{"id":27131,"date":"2025-07-16T12:28:42","date_gmt":"2025-07-16T10:28:42","guid":{"rendered":"https:\/\/www.supercom.agency\/?p=27131"},"modified":"2025-08-25T16:37:56","modified_gmt":"2025-08-25T14:37:56","slug":"world-of-coffee-geneva-2025-part-1","status":"publish","type":"post","link":"https:\/\/www.supercom.agency\/en\/world-of-coffee-geneva-2025-part-1\/","title":{"rendered":"World of Coffee Geneva 2025 – Part 1"},"content":{"rendered":"\t\t
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Immersion in World Of Coffee Geneva 2025 \u2013 The Interview Series \u2013 Part 1.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Every year, World of Coffee travels to a different European city, gathering together the global coffee community\u2014from producers and roasters to equipment makers, traders, and sustainability advocates. The 2025 edition took place in Geneva<\/strong>, where the summer heat made the experience feel even more immersive\u2014perfectly setting the stage for a deep dive into the vibrant world of specialty coffee<\/strong>.<\/p>

But what exactly is specialty coffee? At its core, it refers to high-quality beans<\/strong>\u2014mostly Arabica<\/strong>, occasionally Robusta<\/strong>\u2014that are cultivated with care, often in high-altitude regions, and evaluated for their flavor, traceability, and sustainability. Beyond the cup, specialty coffee also means fair prices for producers<\/strong>, innovation in roasting and brewing<\/strong>, and an ongoing dialogue around topics like the European Green Deal<\/strong>, coffee pricing<\/strong>, and environmental impact<\/strong>.<\/p>

At this year\u2019s event, we explored the full ecosystem\u2014from espresso machines to filter coffee, grinders, cold brews, and direct trade models. We met with inspiring people shaping the industry and gathered their stories in this two-part interview series.<\/p>

In Part 1<\/strong>, we share insights and interviews with representatives, owners, and directors from:

<\/strong>Fairtrade International Switzerland<\/strong><\/a>,\u00a0<\/b>Bialetti<\/a>,\u00a0<\/b>Caf\u00e9 de Costa Rica<\/a>,\u00a0<\/b>Eversys<\/a>,\u00a0<\/b>Burundi Coffee<\/a>,\u00a0<\/b>Ecom Trading<\/a>,\u00a0<\/b>Rex-Royal<\/a>,\u00a0<\/b>Say When Chai<\/a>,\u00a0<\/b>Directroaster<\/a>,\u00a0<\/b>Dethlefsen & Balk<\/a>,\u00a0<\/b>Papua New Guinea<\/a>,<\/span>\u00a0<\/span>Red Rock Caf\u00e9s<\/a>\u00a0<\/b>and<\/span>\u00a0<\/b>Timemore<\/a>.<\/span><\/p>

Each brings a unique vision for the future of coffee\u2014whether it\u2019s through innovation, tradition, or sustainability. Let\u2019s dive in.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Building Fairer Trade: An Interview with Fabian Waldmeier, CEO of Fairtrade<\/a> Switzerland<\/b><\/p>

In an increasingly conscious and connected world, Fairtrade has emerged as one of the most trusted and recognized sustainability labels globally. It represents a movement that champions ethical production, environmental responsibility, and above all, fairer trading conditions for smallholder farmers and workers in developing countries. From cocoa and coffee to bananas and spices, the Fairtrade system ensures that producers receive a minimum price for their goods, along with a premium they can invest in their communities\u2014supporting education, healthcare, and agricultural improvements.<\/p>

We met Fabian Waldmeier, CEO of Fairtrade Max Havelaar Switzerland, who shared insights into the organization\u2019s mission, operations, and future goals. Here\u2019s our conversation.<\/p>

Hello Fabian, nice to meet you.<\/b><\/p>

Nice to meet you too!<\/p>

You\u2019re the director of Fairtrade Switzerland. Can you briefly explain what Fairtrade stands for?<\/b><\/p>

