[This Week On The Podcast] The CVA, SCA, Coffee Prices, Markets, and Vinicius Estrela from BSCA - Brazilian Specialty Coffee Association
I hope you’re doing well during what can only be described as a very eventful 7 days in specialty coffee. We understand that there are many mixed feelings out there in the community about the changes happening and their convergence with the coffee crisis. Rest assured that we will be having conversations with some of the stakeholders on the podcast, so please stay tuned. For now, here are some thoughts about what’s happening right now in coffee…
regarding the cva and sca
I think there has been a fundamental misalignment that has been overlooked, and we need to gain some clarity on it fast. The mistake is ours, not the SCA’s—and recognizing this misalignment could shift the discussion forward. (Hear me out!)
We, the industry, believe that the SCA (a trade association and registered non-profit) is here to represent us and drive the specialty coffee industry forward.
The SCA, the people who work there, and their board, believe that driving the industry forward means:
SCA Purpose:
“The SCA will foster a global coffee community and support activity to make specialty coffee a thriving, equitable, and sustainable activity for the entire value chain.”
SCA Mission:
“Engage, inspire, and expand a sustainable global specialty coffee community through leadership in events, education, and research.”
I would suggest that what we, the industry, believe needs to be done at this moment in our industry’s history (i.e., during a crisis) is very different from what the SCA believes is needed. There is a fundamental misalignment here.
They are doing what I tell every one of my clients to do: define your business fundamentals (values, vision, and mission) and live by them.
However, the other thing I tell every one of my clients is to constantly reassess that those business fundamentals are still aligned with your customers. Otherwise, you won’t have a viable business.
You and I, we are the SCA’s customers.
They are not recognizing our needs as their potential customers. And given that they are acting like a business (rather than a non-profit) we should treat them as such.
We have been blaming them for selling us products we don’t want, BUT WE BUY THEM ANYWAY because there is no alternative. They have used our FOMO, ego, trust, and more to build a multi-million-dollar enterprise, and we said, “Take my money.”
You know where this goes from here… time for us all to grow up and stop enabling.
The Coffee Market
Coffee prices on Monday, April 28th, soared above 420 and maintained those highs throughout most of Tuesday for Arabica on the C-Market (a 2.5-month high). This was mostly due to reports that Brazil's 2025/26 Arabica crop could fall to 38.1 million bags, down 13.6% from last year.
Robusta is predicted to increase in yield.
What this means for you:
Producers and sellers:
For producers who have coffee (and aren’t getting squeezed by exporters and buyers on the ground), you’ll benefit from these high prices at most origins. Unfortunately, the challenges at origin are complex and complicated right now, and only a small number of producers are benefiting from these high prices.
Roasters and buyers:
Supply and price volatility is leading to high stress for importing and roasting businesses worldwide. For businesses in the U.S., the combination of rising prices and tariffs is causing higher costs as well as stagnation due to delayed shipments directly attributed to the tariffs.
Retailers and consumers:
With almost no margins left for small to medium-sized businesses, those that can survive the next couple of months will have to pass these prices on. Perhaps the businesses that don’t survive can use their time off to focus on the CVA!?
This week on the podcast
This week, our guest on the podcast is Vinicius (Vini) Estrela, Executive Director of the Brazilian Specialty Coffee Association (BSCA), for a grounded look at where Brazil fits in all of this.
This series is excellent and well worth your time. Watch the series:
Connect with Vini and the BSCA: LinkedIn | BSCA Website | Instagram
Access “Introduction to Regenerative Coffee Farming” On-Demand for as little as $10 at the new Map It Forward On-Demand Learning Hub here: www.ondemand.mapitforward.coffee
Diversify your revenue by becoming a consultant to the coffee industry or home brewers/roasters. It's time to make sure you’re taking care of your future. Click here