STiR coffee and tea magazine

32 STiR coffee and tea | 2025 Issue 1 Spring (Mar/Apr/May) NCA President and CEO William "Bill" Murray comment- ed: "NCA's annual gathering offers an unparalleled opportunity for coffee leaders and decision makers to discuss innovation, connect with and learn from each other, and collaborate on cof- fee's future." NCA just launched a consumer-facing website (www.about- coffee.org) to provide "trustworthy, fact-based information... along with scientific evidence that shows that coffee drinkers live longer, healthier, happier lives," said Murray. CoffeeFest 2025 CoffeeFest in Los Angeles, held Aug. 25-27, 2024, drew 3,200 to the Los Angeles Convention Center, energizing a year that saw attendance increase 29% compared to 2023. According to a CoffeeFest release, the high turnout included many new faces of owners, managers, roasters, and baristas from coffee shops, cafes, coffee kiosks, bakeries, restaurants, and food service es- tablishments. "More than 80% of attendees were new to the event, show- casing the growing interest and investment in the specialty cof- fee market in this region," reads the release. The program con- sisted of 120+ hours of educational workshops and seminars that supported these attendees—providing valuable insights into coffee sourcing, sustainability practices, and business strat- egies to enhance attendee knowledge and operational efficien- cies. Over 80 industry-renowned speakers joined the event. CoffeeFest added three education sessions to the regular lineup, including Business Planning for Roasters, Unconventional Marketing Strategies, Building your Coffee Vocabulary, and a hands-on workshop on Coffee and Espresso Grinder Essentials with technical training on maintenance and minor repair. Lisa Berry, group vice president at Clarion Events, said, "The success of Coffee Fest Los Angeles 2024 underscores the vibrant nature of the coffee industry and the enthusiastic com- munity that drives its growth." She said, "Coffee Fest not only serves as a platform for showcasing innovations but also plays a crucial role in shaping the future of coffee." CoffeeFest will host shows in New York (March), Portland (June), Los Angeles (August), and Orlando (October). Back from the Brink In-person events have made a strong comeback, growing by 40.3% in the first five months of 2024 compared to the same period in the previous year, writes Trade Show Lab. "Spending, Spotlight: Focused Interaction for a Select Few Educational programs and high-level networking opportunities are among the most valued reasons for traveling to B2B tradeshows, but attendees often complain that show organizers overpromise and underdeliver. In 2025, the Specialty Coffee Association will transform its well-regarded Re:co (Regarding: Coffee) Symposium into an invitation-only "Re:co Activity" structured to achieve actionable results, reflecting a tradeshow trend to more ag- gressively screen attendees. Re:co Spotlight On Green Coffee Identity 2025 organizers say attendees "must be willing to apply their expertise and actively contribute to this collaborative effort." According to SCA, "Applicants who demonstrate a clear connection between the topic of green coffee identity and their work, experience, or perspective are more likely to be selected." Participants are asked to prepare for sessions before the show and contribute to the meet- ings and discussions. Those accepted agree "to attend future presentations and tastings to help establish the complexity of the subject across economic, legal, ethical, and human considerations," share their learnings with other relevant stakeholders, and complete additional categorization exercises. Spotlight will take place April 23-24, ahead of the Specialty Coffee Expo in Houston. Applicants will be notified of their status in February. They have five days to pay the $75 processing fee and agree to the SCA ethics declaration. SCA writes that this year's facilitated meeting will help the SCA establish a common language around a few core concepts at the heart of the green coffee identity conversation and the ongoing processing revolution. It will also test some ideas around a more "active" pathway beginning in 2026 for qualified Re:co at- tendees to participate, not passively pay to attend. Fifteen years ago, SCA launched the separately priced Re: co Symposium scheduled two days before the annual expo. It was described then "as a unique, experiential gathering" with talks headlined by industry executives, researchers, and thought leaders whose well-rehearsed presentations in big auditoriums explored emerging trends and pressing issues. Engaging, data-rich presentations from the onset encouraged thoughtful discussions. The exciting inaugural event facilitated networking during leisurely breaks between sessions in com- fortable surroundings. Instead of crowded together for hours in cavernous meeting halls, remote screens enabled 450 participants to monitor presentations from the comfort of couches and armchairs. The arrangement encour- aged friendly interaction among clusters of colleagues as they munched snacks and enjoyed endless samples of break-out beverages like cold brew, which had been around since the 1930s but was all the rage in the 2010s. Audiences were small but leveraged on social media. The Re:co Channel on YouTube displayed 174 vid- eos with production values as impressive as regional TED Talks. There are currently 6,500 subscribers. The five most popular videos averaged 20,000 views, but most received 2000 or fewer views over the years. The By Dan Bolton Re:co participants are asked to prepare for sessions before the show and contribute to the meetings and discussions. The Specialty Coffee Association (SCA) describes its invitation-only Spotlight 2025 as "a re-imagined Re: co activity focusing on green coffee identity." Organizers say, "This initiative encourages active participation and collaboration on specific industry topics, reflecting the evolving needs of the specialty coffee community." Spotlight will take place April 23-24 ahead of the Specialty Coffee Expo in Houston. Photos courtesy SCA/Skandia Shafer SCA's weekly podcast, active from 2017 to 2020 with 117 episodes on the Apple platform, featured Re:co content sponsored by firms like Toddy. Re:co went all digital during the pandemic, enhancing the reach and impact of speakers. Meanwhile, tickets to the two-day live event increased to $1,425 per person by 2023.

• Cover