Dear Coffee Lovers,
What better place to celebrate International Coffee Day than Athens?
On 1 October, I had the pleasure of delivering my keynote at the 1st Panhellenic Coffee Symposium in Athens, organised by the Ελληνική Ένωση Καφέ - Hellenic Coffee Association. A wonderful opportunity to discuss the changing coffee landscape and what it means for Greece, Europe and the global industry. Greece’s coffee culture combines a passion for Freddo espresso and cappuccino with the tradition of taking time over coffee, making every cup a social occasion.
Five messages from my presentation:
🌍 “Coffee remains a global growth category.”
The opportunity is substantial, but growth will increasingly depend on understanding changing consumers, occasions and markets.
🌱 “Coffee will still exist in 2050 – but supply cannot be taken for granted.”
Investing in farmers, sustainable production and supply resilience must remain a priority.
💡 “Europe must create more value, not simply more volume.”
Innovation, differentiation and better consumer experiences will be essential to future growth.
🇬🇷 “Greece has a globally relevant coffee asset.”
Its distinctive coffee culture, particularly Freddo, offers an exciting opportunity to inspire consumers far beyond Greece.
⚙️ “Resilience requires professionalization.”
Stronger capabilities, better use of data, and the thoughtful adoption of AI and automation can help coffee businesses navigate uncertainty.
Thank you to the Ελληνική Ένωση Καφέ - Hellenic Coffee Association and everyone involved for the invitation, warm hospitality and stimulating discussions. It was a true honor and pleasure to be part of this 1st Panhellenic Coffee Symposium in Athens.
Which of these five messages will matter most for your coffee business?
