Why is Cup of Excellence so important?

The Cup of Excellence program has set the standard for the increased premiums that farmers have been able to receive for their exemplary coffees. It continues to build a much more transparent infrastructure and gives farmers the tools needed to improve the economic model of their farms. It also gives farmers an incentive to experiment with varietals and processing techniques knowing there can be a recognition and financial reward for their hard work and effort.

Since 1999 progressive roasters have used the COE program to identify and build relationships with growers of superior coffees even after buying the award winners at the auction. This direct trade benefit to both the marketplace and the farmers is huge and has created much more sustainability for both. The competition alone has helped the industry better understand and appreciate the nuances and flavor profiles of rare exemplary coffees and understand that these are the coffees that build consumer excitement and loyalty.