- This year, Colombia is choosing to focus on local auctions over Cup of Excellence
- This aligns with the country’s strategy to invest in its many coffee regions in a more balanced way
- CoE operates in 12 countries, but many are investing in local strategies as well
COLOMBIA is looking to build local support systems and infrastructure to better develop and showcase its wide array of coffee producing regions.
This year, it looks like the world-renowned coffee origin will be absent from the 2024 Cup of Excellence (CoE) competition. It isn’t a definitive departure from the auction by any stretch, but stems from a strategic decision to reallocate resources towards organising multiple national auctions within the country.
“We will still be participating in CoE in the future, but it was our decision to move 2024 participation to the first half of 2025,” says Carlos Julián Ruiz H – Director of the Colombian Association for Coffee Excellence (ASECC), Cup of Excellence’s country partner in Colombia.
“That way, we can include growing regions that never had the opportunity to participate because their harvest time happens at the time of the auction. Next year, CoE will bring new origins from Colombia to the market.”
The cost associated with participating in the CoE auction, combined with the desire to enhance visibility for regions that typically do not feature in the competition, has prompted Colombian authorities to shift their focus towards showcasing a diverse array of coffee-producing regions in the meantime.
“Local auctions get expensive when they include buyers’ costs like travel, hotels, food, and local trips,” says Carlos Julián Ruiz H – Director of the Colombian Association for Coffee Excellence (ASECC), Cup of Excellence’s country partner in Colombia.
“The event also sometimes pays for growers’ transportation to the event and their expenses. All this is included because the goal is to promote a relationship between buyers and growers to create the conditions for a better price at auction – so it’s really an investment.”
With specific government funds emphasising the need to conduct events in designated regions, Colombia aims to promote broader recognition for areas that have historically been underrepresented in high-profile auctions like the CoE.
“The reason why Colombia is increasing local auctions is because by law, some regions must hold annual coffee fairs. These can be events for baristas, cuppers, roasters, or producers, or events to promote quality – including auctions.”
The country’s unique position as the only region with two distinct coffee harvests further underscores the importance of diversifying participation and highlighting the richness of its coffee production landscape beyond traditional strongholds. The FNC’s “Land of Diversity” auction also focuses on inclusiveness and coffee diversity.
By organising localised auctions that encompass a wider spectrum of regions, Colombia seeks to bring balance to its complex coffee production system, offering a platform for lesser-known areas to showcase their unique flavour profiles, cultivation practices, and coffee offerings.
This strategic shift reflects a broader commitment to inclusivity, regional development, and fostering a holistic representation of Colombia’s coffee industry.
A movement towards local auctions
Colombia’s decision to prioritise national auctions over international competitions like CoE may signal a larger trend towards localised coffee auctions within producing countries.
Cup of Excellence currently operates in a record 12 countries, and many producers have built a brand from winning the auction.
Meanwhile, initiatives like Guatemala’s Anacafe auction have demonstrated the effectiveness of country-specific auctions in promoting regional coffee diversity and fostering direct relationships between producers and buyers.
“With these local auctions, we’re planning to include business conferences with a focus on networking so more associations and producers can contact new buyers around the world,” says Carlos.
“It’s a great opportunity for Colombia’s different coffee regions to promote their area. This doesn’t happen in an electronic auction. Locally led events also promote the local economy – the government and visitors substantially invest in the region.”
Successful local coffee auctions require a combination of factors, including robust industry partnerships, transparent pricing mechanisms, quality assurance protocols, and market access for participating producers.
Countries like Ethiopia, Kenya, and Panama have also embraced local auction models to showcase their unique coffee terroirs and create value-added opportunities for local stakeholders.
As Colombia shifts its focus towards domestic auctions, other coffee-producing countries may explore similar strategies to enhance visibility, promote regional excellence, and secure sustainable market access for their coffee offerings.
The evolution of local coffee auctions represents a paradigm shift in the traditional auction landscape, emphasising direct trade relationships, producer empowerment, and market-driven pricing mechanisms.
“We believe that these promotional events will offer greater rewards for local producers than just attending international fairs where contact importers or roasters focus more on their buyers than their suppliers,” says Carlos.
“In the future, we’d also like to improve the connection between Colombian farmers and global customers with a consistent, year-round programme – not only during the auction event. That said, CoE remains important to Colombian producers because through its global reputation it reaches a wide range of clients, including clients from emerging coffee markets.”
How can CoE keep up with national auctions?
While initiatives like Best of Panama have excelled in building strong national brands through independent auctions, CoE must adapt to remain relevant in a rapidly evolving coffee market.
To stay competitive and foster deeper engagement with producing countries, the auction could explore innovative approaches such as incorporating more diverse regional categories, expanding eligibility criteria, and enhancing inclusivity in the selection process.
“We’re planning to connect CoE with other activities in the future to promote the regions and permanent business between bidders and sellers,” says Carlos.
“But local shows will become more complex, they won’t include an auction but rather many business programmes to connect buyers, local companies, and producers.”
Embracing digital platforms, enhancing transparency, and evolving its evaluation methodologies is another way CoE can cater to the evolving needs of coffee-producing nations and align with emerging market trends.
Cup of Excellence (CoE) and Alliance for Coffee Excellence (ACE) recently announced a new partnership with the Specialty Coffee Association (SCA). The convergence of these three high level institutions into a formal partnership is a historic one.
Integrating the SCA’s new Coffee Value Assessment form is part of this development. This will include not only coffee quality assessment, but also qualities beyond the cup that buyers might be looking for like certifications, storytelling, and social and environmental sustainability for example.
Collaboration with local coffee associations, governmental bodies, and industry partners can further enhance CoE’s global reach, strategic impact, and relevance.
“CoE winners who lack coffee education often make a name for themselves and then rebrand, and that’s great. But if you don’t know how to cup, or how to market, you can quickly damage your reputation, which means the results get lost,” says Jorge Raul Rivera, Vice President at J. Raul Rivera S.A de C.V.
“A mentoring programme through CoE that farmers could pay for, where they could learn how to position themselves in the market, could help catalyse CoE’s high results and potential.”
While it is clear that CoE will continue to play a defining role in specialty coffee production, Colombia’s decision to forego participation this year and focus more on local auctions and diversifying its offerings offers food for thought.
It inspires a reimagining of traditional models where producers and producer countries play a more active role in marketing and commercialising their coffees according to their specific strengths and unique national coffee landscapes.
Coffee Intelligence
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