WOC Geneva 2025: A celebration of evolving partnerships

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It’s 2015. Three young Swiss walk into World of Coffee for the very first time, armed with a bold idea.  A decade later, a lot of hard work, and many World of Coffee events later, they return to the same stage in Geneva. That initial spark has now turned into something far greater: a community.

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World of Coffee truly felt like a beautiful time with friends. Between producers, roasters, old friends, and new partners, relationships were on display, proving that the future of coffee sourcing is rooted in people, not just transactions.

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The Producers' Evening: A new chapter unveiled

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It started with the Producers Evening. Something BIG happened there.

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The place was packed and a time was had. Over 100 producing friends attended, making it our biggest Producers Evening in Europe to date.

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“My highlight was the Producers Evening 😊... By now it feels like meeting friends and not working. We just have a good time.” — Luiza Pereira, Producer Engagement Marketing Manager.

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One big moment during the evening was the announcement of our new Supply Chain Services and Market Access Services for producers.

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Presented by co-founder Gilles Brunner and COO Eli Blaich, the new services were launched as key components to Algrano’s plans to help producers grow their direct sales.

• For Registered Sellers: Algrano’s Supply Chain Services now empower you to send offers to any roaster, streamlining your logistics and sales process to expand your global reach.
• For Verified Sellers: Gain enhanced support with exclusive access to sales representatives, tailored training, and custom-built marketing services designed to elevate your brand and market presence.

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Whether you're a small producer looking for your first direct sale or an established farm aiming to optimise global logistics, these services are designed to support your growth.

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Producers: Boost your sales & Expand your reach with our new services!

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And now roasters can also add to that growth. With the new Roaster Panel, you can help producers become better sellers.

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Roasters: Learn how you can contribute and join the Roaster Panel!

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Business central: Forging connections

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Over the three days of the show, we hosted and facilitated 40+ roaster-producer meetings at the booth alone, alongside numerous new genuine connections. Six cuppings and six roaster pop-ups featured incredible producers like Makicuna, Cafesmo, Mountain Harvest, Chacra Don Dago, Las Brisas, MAV Coffees, Café de La Torre, and Capadocia; and roasters including Caventura, Noir, Coffee Architects, Ballon Coffee, Kaffeemacher, and Drip Roasters.

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“It was my first time meeting Sebastián and Hidardo from Cafesmo. I enjoyed seeing them use the space to the fullest capacity, interacting with people passing by, or coming to their cupping, or in meetings. We were on the sidelines in case we could help with something, but they had it all figured out. It was perfect.” — Natalia Grisales, Brand Marketing Manager

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Celebrating a decade: Beyond the booth

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No, we’re not kidding. Beyond what was happening at the booth, our CEO, Raphael Studer, joined a roundtable with our friends from Vuna on how producers can succeed in DACH markets, while a group of us biked through Geneva with Olympic Medalist Christoph Sauser.

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Laurent’s raclette treat, from the Ferme des Lisats, was offered as a taste of Swiss hospitality, and a perfect parallel to our mission: just as our local farmers are at the heart of our home culture, coffee producers are at the heart of our business. It’s a simple reminder that every great product starts with a dedicated farmer, no matter the origin.

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As the week concluded, it was time to raise a glass to ten years of connections and hard work. Remember the three Swiss that started this? Haven’t left. They’re still here, just older. (They would want us to say, wiser.)

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A new chapter has begun. What started as a digital marketplace is now evolving into something bigger: a service platform and infrastructure shaped for you.Let’s keep it bold.  Let’s keep it fun. And above all, let’s keep building it together.

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Until the next cup!

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