Key Takeaways from World Of Coffee Geneva 2025

This year’s event was marked by around 400 exhibiting companies, thousands of visitors and an air conditioning system that was working overtime. Though smaller than last year’s edition in Copenhagen, the global coffee community was well represented in terms of both geography and industry. WOC is traditionally a specialty coffee event, but there is a growing commercial and soluble presence year on year. Instant coffee was notably well represented in Geneva, with both commercial and specialty traders fielding inquiries and directing clients to the Sucafina Instant section of our booth. 

As we all know and love to hear, the market is stable, and no one had anything to say about it. Next topic. 

Kidding. 

Volatility 

Current market volatility was at the forefront of many minds, with the trade broadly acknowledging that volumes for the year are lower overall, and hand-to-mouth purchasing is becoming progressively more common. For roasters, costs are higher, budgets are tighter and forward uncertainty continues to add pressure on business. Flexibility in qualities, baskets and blending is increasingly critical to competitiveness.

Regulation 

Another predictable point of conversation for the commercial team was European Deforestation Regulation (EUDR). There was some speculation that the regulation will be delayed further, however the general consensus was that we will be witnessing its implementation in 2026. Primary concerns at this stage are availability of EUDR compliant coffees, which goes hand in hand with the renewed topic of the need for end-of-year stockpiling. As the deadline approaches, most in Europe do appear prepared; however, there is still unease surrounding the technical aspect of reporting and uploading relevant documentation in both the EU and related proprietary systems.

Spot Availability 

For specialty traders, there was noticeable concern among clients regarding nearby spot availability. While mid-sized and larger specialty roasters are performing well, smaller roasters that lack the necessary resources to buy forward are finding themselves with fewer spot options. As traders work to clear their long destination positions in an inverted market, some roasters are stuck in a Q3 coverage limbo, waiting for Brazil and Peru crops to come in.

Artificial Intelligence 

An interesting new topic of conversation that is gaining traction for the industry as a whole is the utilization of AI technology and machinery in the process of coffee analysis. Many clients stopped by the Sucafina booth on Saturday for a demonstration of ProfilePrint technology, which uses AI to evaluate the molecular data of coffee beans and predict quality attributes. For smaller roasters without a Q-grader on call, these types of technologies can provide advanced, automated insight at the click of a button.

As for the Sucafina team, we held a packed cupping session, watched our CEO Nicolas Tamari at the CEO Roundtable, met both current and new clients and handed out stickers and coffee bags by the dozen. If you’re a fan of one-stop shopping like my American self, WOC is a great opportunity to meet every facet of the industry in one place. You won’t want to miss Brussels 2026!

Jamie is a New Jersey expat currently located in Geneva. She has been with Sucafina since 2021 and works on the green coffee desk with clients primarily from Central and Northern Europe. She holds a master’s degree in commodity trading from the University of Geneva, and is currently an SCTA Next Gen Council Member.