Decaf coffee is gaining popularity in global markets as more and more customers follow the current wellbeing trend, considering it as a healthy alternative to common coffee.

In contrast to Western markets that already have large numbers of decaf coffee consumers, the popularity of coffee without caffeine (or with a small content of it) is just gaining momentum in several emerging nations, many of which can provide significant growth opportunities for players operating in this market segment.

The existing big potential of the decaf coffee market is confirmed by research data. According to predictions of international research agency, Skyquest Technology, over the next seven years, the decaf coffee market will grow by six to seven percent annually, reaching USD $28.86 billion by 2030. By comparison, in 2022, this figure was $19.5 billion. The growth will be observed both in developed nations and emerging countries, where such growth rates are expected to be higher.

As for developed nations, it is expected the United States will be a major driver of growth for decaf coffee in years to come as the demand for coffee with less caffeine among local consumers remains high.

The National Coffee Association (NCA) of the USA reports that more consumers across the country are adopting healthier lifestyles, which may also be associated with increased coffee consumption, since scientific evidence continues to strengthen and shows that both decaffeinated and regular coffee are associated with decreased risk of multiple cancers and chronic diseases.

Speaking with T&CTJ, William “Bill” Murray, president and CEO of the NCA, said decaf coffee has already become an integral part of life for many Americans. “Like regular coffee, decaf is a mainstay in Americans’ lives, and we expect that to continue. Signs point to growth for decaf with Americans over the age of 40, and opportunities for decaf to adjust to consumers’ tastes and interests are abundant.”

Murray further noted that consumers are more interested in health and wellness than ever before and that “there is growing awareness that decaffeinated coffee is associated with decreased risk of multiple cancers and chronic diseases.”

In accordance with NCA’s Spring 2024 National Coffee Data Trends (NCDT) Report, seven percent of Americans had decaf coffee in the past day, and past-day decaf consumption is increasing among Americans ages 40-plus.

Per the NCDT report, past-day decaf consumption is highest for Americans in the 60-plus age group, ten percent of whom had decaf in the past day – up by 11 percent since July 2023. At the same time, past-day decaf consumption has also increased for Americans ages 40-59, with six percent drinking a decaf in the past day – up by 20 percent since July 2023.

Consumption grows in Scandinavia

In the European Union, the biggest growth in demand and consumption of decaf coffee has been observed in certain Nordic states – the countries which are known for their record coffee consumption in general.

One such country is Finland, where sales of decaf coffee have been rapidly growing since the beginning of the 2020s.

Löfbergs instant decaf coffee. Image: Löfbergs

Marleena Tanhuanpää, director of the Finnish Food and Drink Industries´ Federation, said that in recent years there has been a positive trend and continuous sales increase for decaffeinated coffee in Finland. “It is definitely trending at the moment as [there has been an increase in the number] of new locally roasted products, [along with] increased visibility and assortment availability, which is raising consumer interest [in decaf coffee].” Tanhuanpää further noted that decaf coffee innovations coming from local roasteries such as filter coffee with good taste profiles that meet the local needs and preferences are helping drive growth.

“The absolute user amount is still limited in the market but the potential for further growth is there,” Tanhuanpää explained, adding, “especially with the younger (under 35 years old) urban demographic, and women, in particular, are interested in decaffeinated coffee – they want to enjoy the taste of coffee, but regular coffee is not always the most suitable option.”

In neighbouring Denmark, the demand for decaf coffee also remains high, although the share of the segment in the overall Danish coffee market is small.

Henrik Frellsen, the chairman of the Danish Coffee Association and CEO of Frellsen Kaffe, one of the biggest local coffee producers, said decaf coffee currently makes up a small share of the coffee market in Nordic countries. “In Denmark, it accounts for less than one percent of the volume, [which is] constant and has historically remained at this level.”

He does not expect a sharp growth of the segment in years to come despite believing in its huge future potential. “We foresee no significant development at this level. In recent years, coffee has transitioned from a product perceived as less healthy to one that naturally fits into a healthy lifestyle. Therefore, caffeine no longer appears to be harmful,” Frellsen explained. “However, increased awareness of the importance of sleep for health pulls in the opposite direction. In Nordic food culture, there is a loyalty to pure raw materials. Hence, [those] with this concern would choose an alternative beverage later in the day rather than a decaf coffee.”

Some analysts report that the estimated potential of decaf coffee is too exaggerated and does not correspond to some current realities. Referencing the most recent edition of Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey, Matthew Barry, insight manager, Food and Beverage at Euromonitor International, said that self-reported interest in drinking less caffeine or none at all reached a new record high, at 46 percent of respondents. “You could interpret that to mean we were at the verge of an explosion in decaf. After all, that is nearly half of adults in the world saying they want to drink less caffeine. But I don’t see things that way. The reality is that caffeine is just too important for people to get through their days so this represents an aspiration more than anything else. I think this signals that people recognise that they need to take actions to mitigate some of the negative side effects of excess caffeine consumption.”

