first visit a few other roasters to learn more about the whole process.

“[However, it’s important to note that] each business will have different values, cultures, and goals,” he adds.

Marketing and branding play significant roles in communicating the company’s passion for coffee, as well as helping to convey its values and brand story.

The smaller-scale operations of a micro roaster generally mean that they focus on buying high-quality coffees with the intention of roasting them for a small, passionate consumer base. These lots can sometimes be bought directly from the producer or through an importer that works closely with coffee farmers.

This has led some micro roasters to develop long-term trading partnerships with producers or co-operatives – often referred to as “relationship coffee”.

Ultimately, this means that their interest in the coffees they offer needs to be shared with the end consumer, too.

Furthermore, as a smaller business, storytelling is essential for micro roasters to gradually build a solid customer base.

Many micro roasters use physical marketing materials such as packaging and tasting cards to tell their story. This may look like a vibrant, colourful bag clearly communicating the roaster’s brand identity, or cards which provide supplementary information about a coffee and tell “the story” behind it.

Stuart tells me about his packaging design project Untitled Coffee. He explains that he has partnered with local artists to produce unique artwork inspired by a number of exclusive coffees. Each piece of artwork is then printed on the bag – with each one representing a different coffee. 

“The bags have no information on the front, just the design,” he says. “[The goal of the project was to] bring together good coffee and good art.”

The importance of brand identity

Roasting has arguably never been more accessible than it is today. As such, over the last few years, we’ve seen a growing number of brands and coffee shops start roasting their own coffee.

“Despite the pandemic, the number of specialty coffee roasters in the Czech Republic has continued to grow in the last couple of years,” Tomáš tells me.

Stuart agrees, saying: “It is so much more accessible to start a small roasting operation now.

“With the right branding and a good level of experience, you don’t need the same amount of capital as you did around five to ten years ago to start a roastery,” he explains. “Many people started roasting because they owned a coffee shop, so they were willing to take the risk. 

“But now, you see a lot more people experimenting with micro roasting,” he adds.

Ultimately, this can mean the market is saturated in some areas, so it’s essential that coffee businesses are able to stand out from their competitors.

For micro roasters, this could mean introducing new or lesser-known coffee origins, or working with a small number of farms in different coffee-producing countries. Effectively, by offering a different experience, micro roasters can remain comparatively competitive, while still building mutually-beneficial relationships with producers.

“Offering a [unique product that differentiates your brand] is what matters most,” Stuart says.

Ultimately, it’s marketing and branding that play one of the most important roles in allowing micro roasters to stand out among the rest – especially in an increasingly competitive market.

How do micro roasters source their coffee?

Coffee quality is one of the biggest selling points for micro roasters, and rightly so. They often buy more exclusive coffees, such as micro lots or experimentally processed coffees, and will often offer a range of coffees which come and go depending on stock levels.

In contrast, larger commercial roasters tend to offer a greater number of consistent blends which are available all year round.

However, this focus on offering more exclusive coffees means that micro roasters buy coffee in much smaller volumes. In response, we’ve seen a number of specialty coffee importers adjust minimum order quantities in recent years. For instance, Ally Coffee and Royal Coffee now offer smaller bags or boxes of green coffee – even as low as 1lb (0.45kg) in some cases.

“I know some roasters who only offer one origin because it sets them apart from competitors,” Stuart tells me. “At Untitled Coffee, we don’t always have coffee available, so instead we sell limited-edition coffee releases for a few months at a time.”

Some micro roasters also operate through direct trade models, which means they buy coffee directly from importers or producers.

“In recent years, there has been more discussion about how climate change is pushing more research institutions to develop resilient hybrid varieties,” Tomáš says. These new varieties could potentially lead to a premium, niche market for many consumers.

However, while offering more exclusive coffees can help to grow interest in a brand, it may not be the most economically viable business model for some micro roasters. This is because they already operate on finer margins than larger roasters. 

