Understanding Value in Coffee | Green Coffee Summit 2022
In this four-part series, we will hear from the authors of two recent publications by the Specialty Coffee Association, the Coffee Sensory and Cupping Handbook and the Attributes White Paper.
The Green Coffee Summit and Resource Library would not have been possible without our Title sponsor, Barista Attitude, and supporting sponsors, BWT Water+More, San Coffee Brazil, and Mercanta. Learn more about how our partners are making coffee market resources accessible.
Drawing upon advances in sensory science, the global expansion of specialty coffee, and a commitment to making specialty coffee a thriving, equitable, sustainable activity for the entire value chain, SCA speakers Kim Elena Ionescu, Dr. Mario Fernández Alduenda, Peter Giuliano, and Jenn Rugolo will make the case that the coffee industry's understanding of value has evolved over the past two decades and our tools - like the SCA Cupping Form - must evolve, as well.
About the Presenters
Kim Elena Ionescu
Kim Elena Ionescu is the Chief Sustainability and Knowledge Development Officer for the Specialty Coffee Association (SCA), where she develops strategy and leads action on behalf of coffee-centric businesses and organizations both large and small in the United States, Europe, and beyond to tackle the challenges coffee faces now and in the future. Prior to joining the association, Kim spent a decade buying coffee and creating and directing sustainability at Counter Culture Coffee in North Carolina, where she resides with her husband and two daughters. And although these days she is more likely to be found behind desks and podiums than cupping tables and espresso machines, Kim believes that innovation and collaboration across the coffee value chain are critical for our community to thrive.
Dr. Mario R. Fernández-Alduenda
From a coffee producing family in Mexico, Mario R. Fernández-Alduenda has tried to understand coffee for almost 30 years, under the light of food science. He has played many roles along the chain, from processor to coffee shop owner, but has mostly focused on the study of coffee flavor, how it is perceived and appreciated, and how it is formed. He is the Technical Officer of the SCA, which he joined in 2020.
Peter Giuliano
Peter Giuliano is the Executive Director of the Coffee Science Foundation and Chief Research Officer of the Specialty Coffee Association. With more than 30 years’ experience in the coffee trade, his focus now is on promoting research and scientific inquiry on coffee, and bringing evidence-based insights to the coffee industry.
Jenn Rugolo
Jenn Rugolo is curator and editor focused on communicating complex ideas in specialty coffee. Perpetually curious about how people create culture and belonging through different activities, Jenn holds a Bachelors of Music Ad Hoc (Northwestern University) and a Masters of Arts in Ethnomusicology (University College Cork). Before taking on her current role as Curatorial Director at the Specialty Coffee Association, where she focuses on the association’s print and digital communications, Jenn worked to design, run, and communicate casual educational platforms across roles at 3FE, World Coffee Events, Facebook, and Tamper Tantrum. Concurrently a partner in Playset Coffee, Jenn spends her “free time” supporting progress in specialty coffee through projects that embrace collaborative learning and sharing.
Find all of the presentations from this event in the freely available Green Coffee Summit Resource Library or learn more about our upcoming Green Coffee Summits: green.sca.coffee.