Fairtrade is one of the world\u2019s most recognized sustainability labels. We stand for sustainable production<\/b> and fair prices<\/b>. Our goal is to ensure that producers\u2014especially smallholder farmers\u2014can thrive by organizing into cooperatives and receiving not only a minimum price<\/b> for their goods but also a Fairtrade Premium<\/b> to invest in their communities. At events like this one, we bring producers from Latin America, Africa, and Asia together with buyers to foster long-term trade relationships<\/b>. It\u2019s all about building connections and transparency.<\/p>

What is your main role in Switzerland?<\/b><\/p>

We promote Fairtrade in the Swiss market<\/b>. That includes working closely with businesses\u2014from retailers and roasters to hospitality players\u2014and running consumer education campaigns. We also collaborate with traders, importers, and producers to support the entire value chain.<\/p>

And how is Fairtrade financed?<\/b><\/p>

We operate on a licensing model<\/b>. If a company meets all Fairtrade standards\u2014pays the minimum price and the premium\u2014we allow them to use our label. They then pay us a licensing fee<\/b> for this. This fee not only funds our operations in Switzerland, but also supports our producer networks<\/b> around the world, which provide technical assistance and development support directly on the ground.<\/p>

In Switzerland, which companies do you work with?<\/b><\/p>

We collaborate with a wide range of actors. On the retail side, we work with Coop, Migros, Aldi, and Lidl<\/b>. We also partner with coffee roasters, caterers for university canteens and hotels<\/b>, and companies with large staff restaurants. Basically, we try to work with every link in the value chain<\/b>, including importers and small roasters. Our market share of Fairtrade coffee in Switzerland reached 18% last year<\/b>, which is great progress\u2014but there\u2019s still a long way to go.<\/p>


<\/b>We\u2019ve often heard the name Max Havelaar. What\u2019s the story behind it?<\/b><\/p>

Great question. The name comes from a Dutch novel<\/strong> written during colonial times. Max Havelaar is the character who rebels against the exploitation of colonial systems. When our organization was founded in Switzerland, we adopted the name to symbolize our mission. Today, we operate as Fairtrade Max Havelaar Switzerland, and we are a full member of Fairtrade International, working under the same global standards.<\/p>

What are your impressions of this trade fair?<\/b><\/p>

It\u2019s a very energizing event. People are talking, discovering, and exchanging ideas. We have producers and retailers under the same roof\u2014it\u2019s the perfect setting for fostering new relationships and discussing innovative strategies. It\u2019s great to see so much enthusiasm for sustainable sourcing.<\/p>

With 18% market share for coffee, where do you see growth in the future?<\/b><\/p>

We\u2019re definitely optimistic. Growth is happening, especially among small roasters, and we\u2019re seeing encouraging signs in retail and hospitality. Some Fairtrade products, like bananas<\/strong>, have already achieved over 50% market share <\/strong>in Switzerland. So while we don\u2019t expect coffee to reach that level overnight, getting to 25\u201330% market share in the coming years is realistic.<\/p>

Is Fairtrade coffee always more expensive?<\/b><\/p>

Not necessarily. Our intervention occurs at the export level, ensuring that farmers receive a minimum price and a premium. The final shelf price depends on many factors like product positioning, packaging, and distribution. In some cases, Fairtrade coffee can even be more affordable than uncertified coffee. It\u2019s a matter of brand and retailer strategy.<\/p>

What other products are included in your Fairtrade portfolio?<\/b><\/p>

Coffee and bananas are the flagships, but our portfolio is broad. It includes exotic fruits like passion fruit, honey, tea, cereals like rice and quinoa, herbs, and spices<\/b>. You can find many of these in Swiss supermarkets, and more are coming. That variety helps us appeal to a wider range of consumers and retailers.<\/p>

Thank you, Fabian! And congratulations on all the impactful work you\u2019re doing.<\/b>
<\/b>
<\/b>Thank you! It was a pleasure!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Interview with Roberto De Carli, Head of International Business Development \u2013 at Bialetti<\/a><\/b><\/p>