When it comes to scaling this model, there are difficulties. At higher volumes, price changes become more difficult to absorb. Furthermore, market size becomes a concern, as it may not be growing at a rate sufficient to support continued scalability.

What’s more, the demand from micro roasters for more exclusive coffees can put pressure on farmers to experiment with new processing techniques that are less profitable. This may not always be cost-effective at a small scale, potentially making it harder for producers to turn a profit.

Scalability and growth may be a difficult prospect for micro roasters, as will standing out from competitors in a market that is only becoming more saturated year on year. However, at the same time, operating on a smaller scale means micro roasters can be more flexible and agile, opening up scope to experiment where larger roasters would not be able to.

While there are understandably questions about the future of this model and how it will evolve in the future, there’s no denying just how prominent and popular it is becoming across the coffee industry.

Enjoyed this? Then read our article on how small and medium-sized coffee roasters can manage price risk.

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In February 2022, arabica futures reached a ten-year high of US 258.95 cents/lb – close to the historic highs seen in November 2011. At the same time, the International Coffee Organisation halved its estimates for the 2020/21 global coffee surplus to more than 1.06 million 60kg bags – a 22-year low.

And while robusta prices have also been increasing (mostly because of shipping container shortages in Vietnam), it still remains significantly cheaper than arabica.

Robusta is already commonly used in many coffee blends, but are more roasters using it in their blends as the price of arabica has increased? I spoke to three coffee professionals to find out more. Read on to find out what they told me.

You may also like our article on roasting robusta coffee.

Why have coffee prices increased?

Between April 2020 and April 2021, arabica prices increased by 12% to US 122.03 cents/lb. For the following 17 consecutive months, coffee prices rose to over US $2/lb for the first time in ten years, before dropping to an average US 194.78 cents/lb last month.

Philip von der Goltz is the Managing Partner at green coffee trader List + Beisler. 

“We’ve seen coffee prices almost double over the last six months,” he says. “In April 2021, prices ranged between US 120 cents and 140 cents/lb. 

“Following on from April 2021, coffee prices peaked at US 260 cents. It’s stressful for all companies in the coffee industry because the cost of goods has increased substantially,” he adds.

The reasons for price increases are complex, but they are largely attributed to unfavourable weather conditions, declines in production in major coffee-producing countries, and logistical issues related to Covid-19.

As well as Brazil – the world’s biggest coffee producer – coffee production in Colombia has been steadily declining over the last few years. A 2018 United States Department of Agriculture report stated that the country’s production volumes fell to 14.2 million 60kg bags after five years of growth, mainly because of higher levels of rainfall. This trend has continued into this year, with Colombia’s 2022 production figures down 15% on the same period in 2021. 

“There are also rises in sea freight prices,” Philip explains.

Bloomberg reported in July 2021 that the shipping container prices have more than doubled as a result of Covid-19 and steep increases in freight demand.

“Then, there are also the rising costs of in-country transportation,” he adds. “There’s tight supply in an already tough situation because of the frost in Brazil, and now we have high inflation rates and the invasion of Ukraine.”

Why is robusta cheaper than arabica? 

Although robusta prices have also been increasing alongside arabica prices, robusta has historically been and is still generally cheaper than arabica coffee. 

Andrew Hetzel is a coffee consultant. He helped to establish the first Fine Robusta Standards and Protocols in collaboration with the Coffee Quality Institute and the Uganda Coffee Development Authority. 

The guide states: “Robusta coffee has historically been considered inferior to arabica coffee and subsequently not enjoyed the same price premiums and motivation for quality improvement seen in the specialty arabica market.”

Andrew explains how this has meant it has historically been sold at cheaper prices than arabica.

“With no differentiated market to sell robusta at higher prices, most of it is produced as cheaply as possible to maximise value,” he says. “This means that more defective beans are harvested, processed, and exported compared to the arabica market.”

For coffee to be classified as “fine robusta”, it must be free of any primary defects, including fungus or mould damage. Fine robusta must also have no more than five secondary defects, such as broken or cut beans.

