The coffee sector is in constant flux. Increasingly our definitions of consumer, creator, and producer are blurring. The way we drink coffee is changing, even how we define the term “coffee” itself.

JENN RUGOLO, Specialty Coffee Association Innovation Officer, shares early insights from a project exploring the possibility of building a common language around green coffee identity.

Green coffee sales representative and author KOSTA KALLIVROUSIS offers insights and new marketing strategies that engage “digital natives,” the postmillennial generation that is evolving the relationship between brands and consumers.

The SCA’s Publications Manager, LAUREL CARMICHAEL, introduces a Coffee Science Foundation research project on the sensory impact of physical defects in green coffee, undertaken at the Coffee Excellence Center at the Zurich University of Applied Sciences. 

Scholar and PhD candidate JORDAN BUCHANAN shares their research into the rise of the specialty café scene in Puebla state, Mexico, focusing on the journey and testimony of coffee-shop owners.

PhD student ANNA LUIZA SANTANA NEVES shares their research into Brazil’s everyday and culturally informed coffee and food pairings, from pão de queijo to chocolate.

Communications expert and researcher DANIEL MURAGA shares insights into Kenya’s domestic specialty coffee consumption, tracing how migration, economic shifts, and urbanization have fueled a dynamic local café and roasting scene, blurring the distinction between “producing country” and “consuming country.”

Writer and anthropologist ALEXA ROMANO and researcher and strategist VERA ESPÍNDOLA RAFAEL draw on two intentional dialogues, held at the Women-Powered Coffee Summit in 2024, to look at the value of dialogue to understand the needs and realities of coffee producers, particularly women.