Few brands in the coffee world are as instantly recognizable as Bialetti. With its iconic stovetop Moka Express pot, proudly featuring the little mustachioed man, Bialetti has been a symbol of Italian coffee culture for over a century. But the historic company made it clear it is not resting on its laurels. In the midst of a bustling booth showcasing design collaborations, induction-ready models, and a new innovation called Pump My Moka<\/i><\/b>,<\/b> we met with Roberto De Carli<\/b>, Head of International Business Development \u2013 Coffee, to talk about Bialetti\u2019s evolving identity, its foray into specialty coffee, and how design, innovation, and storytelling continue to drive the brand forward.<\/p>

Roberto, tell us a bit about the Bialetti Group.<\/b>
<\/b>
<\/b>Bialetti is the iconic brand for the moka pot. We started more than 100 years ago, and today we\u2019re proud to say that we are a unique player in the market \u2014 not just for manufacturing moka pots, but also because we roast our coffee in-house. This makes us one of the few brands in the world to control the entire experience, from machine to bean. We are present in 90 countries worldwide, and now we\u2019re here at World of Coffee to introduce Pump My Moka\u00a0\u2014 our revolution in coffee preparation.<\/p>

That name really piques curiosity. What is <\/b>Pump My Moka<\/i><\/b>?<\/b>
<\/b>
It\u2019s a complete reinvention of the moka experience. It\u2019s essentially a moka pot equipped with a pump that allows you to control both the pressure and the temperature \u2014 two key variables in coffee extraction. This opens the door to more than just traditional moka brewing. You can now experiment with cold coffee recipes, mixology, and even specialty coffee profiles that were previously out of reach for stovetop brewing. It\u2019s a completely new tool with a familiar soul.<\/p>

Is it already on the market?<\/b>
<\/b>
<\/b>We\u2019ve started with some initial sales through our e-commerce platform, and we\u2019re now fine-tuning our distribution channels. It\u2019s a strategic launch \u2014 we\u2019re testing how it fits into different coffee communities, from classic moka lovers to specialty coffee enthusiasts.<\/p>

And what about the beautiful small moka pots you have on display here? Some of them have quite striking designs.<\/b>
<\/b>
Yes, Bialetti is known not just for its functionality, but also for its collaborations. We\u2019ve partnered with major names like Dolce&Gabbana <\/b>\u2014 we have two special models: Carretto<\/i> and Blue Mediterraneo<\/i>. We also collaborate with Netflix. You\u2019ll find moka pots inspired by <\/b>Bridgerton<\/i><\/b>, <\/b>Squid Game<\/i><\/b>, and soon <\/b>Stranger Things<\/i><\/b>.<\/b> These are collector\u2019s pieces, but they\u2019re fully functional, too.<\/p>

We also noticed you\u2019re showcasing an induction-compatible moka pot \u2014 a big step considering traditional models only worked on gas or electric stovetops.<\/b>
<\/b>
Exactly. We wanted to preserve the classic design while adapting to modern kitchens. This new moka for induction has the same iconic shape, but with updated materials to make it usable on induction hobs. It\u2019s part of our effort to be both innovative and respectful of our heritage.<\/p>

There\u2019s been some talk about Bialetti undergoing changes in ownership and strategic direction. Can you speak to that?<\/b>
<\/b>
Sure. There have been transitions, yes, but the important thing is that our identity \u2014 from design to R&D to production \u2014 remains firmly rooted in Italy. That\u2019s non-negotiable for us. Bialetti\u2019s legacy is Italian, and that\u2019s where it will continue to grow from.<\/p>

And what\u2019s your impression of World of Coffee Geneva?<\/b>
<\/b>
It\u2019s fantastic. This is actually our first time at this type of event, and we\u2019ve been impressed by the quality of the visitors. It\u2019s a gathering of passionate coffee lovers and professionals \u2014 the perfect audience for our message. We\u2019re already considering our presence at the next edition in Brussels in 2026.<\/p>

Finally, as a brand so widely known, are you also moving into coffee shop concepts or experiences?<\/b>
<\/b>
Yes, that\u2019s something we\u2019re exploring. Our goal is to introduce the moka pot \u2014 and the culture around it \u2014 to new audiences, especially in the specialty coffee space. We\u2019re thinking about how we can create experiences that go beyond retail, whether that\u2019s through coffee shops or curated tastings.<\/p>

