Bridge Building Still First for Cup of Excellence
AUGUST, 2025.
Cup of Excellence® has been impacting specialty coffee for longer than most coffee roasters have been in business. While auction prices are the news, its main mission was never defined by prices even though these funds provide a financial reward that builds sustainability and investment. The mission of Cup of Excellence always was and still is focused on discovering unique coffees and building a better livelihood for the farmers that produce them. Each year by undertaking this goal it provides farmers and roasters a unique opportunity to build lasting relationships centered on trust.
The required farm-to-cup transparency has transformed how roasters, importers and exporters often source their coffees. Add to this the discovery of unknown farmers and regions, the fastidious selection of quality and the education of international cuppers and it is easy to understand its lasting power in Central America and Mexico. Just ask many cutting-edge early roasters and they will tell you they looked to the competition to find their coffees and fine-tune their education.
Noelia Villalobos has been coordinating Cup of Excellence for Costa Rica farmers for decades and says:
“Even though Costa Rica was already well known as a specialty coffee country, Cup of Excellence has helped focus our industry on smaller unique farmers, micro mills and processing techniques. Well beyond the auction prices, this program has fostered a culture of excellence, strengthened communities, and opened doors for small-scale unique producers to gain global recognition.”
But it is also a partnership program. Erwin Mierisch, the Executive Director of Cup of Excellence, states:
“Critical to our success is the ongoing support we receive from our members, our judges, and our country coordinators. Cup of Excellence is a one-of-a-kind inclusive effort to improve the entire specialty coffee sector. Buyers from 36 countries took home these most recent winning coffees to share with their customers and create a true farm to cup experience. Without roasters, Cup of Excellence would cease to exist.”
Members and supporters of Cup of Excellence were very excited when the 2025 Central American competition results were full of first-time winners, young entrepreneurial and women farmers, advanced processing techniques and the increased demand for specialty coffees in producing countries. Younger international judges have brought enthusiasm and a new perspective while the personal stories of the farmers remain inspirational. Telling their stories is of primary importance and Cup of Excellence prides itself in showcasing these farms on the website.
Olman Sauceda – Nicaragua
Is a coffee producer and cupper by profession. He is the second generation of a Nicaraguan coffee family and said, “Being a judge on the national panel on 15 occasions and twice as an international judge awakened in me a deep admiration for the best coffees in the world.” His path as a producer began when he inherited a farm and developed a project focused on exotic coffees normally not found in Nicaragua. He continued, “This garden of exotic varieties is to be a reference farm for genetic improvement and a guide for the Nicaraguan coffee sector. Our approach is integral, social, environmental and in transition to become a model of organic and quality production.”
Irene Villavicencio – El Salvador
Her first-place win in El Salvador saying, “It is our first time winning and we are honored for our team, our coffee, and our brand. Behind this first-place award are many hands and an entire year of united teamwork. Cup of Excellence has catapulted us forward. But the true prize is not given at an awards ceremony nor won in an auction. It is in the doors that open thanks to the positioning that the cup provides. We are deeply grateful for the reach and the entry into a market in which, before this, we could sometimes feel like outsiders.”
Lu Villegas. Calufe – Mexico
He buys Mexico Cup of Excellence for three main reasons. “First is trust and transparency in the selection process. So often we have been told a coffee is specialty and sometimes it isn’t. Thanks to the impartial judges I know these winners are top quality and with all of the cupping notes I can educate my customers,” he explains. Second for him is traceability to the farmer. “I know who the farmer is, where the farm is located, the processing method, the variety and the quantity of coffee I am buying and I can even tell my customers the farmer’s story,” he continues. Third on his list is building relationships and supporting the economic livelihood of Mexico’s farmers.
The selection process is always a global affair and not just a one- or two-day cupping event. Combining the skills of approximately 60 trained and tested national cuppers across Central America and Mexico, along with international jurors from over 33 countries all led by highly skilled and impartial head judges, these 6 competitions have been intense.
Erwin Mierisch states:
“It takes a lot of time, effort and attention to detail to organize Cup of Excellence events. The trust placed in the team to manage all of the programs impeccably is a huge responsibility. Yet we all know this program changes lives.”
“It doesn’t matter whether you are the younger generation or have been in the industry for decades, Cup of Excellence should be an important piece of your coffee experience – maybe now more than ever.”
“Thailand, Taiwan, Peru and Brazil finish out the 2025 schedule. Look for the schedule of events for 2026 to be announced in early Fall, along with international jury applications. For more information about how to get more involved and to join this coffee lover’s family, log on to
cupofexcellence.org or
allianceforcoffeeexcellence.org or reach out to staff.”
