Greetings from Belgium, dear Coffee Lovers,
after inspiring days at World of Coffee Brussels 2026, I leave with one overwhelming impression: the global coffee industry is entering a new era.
Yes, there was plenty of innovation on display - from equipment and automation to digital solutions, sustainability initiatives and new coffee experiences.
Coffee is no longer only about origin, roasting, brewing or even sustainability. Increasingly, it is about economic value creation.
Several outstanding presentations from the European Coffee Federation (ECF), the International Coffee Organization (ICO) and the Specialty Coffee Association (SCA) demonstrated that coffee is one of the world's most important economic ecosystems.
Europe remains the world's largest coffee market. Millions of jobs, countless cafés, retailers, logistics companies, equipment manufacturers and producing communities depend on a thriving coffee sector.
Every investment in coffee creates value far beyond the cup itself and every €1 of direct coffee output generates €2.60 of total economic output.
Overall, the coffee sector supports around 1.5 million direct full-time equivalent jobs and generates €84.4 billion in direct Gross Value Added across the EU.
At the same time, the International Coffee Organization reminded us that behind every cup stand millions of predominantly smallholder farmers. Long-term prosperity for our industry depends on creating sustainable value throughout the entire supply chain from origin to consumer.
One particularly inspiring insight came from new consumer research presented by the Specialty Coffee Association. Consumers increasingly value coffee not only for caffeine, but for its story, quality, diversity and experience. Specialty coffee represents a relatively smaller share of volume but creates a disproportionate share of economic value because consumers are willing to pay for differentiation and meaningful experiences.
This may well be the biggest opportunity for our industry.
The future winners will not simply be those producing or buying coffee more efficiently. They will be those who understand how to create more value for farmers, exporters, traders, roasters, cafés, retailers and ultimately consumers.
World of Coffee Brussels demonstrated that our industry is optimistic, innovative and collaborative. More importantly, it showed that coffee deserves to be recognised not only as one of the world's favourite beverages, but as a strategic economic asset connecting agriculture, manufacturing, hospitality, innovation and international trade.
The future of coffee is not only about better coffee.
It is about creating more value with every cup.
Thanks to everyone I met at World of Coffee Europe in Brussels and to all those shaping what’s next in our industry.
More conversations. More insights. And more love for coffee worldwide.