Thank you Roberto!
<\/b>
<\/b>Enjoy the trade show!<\/p>

Quick takes\u00a0<\/b><\/p>

From stovetops in Italian kitchens to designer collaborations and specialty innovations, Bialetti continues to evolve without losing sight of what made it iconic in the first place. With the launch of Pump My Moka<\/i><\/b>, induction-compatible designs, and pop culture partnerships, the brand is proving that even a 100-year-old moka pot can keep up with the future of coffee.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Costa Rica’s Coffee Legacy: A Conversation with ICAFE’s<\/a> Andr\u00e9s Piedra Fallas<\/b><\/p>

Costa Rica is renowned for its high-quality Arabica coffee<\/b>, cultivated in rich volcanic soils and high-altitude microclimates. Known for its floral aromas, bright acidity, and clean, balanced profiles, Costa Rican coffee reflects the country’s deep-rooted commitment to excellence and sustainability in every cup.<\/p>

The Costa Rica stand stood out with its clean, open design and welcoming atmosphere. Visitors were invited to experience fresh brews and take part in live coffee cupping sessions, <\/b>allowing them to taste and compare a variety of regional profiles firsthand. Together, they offered insights into what makes Costa Rican coffee exceptional, from quality and regulation to flavor and sustainability.<\/p>

We had the pleasure of speaking with to a key figure representing Costa Rica’s coffee excellence: MSc. Fco. Andr\u00e9s Piedra Fallas, Promotion Manager at the Costa Rica Coffee Institute (ICAFE). <\/b>We also met Jos\u00e9 Mar\u00edn<\/b>, Marketing & Coffee Sales at Marespi<\/a> <\/b>based in P\u00e9rez Zeled\u00f3n. Jos\u00e9 offered us a tasting of freshly brewed Costa Rican coffee that beautifully showcased the region’s signature Arabica flavor profiles.<\/p>

Here our interview of Andr\u00e9s Piedra Fallas.<\/b><\/p>

Hello Andr\u00e9s, nice to meet you. Can you introduce yourself?<\/b><\/p>

Hello! My name is Andr\u00e9s Piedra Fallas. I am the Promotion Manager at the Costa Rica Coffee Institute, also known as ICAFE.<\/p>

What makes Costa Rica unique in the world of coffee?<\/b><\/p>

Costa Rica is very different from other coffee-producing countries. We have a unique law that regulates the entire coffee value chain. This law defines how producers, processors, exporters, and roasters interact. It’s all designed to ensure transparency, fairness, and high quality. The law ensures that producers receive a fair share of the export price.<\/p>

What type of coffee is produced in Costa Rica?<\/b><\/p>

Costa Rica is 100% Arabica.<\/b> By law, it is forbidden to grow Robusta coffee here. That means we focus entirely on quality. Although we produce only about 0.7% of the world’s coffee<\/b>, we are recognized for our exceptional quality.<\/p>

The 2025 European Green Deal: Sustainability seems to be a big focus. Can you tell us more?<\/b><\/p>

In 2025, the European Union implemented the European Green Deal,<\/b> introducing new regulations to ensure imported commodities like coffee are produced without deforestation. Countries were assessed and classified as low, medium, or high risk based on environmental practices and transparency. Costa Rica stands out as the only coffee-producing country in the Americas officially designated as a ‘low-risk origin.’<\/strong> This status simplifies export procedures to Europe and highlights Costa Rica\u2019s long-standing commitment to sustainable land use, traceability, and forest conservation.<\/p>

We have strict policies for forest conservation, river protection, and reforestation. More than 80 years of coffee production here has gone hand-in-hand with environmental responsibility.<\/p>

And what about the social side?<\/b><\/p>

All coffee harvesters in Costa Rica, including migrant workers from Panama, are covered by health insurance. That includes maternity and social security. We\u2019ve also created kindergartens at harvesting sites so that children are cared for while their parents work, preventing child labor and supporting families.<\/p>

What does the Costa Rican coffee sector look like in numbers?<\/b><\/p>

We have around 25,000 producers working 82,000 hectares. There are 308 processing plants, known as “beneficios,” and 94 exporters. Many producers are also processors and exporters. We promote equal opportunity, so any producer can participate in international events like this one.<\/p>

