The Specialty Coffee Association Launches a New Tasting Protocol: The Coffee Value Assessment (CVA)

The Specialty Coffee Association Launches a New Tasting Protocol: The Coffee Value Assessment (CVA)

The Specialty Coffee Association (SCA) has unveiled a groundbreaking new framework for evaluating coffee—the Coffee Value Assessment (CVA). This innovative system is poised to redefine the way the industry assesses and communicates coffee’s value, moving beyond traditional sensory attributes to offer a holistic perspective. This is a major evolution of the widely used 2004 SCA Cupping System, a globally recognized standard that has served the coffee industry for two decades.

The Need for a New System

The 2004 SCA Cupping Form has long been the backbone of coffee evaluation, focusing primarily on intrinsic sensory attributes such as aroma, flavor, and body. However, the traditional system reduced these complexities into a single numerical score, often overlooking vital elements like a coffee’s story, certifications, and sustainability practices. These factors have grown increasingly important in the specialty coffee market. Recognizing these limitations, the SCA embarked on a multi-year research project to create a more comprehensive and transparent protocol that reflects the evolving needs of the industry.

What is the Coffee Value Assessment?

The CVA is a multi-dimensional system designed to assess coffee holistically across four distinct dimensions:

  1. Physical Assessment:
    • Focuses on intrinsic attributes such as bean size, color, moisture content, and defects.
    • Incorporates modern tools like moisture meters calibrated to ISO standards.
    • Ensures unbiased sensory evaluations by separating physical assessments from sensory tests.
  2. Descriptive Sensory Assessment:
    • Captures objective sensory attributes, including fragrance, aroma, flavor, aftertaste, acidity, sweetness, and mouthfeel.
    • Introduces innovative techniques like “check-all-that-apply” (CATA) sensory tests.
    • Employs tools like the World Coffee Research Sensory Lexicon and the Coffee Taster’s Flavor Wheel.
  3. Affective Assessment:
    • Records subjective impressions of quality using a nine-point scale.
    • Reflects market preferences and individual tastes.
    • Addresses the evolving market demand for unconventional flavors and sensory defects now seen as desirable in certain contexts.
  4. Extrinsic Attribute Assessment:
    • Evaluates external attributes such as origin, processing methods, certifications, and storytelling elements.
    • Highlights transparency and traceability, which are increasingly valued by consumers.

The Journey to Development

The development of the CVA system began with a thorough evaluation of the 2004 Cupping System. This included an extensive three-year research phase involving literature reviews, user surveys, and qualitative interviews. Feedback from more than 1,500 cupping system users and insights from nearly 800 participants in the Early Adopter program played a critical role in shaping the new protocol.

Key findings highlighted the need to separate descriptive and affective assessments to reduce bias and increase clarity. The research also revealed the importance of integrating extrinsic attributes into the evaluation process, recognizing their growing influence on consumer behavior.

Enhancements in Testing and Mechanics

The CVA retains the traditional cupping mechanics (often referred to as the “hardware” of the process) while introducing significant advancements in assessment methodology (the “software”). The updated mechanics include:

  • Sample Preparation:
    • Enhanced roasting and grinding protocols to minimize variability.
    • Use of precise tools and techniques to ensure uniformity across samples.
  • Cupping Steps and Sections:
    • Structured steps for fragrance, aroma, and liquoring assessments.
    • Inclusion of detailed sensory categories, such as acidity and mouthfeel.

The system also provides flexibility, allowing users to choose between separate or combined assessments. While separate assessments are recommended for accuracy, combined forms are available for practical scenarios, such as limited time or resources.

Scientific Foundations and Challenges

The CVA is deeply rooted in sensory science, distinguishing between objective analytical measurements and subjective value judgments. For instance, taste intensity and body level are evaluated objectively, while preferences and impressions of quality remain subjective. This dual approach reflects the nuanced nature of coffee evaluation and addresses long-standing debates about the objectivity of cupping.

To ensure scientific rigor, the SCA collaborated with organizations like World Coffee Research and the Coffee Science Foundation. These partnerships helped refine the CVA’s methodology, including sensory references for descriptors and improved tools for measuring physical attributes.

Voices from the Industry

The CVA’s development was guided by extensive industry feedback. Users appreciated the new system’s potential to provide a “high-resolution” picture of coffee quality. However, concerns were raised about the complexity of implementation and the potential impact on producers. To address these issues, the SCA emphasized transparency and inclusivity throughout the process.

Respondents also highlighted the importance of aligning the CVA with market needs. By incorporating attributes like sustainability and certification, the system ensures that specialty coffee’s unique qualities are recognized and rewarded in the marketplace.

Transition and Future Implications

The CVA is being introduced gradually, with the descriptive and affective assessments expected to become industry standards by 2025. During this transition period, the SCA is providing training and resources to help stakeholders adapt to the new protocol. The CVA’s long-term goal is to replace the single-dimensional cupping score with a multi-faceted evaluation framework that better serves the entire coffee value chain.

A Holistic Perspective on Coffee Value

The Coffee Value Assessment represents a paradigm shift in how the specialty coffee industry evaluates and communicates value. By combining physical, sensory, affective, and extrinsic assessments, the CVA offers a comprehensive and transparent approach to understanding coffee. It empowers producers, traders, and consumers to make more informed decisions and fosters a deeper appreciation for the complexity of coffee.

As the specialty coffee industry continues to evolve, the CVA positions itself as a vital tool for discovering, documenting, and celebrating the unique attributes that make coffee one of the world’s most cherished beverages.

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