Creating a More Dynamic Auction Experience for Producers and Buyers
At Cup of Excellence, our auction model has always had one central purpose: to connect exceptional coffee producers with buyers around the world who recognize and value their work.
As the specialty coffee market continues to evolve, we believe the auction experience must evolve with it. That is why we are introducing updates to the Cup of Excellence auction platform — changes designed to make the process clearer, more engaging, and more dynamic for everyone involved.
The goal is simple: to support stronger participation, create more momentum during the auction, and ultimately help producers achieve the best possible results for their coffees.
What is changing?
The updated auction model will include several important moments:
Pre-Bidding — 7:00 AM New York Time: Buyers who are already registered will be able to place bids on their favorite lots before the official auction opens. This gives buyers more time to explore the coffees, prepare their strategy, and begin engaging with the auction early.
Auction Open — 9:00 AM New York Time: At this point, new buyers will also be able to create their accounts, request access, and participate in the auction. The producers’ live transmission will also open, helping create a stronger connection between buyers and the people behind the coffees.
Clock Start — after all lots receive a bid, or at 10:00 AM New York Time: The live auction clock will begin once all lots have received at least one bid, or automatically at 10:00 AM New York time — whichever comes first. This helps ensure the auction moves forward while still giving buyers time to participate across all lots.
A Faster Countdown Structure: To create more momentum and urgency, the auction clock will become faster as the event progresses. The auction will begin with a 3-minute clock. After one hour, the clock will move to 2 minutes. After two hours, it will move to 1 minute until the auction ends.
Why are we making these changes?
These updates are not only technical adjustments. They are part of a broader effort to create a better auction experience.
By allowing buyers to engage earlier, we hope to encourage stronger participation from the beginning of the auction. By introducing a clearer auction timeline, we want buyers across different time zones to better understand when and how to participate. And by gradually increasing the speed of the clock, we aim to create a more exciting and focused bidding environment.
Most importantly, these changes are designed with producers in mind.
Every Cup of Excellence coffee represents months, and often years, of dedication, investment, and craftsmanship. The auction is the moment when that work meets the international market. A more engaging auction can help create more visibility, more competition, and better opportunities for the producers who have earned their place among the best coffees of the year.
Looking ahead
Cup of Excellence will continue working with our partners, in-country teams, buyers, and platform providers Vollers Group to improve the auction process. Our responsibility is to keep building systems that honor quality, strengthen market access, and support meaningful results for producers.
We are excited to introduce these updates and look forward to seeing buyers from around the world participate in the upcoming auctions season.