How is your coffee structured regionally?<\/b><\/p>

Costa Rica has seven main coffee-producing regions: the North Zone, Central Valley, Western Valley, Turrialba, Los Santos, Tarraz\u00fa, and Coto Brus. Each has its own microclimates, altitudes, and flavor profiles. For example, Los Santos is the highest-producing region, and Tarraz\u00fa, part of Los Santos, holds a Denomination of Origin for its unique quality and heritage.<\/p>

What is your goal at events like World of Coffee?<\/b><\/p>

Our aim is to promote Costa Rican coffee globally. We offer space at our stand to producers who cover their own travel and lodging, while the institute covers the stand’s cost. Here in Geneva, we have around 20 representatives showcasing their coffee.<\/p>

Final thoughts?<\/b><\/p>

Costa Rica can\u2019t compete on volume, but we compete on excellence\u2014on quality, sustainability, and transparency. That\u2019s what sets us apart.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Redefining Automation: Eversys SA<\/a> and the Future of Coffee Excellence<\/b>
<\/b>Interview with Michele Mastrocola, Director Partner Channels<\/b><\/p>

Based in the heart of Switzerland, Eversys SA<\/b> is a pioneer in high-end, fully automatic coffee machines that deliver traditional espresso quality with the ease of automation. Founded around 15 years ago, the company has made it its mission to serve the best cup of coffee possible<\/i>, combining Swiss precision with a deep understanding of espresso culture. Eversys calls its technology \u201csuper traditional\u201d<\/b>\u2014machines that preserve the craftsmanship of baristas while optimizing workflow and consistency. With a global footprint, Eversys serves both large coffee chains and specialty caf\u00e9s seeking efficiency without compromising on quality.<\/p>

At the World of Coffee, we sat down with Michele Mastrocola<\/b> to talk about their latest machines, brand evolution, and what sets Eversys apart. During our visit, we also had the pleasure of meeting Oph\u00e9lie Verg\u00e8res<\/b>, who was representing the team alongside with Michele and others.<\/p>

Hello Michele, nice to meet you. Can you tell us a bit about Eversys, the machines, and your customers?<\/b>
<\/b>
<\/b>Hello. Well, Eversys is based in Switzerland, born around 15 years ago. The idea was always to serve the best cup of coffee possible. Quality in the cup has always been\u2014and still is\u2014our core focus. Over the years, we\u2019ve grown globally, covering the increasing demand for fully automatic machines.<\/p>

We call ourselves \u201csuper traditional\u201d because our machines are fully automated, but engineered to preserve the soul of espresso. Our current lineup includes four units: Enigma, Shotmaster, Cameo, and Legacy<\/b>. Each serves different needs, but they all deliver exceptional cup quality.<\/p>

Our customers vary widely. While we work with major coffee chains, we also cater to independent specialty caf\u00e9s<\/b> who are looking for workflow efficiency but won\u2019t compromise on quality. We still believe the human component behind a machine is essential. We’re not just another automatic machine\u2014our goal is to empower great coffee experiences.<\/p>

Can you tell us about the latest machine you’re showcasing here?<\/b>
<\/b>
At this show, we\u2019re presenting the entire portfolio, but the newest member of the family is the Legacy. It\u2019s incredibly versatile\u2014you can configure it with two, three, or four grinders, meaning you can brew with different beans at the same time. It\u2019s compact, with a minimal footprint, and offers powder integration as well.<\/p>

That means one machine can prepare both hot and cold beverages\u2014like a matcha latte<\/b> or, today, a Blueberry Breeze<\/b>, with just a touch of a button. The Legacy really embodies what we stand for: quality, flexibility, and innovation.<\/p>

How has the trade show been for you so far?<\/b>
<\/b>
<\/b>It\u2019s been great. Of course, generating leads is important, but for us this event was also about launching a new communication strategy and a new visual identity. It\u2019s not just about the machines\u2014it\u2019s about how we present ourselves to the coffee world.<\/p>

If you knew Eversys before, you\u2019ll see a completely new brand experience now. We received very positive feedback from the audience. The stand itself, our storytelling, and our engagement\u2014it\u2019s a fresh chapter for Eversys, and we\u2019re excited about where it\u2019s heading.<\/p>

