EllerS Coffee at World of Coffee Geneva 2025: Insights from a Changing Market

Renata Eller and her son at the BSCA booth

From June 26 to 28, EllerS Coffee participated in the 2025 edition of World of Coffee, held for the first time in Geneva, Switzerland. As the leading European event dedicated to specialty coffee, the fair brought together thousands of industry professionals from over 140 countries, featuring more than 450 exhibiting brands and a wide range of activities. The CEO of EllerS Coffee attended the event to stay up to date with market trends and strengthen relationships with international partners.

An event to taste, learn, and connect

One of the event’s main highlights was the impressive variety of coffees available for tasting. With dozens of cupping sessions led by producing countries, the fair offered a true sensory immersion, allowing exporters, roasters, and buyers to connect through shared experiences and origin diversity.

The international barista championships also stood out — including the Latte Art, Coffee in Good Spirits, Cup Tasters, and Cezve/Ibrik competitions. These contests have gained increasing relevance in recent years, and in 2025, they reached a new level of visibility and technical excellence. Brazil played a dual role of prominence: in addition to a strong institutional presence led by BSCA, the country was also represented by talented professionals in the global competitions, highlighting its importance throughout the coffee value chain.

Strategic relationships and institutional presence

During the event, EllerS Coffee reconnected with longstanding partners and also initiated new relationships with importers and stakeholders from different origins. Brazil’s participation was notably impactful, with a visually striking booth that drew the attention of attendees and reinforced the country’s global leadership in high-quality coffee production.

A cautious and attentive market

Beyond the tastings and networking, a recurring theme emerged in behind-the-scenes conversations: the challenges of securing long-term purchases and stock planning. With negative carry on the futures market and limited access to financing for buyers and roasters, the market is leaning toward short-term, low-risk operations.

The general perception among participants was that Brazil has enough volume to meet global demand this season — but accessing the capital needed to keep trade flowing will be the key challenge in the months ahead.

Focus and lessons for the future

For EllerS Coffee, one of the main takeaways was the importance of staying agile, strategic, and service-oriented in today’s market conditions. Focusing on short-term shipments, streamlining services, and ensuring better terms across the supply chain will be essential to remain competitive in 2025 and beyond.

Coffee as a global meeting point

“Attending World of Coffee is always inspiring,” said the CEO of EllerS Coffee. “Being in a hall filled with people from all over the world working with coffee, exchanging experiences and building bridges, reminds us that there’s still so much more we can do. It’s always a positive experience for our team and our company.”