Bonjour from Geneva, dear Coffee Lovers!
It was an honor to speak last week at #WorldofCoffee 2025 in Geneva – Europe’s most influential coffee event connecting producers, manufacturers, traders, and retailers from around the world.
In my keynote, “Changing Coffee Culture – The Megatrends of a Global Passion,” I explored how consumer expectations, sustainability, and technology are reshaping our industry:
☕ Coffee is crisis-proof – it continues to thrive even in uncertain times
🌱 Quality & sustainability are no longer optional – they’re expected
📲 Transparency matters – consumers want traceability and deeper engagement
🌾 New cultivation & processing methods are gaining even more importance
📉 Green coffee availability & quality remain major variables
🌍 Emerging markets in Asia like India, China or Middle East and Africa are shaping new consumption habits
💼 Stronger business thinking is essential to compete and grow
🤖 Automation & AI will play a transformative role across the value chain
🎯 Coffee as an experience – personalization and storytelling are the even more differentiators
While Europe still holds the highest share of coffee consumption globally, exciting growth is emerging in India, China, the Middle East, and Africa.
According to recent research 72% of generation Z try new beverages and new flavors which is moving very fast. 65% of adults customize their beverages and the trend is led by Gen Z and Millennials.
The entire event was a powerful reminder: Coffee is not standing still. It’s becoming more digital, more diverse, and more dynamic.
A huge thank you to everyone who joined the conversation and the organization by Specialty Coffee Association. Let’s keep shaping the next chapter of the global coffee movement – together!
👋 Let’s talk! Whether you're rethinking your portfolio, exploring new channels, or want insights on consumer shifts – I’d love to connect.