Michele, thank you very much.<\/b>
<\/b>
<\/b>Thank you\u2014and I wish you a great show as well!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Burundi\u2019s Coffee and the Road to Sustainable Excellence \u2013 A Conversation with Augustin Manirakiza from ITC Burundi<\/a><\/b><\/p>

At the Burundi stand, the aroma of freshly brewed coffee fills the air. Visitors are drawn in by the warm welcome and the chance to taste a cup with a story behind every bean. We meet Augustin Manirakiza<\/b>, a passionate figure in Burundi\u2019s coffee sector, deeply involved in production, sustainability, and value promotion. Coffee cupping was actively happening at the booth, attracting a curious and engaged audience.<\/p>

Hello Augustin, thank you for taking the time. Can you tell us who you are and your role in Burundi coffee?<\/b>
<\/b>
<\/b>I\u2019m Augustin Manirakiza, and I have dedicated much of my professional life to Burundi\u2019s coffee sector. I am part of the national push to promote Burundi coffee at the international level, support our producers, and help them adapt to new global regulations, especially around sustainability and deforestation.<\/p>

What makes Burundi coffee special?<\/b>
<\/b>
Burundi is a small country, but our coffee is rich in complexity and character. We cultivate mostly Arabica<\/b>, particularly the Bourbon variety<\/b>, which thrives in our high-altitude regions with volcanic soil and temperate climate. Our coffees are known for their bright acidity, floral notes, and sweet, clean cups<\/b> \u2013 very sought-after by specialty roasters.<\/p>

How is Burundi adapting to new European regulations like the EU Deforestation-Free Products Regulation?<\/b>
<\/b>
The new regulation that took effect in 2025 requires that coffee imported into the EU must be proven not to have contributed to deforestation. This is a major challenge but also an opportunity. In Burundi, we are launching training programs and working closely with farmers to improve traceability and compliance. We\u2019re mapping coffee plots with GPS, creating digital records, and supporting cooperatives with the tools they need to comply. It’s crucial for access to the European market.<\/p>

Tell us more about the competitions we\u2019ve heard about in Burundi to promote coffee quality.<\/b>
<\/b>
Yes, we\u2019ve organized national competitions to valorize the work of our producers<\/b> and push for excellence. These events allow farmers to showcase their coffees, receive feedback, and connect with international buyers. It\u2019s a way to motivate producers and elevate the entire supply chain. One such competition even turned into a major platform for young Burundians to discover careers in the coffee sector.<\/p>

What is your main goal at this trade show?<\/b>
<\/b>
We\u2019re here to build new relationships and show that Burundi is serious about quality and sustainability. We want people to taste our coffee and understand that behind every cup, there are smallholder farmers working hard, often on just one hectare of land, to produce something exceptional.<\/p>

What are the most common coffee processing methods in Burundi<\/b><\/p>

Most of our coffee is washed (fully wet-processed)<\/b>. This method helps highlight the brightness and clarity of our Bourbon Arabica. But we are also experimenting more with natural and honey processing<\/b>, which can bring out fruitier and more complex flavors \u2013 something roasters increasingly appreciate.<\/p>

Are there any challenges unique to Burundi coffee today?<\/b>
<\/b>
Definitely. In addition to adapting to regulations, we are also facing logistical and financial challenges. But what makes us optimistic is the resilience and determination of our farmers. With the right support and recognition, Burundi coffee can continue to grow and shine globally.<\/p>

Final word for coffee lovers?<\/b>
<\/b>Yes \u2013 when you drink Burundi coffee, you\u2019re tasting a country\u2019s soul. And you\u2019re supporting a future where coffee and forest conservation go hand in hand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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ECOM Agroindustrial<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Global Impact, Local Roots \u2013 Interview with Rita Bouhout-Negre of ECOM Agroindustrial<\/a><\/b><\/p>

We had the opportunity to speak with Rita Bouhout-Negre<\/b>, Global Marketing Director at ECOM Agroindustrial Corp. Ltd.<\/b>, one of the world\u2019s largest soft commodity trading groups, with a strong presence in coffee, cocoa, and cotton<\/b>. ECOM is a family-owned company headquartered in Switzerland, operating in over 40 countries<\/b> through more than 150 subsidiaries<\/b>.<\/p>