However, because of a lack of investment in robusta production, there is significantly less formal training on how to spot and remove defective beans – meaning the quality of robusta coffee can be significantly lower.

“The yields from robusta trees are higher compared to arabica, and the trees are much more resilient to pests, diseases, and climate change,” Philip tells me. “Production costs are also cheaper, but it doesn’t have the same sensory profile as arabica coffee.”

Andrew also notes that while robusta is largely cheaper than arabica, when at higher levels of quality, this does become less of a given. “Many of the fine robusta coffees that I’ve worked with have actually been more expensive than their arabica counterparts; some were sold for US $2.50 to $3.00/lb, when the C price was sitting around US $1/lb.“

The advantages of adding robusta to blends

Despite the associations to being of lower quality than arabica, there are a number of benefits to including robusta in blends.

It is particularly beneficial for espresso blends as it produces a more pronounced crema than arabica. Crema is the layer of reddish-brown foam on the surface of espresso which accentuates the body and mouthfeel of espresso. 

Philip notes some other reasons why roasters might use robusta in blends.

“Robusta can add a certain smoothness, as well as light, earthy, and spicy notes,” he says.

Jamie Treby is a strategist for green coffee trader DRWakefield, which offers around 15 robusta coffees. 

“Robusta can add bitterness, sweetness, depth, and flavour,” he tells me. “Indian robusta will have more molasses and spice notes, whereas Vietnamese robusta will generally have more chocolate, puffed rice, and fine leather flavours. Robusta grown in Java and Guatemala, meanwhile, often has more soft cocoa notes.

“And with different processing variables, there will be a whole new range of flavours to experience,” he adds.

Andrew points out the popularity of milk-based beverages in coffee shops, and how robusta is often preferred in these drinks.

“The majority of coffee drinks consumed in the US, the UK, and other European markets are milk-based,” he tells me. “Robusta has a very classic flavour profile, with more bitterness and less bright acidity that can clash with the creaminess of milk.

“A lot of the nuance of high-quality arabica can disappear when combined with milk – is it worth it to make a cappuccino using a Cup of Excellence-winning arabica coffee? If you minimise the off-tastes and defects, robusta is an excellent base for many milk-based beverages,” he says.

So, are roasters adding more robusta to blends?

Jamie tells me that it’s mainly larger commercial roasters who purchase more robusta, but he has noticed that “some smaller roasters have been including robusta in their offerings for some time now”.

He believes this could be attributed to increasing coffee prices.

“Fine robusta is still generally cheaper than arabica, even with similar farming practices and quality control,” he says. “I’m sure there are roasters who have been tempted to buy more robusta when they perhaps previously would not have.”

Philip also notes that there has been a correlation between arabica prices increasing and roasters looking for cheaper alternatives – often robusta.

Changing perceptions of quality 

Although robusta is associated with having a less desirable flavour profile than arabica, Philip explains that certain stereotypes about robusta can be harmful.

“It is crucial to avoid stigmatising robusta as an inferior product to arabica,” he says. “Classifying arabica as high-quality and robusta as low-quality is too simplistic.”

Andrew adds to this, saying: “It’s important to remember that all arabica is not necessarily good quality, nor is all robusta necessarily poor quality.”

Within the specialty coffee sector, there is a growing focus on how coffee quality can be improved. For the most part, this largely encompasses arabica coffee, but people are becoming increasingly aware of how robusta quality can be improved as well.

“New processing methods have helped to increase robusta quality,” Jamie says. “Vietnam and Brazil are both growing new robusta varieties, as well as using these new processing techniques. India’s coffee industry is also using more unique processing methods.

“When we sold an anaerobic robusta, we had a lot of requests for samples,” he tells me. “People are willing to try robusta and understand more about it.

“Roasters looking for high-quality robustas will certainly source robustas that have met more rigorous quality control standards,” he adds.

Andrew tells me how these standards are helping to improve flavour profiles in robusta, as well helping to change the industry’s perception of robusta quality.

