Yannis Apostolopoulos, the CEO of the Specialty Coffee Association (SCA), reaffirms the association’s steadfast commitment to enhancing the world of coffee during the current year, 2024.

In an interview with the “Global Coffee Market Report,” Yannis Apostolopoulos, the CEO of the Specialty Coffee Association, highlighted the achievements of the association in 2023, stating, “Considering the accomplishments of 2023, a pivotal year for the Specialty Coffee Association, the introduction of the Coffee Value Assessment (CVA) program was the standout achievement. CVA represents a groundbreaking shift in discovering and appreciating the value of coffee, the culmination of years of dedicated work and research.”

He emphasized that the program marks a significant development in the evaluation system of the SCA, reflecting advancements in sensory science over two decades. CVA is poised to provide the industry and trade with a high-resolution portrayal of coffee, capturing both intrinsic and extrinsic attributes that contribute to the enhanced value of each type of coffee in the market.

Regarding his vision for 2024 and beyond, Yannis Apostolopoulos, the CEO of the Specialty Coffee Association, confirmed the association’s commitment to continuous investment in the development of the Coffee Value Assessment system. The primary focus is on providing education and access to information across the entire value chain.

As a trade association, Apostolopoulos stated that their strategic goal includes expanding the specialty coffee market, aiming to achieve this through direct engagement with consumers. He affirmed that additional investments will be directed towards consumer activation initiatives to stimulate market growth.

Recognizing the tangible challenges faced by the coffee industry, Apostolopoulos acknowledged the marathon-like nature of the journey toward making coffee better, emphasizing the ongoing commitment of both the industry and the Specialty Coffee Association (SCA).

He stressed that sustainability in coffee production remains a key issue, with a continued focus on value distribution. The goal is to facilitate meaningful discussions about risks and rewards across the entire value chain. The regulatory changes observed in 2023 are expected to have a lasting impact on trade dynamics.

In conclusion, Apostolopoulos called for the establishment of a clear framework by industry stakeholders and regulators to address consumer labeling concerns, especially regarding beverages that do not contain coffee beans. This comprehensive approach aims to promote transparent discussions and contribute to the continuous evolution of the coffee industry.