Hello Rita, nice to meet you. Can you introduce yourself and tell us about your role at ECOM?<\/b>
<\/b>
<\/b>Yes, of course. My name is Rita Bouhout-Negre, and I am the Global Marketing Director at ECOM Agroindustrial. ECOM is an international trading and supply chain management company. I oversee the group\u2019s global brand positioning and marketing strategy across all divisions \u2014 with a strong focus on coffee, which is one of our core businesses.<\/p>

How would you describe ECOM to someone not familiar with the group?<\/b>
<\/b>
We are a major player in the commodity world, but we are also much more than a trading company. In coffee, we are involved all the way from the farm level \u2014 working directly with producers \u2014 to the final delivery of green coffee to our clients. That includes sustainability programs, digital traceability, logistics, financing, and quality control. Our strength is combining global scale with deep local roots.<\/p>

Where are your main markets and operations based?<\/b>
<\/b>
Our operations span Latin America, Africa, and Asia \u2014 anywhere coffee is grown. Brazil, Colombia, Vietnam, and Ethiopia are some of our key origins. But our commercial presence is truly global: we have offices and clients across Europe, North America, and Asia. We serve large roasters, specialty buyers, and everything in between.<\/p>

What was your goal in attending World of Coffee this year?<\/b>
<\/b>
Events like this are essential. They allow us to reconnect with long-time clients, discover new prospects, and share updates from our field projects. It\u2019s also a space to listen \u2014 to understand how consumption habits are changing, what roasters are looking for, and how the specialty segment is evolving. We come here not just to talk, but to learn.<\/p>

Is ECOM involved in the specialty coffee sector as well?<\/b>
<\/b>
Yes, very much so. We work with smallholder farmers in producing exceptional microlots, fully traceable and often organic-certified. Through our field teams and subsidiaries, we support farmers in meeting the specific demands of the specialty market. But we also adapt \u2014 some clients are in the premium segment, others focus on volume with consistent quality. We tailor our approach.<\/p>

What trends or challenges are you seeing in the market today?<\/b>
<\/b>
Covid shifted many things. Some clients lost their specialty focus temporarily, but we\u2019ve seen a strong rebound. Traceability and sustainability are no longer \u201cnice-to-have\u201d \u2014 they\u2019re expected. At the same time, climate change is affecting production, so we need to invest in more resilient farming models. That\u2019s where our long-term approach makes a difference.<\/p>

Can you give an example of how ECOM adapts to different market segments?<\/b>
<\/b>
We supply to a wide range of clients \u2014 from independent roasters in Paris to large chains like Starbucks or Lavazza. Each has its own needs, and we adapt accordingly. For some, it’s about cup profile. For others, it\u2019s origin traceability or impact metrics. We have the data, the people, and the network to deliver across that spectrum.<\/p>

Final thoughts \u2014 what excites you most about the coffee industry today?<\/b>
<\/b>
Its dynamism. There\u2019s always something new happening \u2014 whether it’s in fermentation techniques, consumer tastes, or sustainability expectations. And coffee continues to be a bridge \u2014 connecting people, cultures, and livelihoods. That\u2019s what keeps me passionate about what we do.<\/p>

Thank you Rita!<\/b>
<\/b>Thank you as well and don\u2019t forget to get your coffee!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Swiss Precision and Power: Rex-Royal<\/a>‘s Fully Automatic Coffee Machines<\/b><\/p>

At the World of Coffee event, we stopped by the booth of Rex-Royal<\/b>, a Swiss company renowned for its cutting-edge, fully automatic coffee machines designed for the professional sector<\/b>. With over 85 years of experience, Rex-Royal stands out for its commitment to Swiss engineering, sustainability, and uncompromising quality<\/b>. All machines are conceived, developed, and manufactured entirely in D\u00e4llikon near Zurich<\/b>, ensuring complete control over every detail \u2014 from design to performance. Whether it\u2019s for a bustling hotel breakfast, a busy caf\u00e9, or large-scale catering operations, Rex-Royal provides robust solutions that combine user-friendly technology with premium coffee results.<\/p>