“You can find exceptionally clean robusta coffees grown in Brazil, Ecuador, Guatemala, India, Indonesia, Uganda, and Vietnam, which was not the case ten years ago,” he explains.

What might the future hold for the robusta market?

Alongside the push for more quality control and better farming practices in robusta production, the effects of climate change on the coffee industry could create a viable new market for robusta.

“It’s a more robust coffee species that is also highly productive and cross-pollinating,” Andrew explains. “This gives robusta the potential to adapt better to changing environmental conditions.”

In the 2022 research paper entitled Expected global suitability of coffee, cashew, and avocado due to climate change, it is predicted that the land used to produce arabica coffee in Brazil, Vietnam, Colombia, and Indonesia will decrease in both size and suitability by 2050. This is largely attributed to the rise in average global temperatures.

“When considering factors such as climate change and robusta’s higher yields, it could be an alternative to arabica,” Philip tells me.

Andrew explains how robusta’s ability to evolve and adapt can also improve its flavour profile.

“No two separate gene pools of robusta are the same, which means different flavours, tolerance to climate change, cherry and tree size, and yields. 

“Some robusta has even reduced some of its caffeine and chlorogenic acid content, which makes it less bitter than others. Essentially, robusta is evolving every generation,” he adds.

Philip also believes that high-quality robusta is an affordable alternative to cheaper arabica.

“Roasters need to find ways to adapt to the current situation with coffee prices, mainly by looking for more affordable alternatives,” he explains. “They need to try other coffees in their blends, especially bigger roasters, as smaller roasters tend to have more flexibility.”

And with blends seemingly becoming more popular across the coffee industry – such as in the 2021 World Coffee Championships – robusta could be a valuable addition for many roasters.

“Historically, countries such as France, Italy, Greece, and Spain have commonly used robusta in their blends,” he adds. “But now there are many roasters in most major cities who have a high-quality espresso blend that includes robusta.”

Andrew adds: “Roasters, particularly smaller specialty roasters, are willing to experiment with new and interesting coffees, [and robusta is a part of this].”

Robusta currently accounts for between 30% and 40% of the global coffee market, but this could change if quality continues to increase, as well as more innovative processing techniques emerging across robusta production.

Furthermore, as it looks like coffee prices still aren’t settling or falling any time soon, we could well see more roasters use robusta in the months and years ahead, whether as a blender coffee or a single origin. Only time will tell.

Enjoyed this? Then read our article on why frost in Brazil caused global coffee prices to increase?

Photo credits: Andrew Hetzel

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We know that most of the value in the global coffee market is created after coffee leaves origin. Figures from Statista predict that the revenue generated from the global roasted coffee market will amount to about US $334.60 billion by the end of this year.

Much of the value in particular is generated by roasting, after which coffee is marketed and sold. And although there are some roasters in origin countries, as the majority are based in consuming countries in the Global North, this is where much of the marketing takes place.

But why is this the case? To learn more, I spoke to four coffee professionals. Read on to find out what they told me.

You may also like our article on how producers can define sensory profiles for their coffees.

A brief history of marketing in the coffee industry

Although there are an estimated 25 million smallholder coffee producers in the world, farmers often don’t market their own coffee. There are a number of reasons as to why this is, many of which are complex.

Throughout the 1600s and 1700s, European colonial powers established the coffee trade as we know it. Part of this, in a much more rudimentary form back then, was marketing. The first printed advertisement for coffee is believed to have been published in 1652 by Pasqua Rosée, one of the first coffee houses in London.

This trend of marketing coffee in majority consuming countries continued over the following centuries. During the 1700s and 1800s, coffee was marketed as an “exotic” product that only the wealthy could afford. 

At the beginning of the 20th century, however, in order to improve sales of roasted coffee, coffee businesses started to shift their marketing focus to meet demand. Coffee became more affordable and accessible to the masses.

From then on, in many major consuming countries (notably the US and across western Europe), coffee marketing evolved to continue its focus on the consumer. As such, even today, many just assume that by default, B2C marketing is the responsibility of roasters and coffee shops. 

Why has marketing remained in majority consuming countries?

It’s no exaggeration to say that much of the marketing in the coffee industry comes from roasters and coffee shops, as these businesses are much closer to the consumer (even if they are B2B in some cases).

Norbert Niederhauser is the co-founder and CEO of Cropster. He explains why marketing in the coffee industry is largely the responsibility of roasters.

“Roasters market coffee because they have the last connection with (or are the closest to) the end consumer,” he says. “Many roasters also own coffee shops, so they have a direct line of connection with customers.”

As a result of this, coffee businesses in majority consuming countries retain most of the marketing expertise. Furthermore, many marketing and media industries are largely centred in the Global North, including Europe and the US. In 2021, the combined advertising spending of Europe and North America was over US $440 billion, while countries in Latin America collectively spent US $27 billion on advertising during the same period.

The business of roasting and selling roasted coffee is also inherently more profitable than growing and selling green coffee, for a number of reasons. It’s also worth noting that the coffee roasting segment is much more competitive than many other areas of the supply chain, whether B2B or B2C. As such, roasters have increasingly been pushed to use branding and marketing to set themselves apart in recent years.

Vanusia Nogueira is the Executive Director of the Brazilian Specialty Coffee Association (BSCA). “Producers sell raw coffee, but they don’t produce the final product,” she says.

“The BSCA promotes the trade and consumption of Brazilian specialty coffee, but we must do so in collaboration with those who sell the final product to consumers,” she explains. “Although we sell green coffee, we cannot sell the final product unless we work with other partners, including roasters.”

Coffee farmers largely sell green coffee to traders, roasters, and other professional green coffee buyers. As the audience is different and very much B2B, producers have had to use different marketing. 

Moreover, the marketing industries in many coffee-producing countries are still relatively young compared to majority consuming countries, which have a much longer history of marketing. This is especially true for coffee production, which had little marketing presence before the mid-20th century.

Furthermore, as coffee farming provides a subsistence income for many, the opportunity to invest in marketing is often not viable. Even if producers do receive a large sum of money, the focus for a larger investment is likely to be on their farming infrastructure rather than their marketing techniques.

Additionally, most producers live in remote, rural regions which naturally makes it far more difficult to access consumer markets directly. 

However, while most of the global coffee supply travels long distances to be roasted in majority consuming countries, roasting at origin is a growing trend. Operations such as Chica Bean in Guatemala and Big Island Coffee Roasters in Hawaii can roast coffee at origin and ship it internationally, thus retaining more of coffee’s value in producing countries.

How can producers scale up their marketing?

One of the biggest criticisms of the global coffee industry is that value is traditionally added once coffee has left the producing country. This largely means that farmers generally receive smaller proportions of the final price than other stakeholders. However, there are ways for coffee farmers to add more value at origin and increase the price they receive for their crop.

As we’ve mentioned, roasting coffee at origin is one of the many ways in which more value can be attained in producing countries, thereby potentially helping farmers receive higher prices.

Sunalini Menon is the President of Coffeelab Limited, and an Independent Director on the board of Tata Coffee, Asia’s largest integrated coffee company.

“Most roasters are based in coffee consuming countries,” she says. 

Traditionally, this is because roasted coffee is an unstable product, meaning it can quickly lose its flavour. Green coffee is usually transported on cargo ships for weeks at a time. If roasted coffee were to be shipped in the same way, it would reach the end consumer as a stale product.

Besides roasting at origin, innovations in experimental coffee processing techniques have immense potential for producers to market more exclusive coffees. This is especially prominent in B2B marketplaces, as smaller-scale roasters usually have more interest in exclusive and rarer coffees than larger companies

In many cases, producers are also leveraging social media and digital marketing to promote these experimentally processed coffees.

Wilford Lamastus is the head producer at Lamastus Family Estates in Boquete, Panama. 