We had the pleasure of speaking with Marco Schwarzenbach<\/b>, Marketing Manager<\/strong>, to learn more about the brand\u2019s philosophy and their latest innovations.<\/p>

Hello Marco, nice to meet you. Could you tell us a bit about Rex-Royal and your role?
<\/b>
<\/b>Nice to meet you as well. I\u2019m responsible for marketing at Rex-Royal. We\u2019re a Swiss manufacturer of professional, fully automatic coffee machines. Our company was founded in 1937, and all our machines are designed, developed, and produced here in Switzerland, in D\u00e4llikon, just outside of Zurich.<\/p>

And where are your main markets? Do you mostly sell in Switzerland or also abroad?
<\/b>
<\/b>We\u2019re globally active. Switzerland is of course an important home market, but we\u2019re also very strong in Europe and expanding in Asia. We have a branch in southern Germany, in Rheinfelden, and another one in Singapore. Wherever there’s a demand for high-performance coffee machines, we\u2019re present \u2014 usually working through local partners and distributors.<\/p>

Who is your ideal customer?
<\/b>
<\/b>We cater to the professional sector: hotels, restaurants, the hospitality and care sectors \u2014 anywhere there\u2019s a need for large volumes of high-quality coffee served quickly. Internationally, we work a lot with distributors and coffee roasters as well.<\/p>

You brought a machine with you to the show. Can you tell us more about it?<\/b><\/p>

Yes, this is our latest model, the Rex-Royal S500 \u2014 a real powerhouse. It can produce 250 to 350 coffees per hour, depending on the extraction time, and has a capacity of 58 liters of hot water per hour. It also allows you to produce everything simultaneously \u2014 no waiting.<\/p>

Wow, that\u2019s impressive. What are some of its standout features?<\/b><\/p>

<\/b>The S500 comes with a 10-inch touchscreen and includes our PowerSteam module, which automatically foams milk \u2014 whether it’s cow\u2019s milk, almond, oat, or soy. You can set the temperature and air supply individually for each type. It also connects directly to a cooler, so with the push of a button you can get a perfectly crafted cappuccino.<\/p>

Are you also serving coffee at your booth today?<\/b>
<\/b>
<\/b>Of course! We\u2019re always happy to showcase the quality of our machines. Would you like a cappuccino?<\/p>

Definitely! <\/b>
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Thank you very much. Marco, it\u2019s been a pleasure speaking with you.<\/b>
<\/b>
<\/b>Likewise. Thanks for stopping by.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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A Taste of Chai from Canada to the World: Say When<\/a> at World of Coffee<\/b><\/p>

Say When<\/b> is a Canadian company specializing in organic chai concentrates<\/b>, proudly handcrafted for over 23 years. Based in British Columbia, the brand has become a staple in the North American specialty coffee and caf\u00e9 industry. Known for its authentic recipes and high-quality ingredients, Say When is now expanding into Europe, offering a flavorful alternative to traditional coffee drinks.<\/p>

At the Say When booth, the warm aroma of spices lingered in the air, inviting visitors to take a moment and sip on something different: authentic organic chai.<\/p>

There we met Catherine Brooks<\/b>, who works for Catherine Wong<\/b>, Director of Sales & Marketing,<\/strong> who gave us a deeper look into the world of chai.<\/p>

Hello Catherine, can you tell us a bit about Say When?<\/b>
<\/b>
Yes! Say When has been making organic chai concentrates for the past 23 years. Chai is a very popular beverage in the specialty coffee industry, and it\u2019s been exciting to see it grow year after year. More and more people are discovering chai for the first time.<\/p>

You’re well known in North America, but maybe less in Europe. Can you tell us more about your markets?<\/b>
<\/b>
Absolutely. We\u2019re well known in Canada and sell a lot into the U.S. as well. And we\u2019re now expanding into different parts of Europe too, which is why it\u2019s so great to be here at World of Coffee.<\/p>

Can you tell us more about the chai blends you offer?<\/b>
<\/b>
We have three main blends. Each varies in the type of tea, spices, and sweetness level.<\/p>