“At Lamastus, we carry out various experimental processing methods, the latest of which is slow-dried anaerobic processing on raised beds,” Wilford says. “Roasters prefer to have different options, so we offer Gesha coffee processed in different ways.”

However, it should be noted that not all smallholder farmers have the capacity to carry out these experimental processing techniques. 

Without adequate training and investment in sufficient infrastructure, the risk of financial loss is much higher. What’s more, there is no guarantee that there is a market for these coffees, and it is often costly to produce them anyway.

Challenges & opportunities to add value

Vanusia highlights that the ability to replicate consistent flavour profiles is essential for farmers who are seeking to market unique or experimental coffees in particular.

“There are marketing opportunities for these processing methods, as consumers are curious to try them, and new processing techniques can support branding strategies for the producer and their farm. 

“However, producers must be able to replicate the unique profiles of experimentally processed coffees,” she adds.

Norbert adds how more advanced technology is helping producers to better understand how to control fermentation, ultimately creating a better quality product.

“Now, more than ever, coffee professionals are able to better understand how to control the variables involved in coffee processing.”

However, Sunalini highlights how producers should take great care when attempting to carry out experimental processing methods, especially if they typically use more traditional techniques.

“There are plenty of marketing opportunities, but farmers must understand this market and find out what consumers want first,” she says. “If producers can carry out these experimental techniques successfully and find the right market, then it will be a win-win situation for them and the entire coffee industry.”

Aside from experimental processing techniques, we can also consider roasting at origin. However, if coffee farmers want to start roasting and shipping internationally, the first port of call is to invest in establishing efficient distribution networks. This enables them to compete better with roasters based in coffee-consuming countries, as shipping times are then more likely to be similar.

However, developing these networks can be difficult, especially for smallholder farmers. As such, many producers may choose to not enter these international markets and strictly cater to domestic markets.

“We roast coffee in Panama for domestic consumption because we have a coffee shop at one of our farms,” Wilford tells me. “We’ve been roasting coffee for this coffee shop ten years and we don’t market the coffee we sell here internationally – we don’t want to compete with international roasters.”

Wider changes in the coffee industry

Although it’s not yet a widespread practice, more and more roasters are starting to operate at origin with a view to catering to international consumers. However, for roasters in coffee-producing countries, roasting for the domestic market is generally the most practical option. 

“There are roasters in India and most of them cater to the domestic market,” Sunalini tells me. “Indian roasters understand the demands and preferences of local consumers, and green beans are readily available in the country.”

Norbert explains: “Producers can either roast coffee themselves or use local private label roasters to sell on the domestic market.”

Exporting roasted coffee internationally is possible, but it is difficult, especially when maintaining freshness is a concern. Roasters like Chica Bean, for example, deliver roasted coffee by air as opposed to cargo shipping. However, any delays can place these roasters at a disadvantage compared to roasters in consuming countries.

Ultimately, more than branching out into roasting at origin or experimenting with processing methods, structural changes are more important if we want to ensure that farmers receive higher prices.

Third wave coffee culture has a prominent focus on sustainability and transparency in the coffee supply chain. This includes a growing interest from consumers to become more aware of how much farmers are paid, as well as pushing for more financial equity.

For the coffee professionals who have the ability to do so, educating consumers on the entire coffee supply chain is the most significant way to support producers. In turn, consumers have the opportunity to become more informed and aware of the entire supply chain – particularly where production is concerned.

Marketing is an essential part of the coffee industry. And while it seems like the stage is set for much of it to remain with consumer-facing businesses, there is growing potential for it to scale up at the production end of the supply chain, too.

Although there are a number of challenges and limitations, opportunities for farmers to market their coffees are becoming more accessible. Ultimately, for other stakeholders across the supply chain, the best thing to do is simply provide support where you can – and represent farmers in a fair, authentic, and transparent way. 

Enjoyed this? Then read our article on marketing in the coffee sector.

Photo credits: Lamastus Family Estates

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