Barry noted that the data absolutely shows there has been a real explosion of products with calming, relaxing, or sleep-promoting claims across food and beverage in recent years. “Essentially, rather than switch their morning coffee to decaf, consumers are sticking with the regular coffee and looking for something in the evening to calm them down and help them sleep. People want to have it all,” he said.

The decaf coffee market is also of great interest to the global majors, many of which have significantly strengthened their positions in it in recent years. For example, illycaffè, the Italian coffee producer, considers the decaf coffee segment a priority.

Francesco Bosso, chief commercial officer of illycaffè, said the company offers decaffeinated coffee in its range with all preparations to satisfy the taste of all consumers. In recent years, he said, the

illy’s low caffeine coffee, Idillyum. Image: illycaffè

demand for such coffee has significantly increased, noting that “usually, decaffeinated coffee is preferred by one out of four consumers and mainly as an alternative to coffee in the evening.” Bosso said that illy coffee is a blend composed of 100 percent Arabica beans of the best quality, which by its nature contains a lower amount of caffeine than Robusta coffee. “In addition, for consumers who are looking for a preparation with a very low caffeine content, we also propose Idillyum, a coffee composed only of the fine Arabica variety called Laurina, grown specifically for our company in El Salvador. This product naturally has a very low caffeine content, less than one percent (a third less than the classic Arabica varieties and less than half of Robusta).”

Bosso expects the demand for decaf coffee will continue to grow, while the growth of the segment will be comparable to the dynamics of the entire coffee market.

Regarding further market prospects, most of the interviewed analysts and producers believe the demand for decaf coffee will continue to grow in years to come, as more and more customers will position it as a heathy alternative to traditional coffee. That will be primarily observed in such countries as Russia, which has low decaf coffee consumption.

Tanhuanpää believes that decaffeinated coffee will continue to increase its share driven by the wellbeing trend that has for many years already been present in many food and drink categories, for example, driving growth of non-alcoholic beer. “The need for relaxation without compromising the enjoyment of coffee is one driver for decaffeinated coffee consumption,” she said. “And according to our research, the usage situations for decaf coffee can be varied, not only limited to evening use. One motivation can be the stomach friendliness of decaf coffee.”

• Eugene Gerden is an international freelance writer who specialises in covering the global coffee, tea and agricultural industries. He works for several industry titles and may be reached at gerden.eug@gmail.com.

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• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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The vibrant three-day event was packed with significant activities, including the launch of the Green Coffee Connect programme and the Retail Buyers Lounge in Europe. These new features provided platforms for learning, networking, and fostering business partnerships. The Sustainable World of Coffee initiative, in collaboration with Caravela Coffee and supported by Barista Attitude, inspired positive changes within the coffee industry, says the organisation, such as planting over 6,000 trees, supporting 150+ farms, and offsetting 1,600-2,000 tons of CO₂.

Attendees also enjoyed the Best New Product Competition, Coffee Design Awards, Cupping Exchange, and two Roaster Villages and the event was highlighted by several awards programmes.

A partnership was announced between Cup of Excellence, Alliance for Coffee Excellence, and Specialty Coffee Association (SCA). This collaboration aims to set new industry standards and enhance the entire coffee ecosystem. Key initiatives include supporting the Coffee Value Assessment (CVA) form, increasing visibility at CoE competitions, offering collaborative training programmes, and launching educational initiatives to advance industry skills.

World of Coffee Copenhagen also marked the next phase of the SCA Coffee Value Assessment (CVA), introducing three new cupping standards, a beta version of the extrinsic assessment, and updated supporting documents. These resources aim to integrate the CVA into daily practice, fostering a growing community of professionals dedicated to discovering value in coffee. Start using the SCA Coffee Value Assessment and its tools at sca.coffee/value-assessment.

The 2024 Best New Product Awards winners are:

• People’s Choice: SQUEAKY – The King Eddy (Electric)
• Commercial Coffee Preparation & Serving Equipment: Bellwether Coffee – “Bellweather Shop Roaster”
• Consumer Coffee Preparation & Serving Equipment: Fellow – “Aiden Precision Coffee Maer”
• Coffee Accessories: Hauck Tamper – “Vibra Tamper”
• Open Class: Kavekalmar – “ROASTINO Manual Roaster”
• Specialty Non-Coffee Beverage Stand alone: DRYK Brew – “DRYK Pea Barista”
• Specialty Coffee Beverage Additive: Beyond the Bean – “Sweetbird Popcorn Syrup”

Four World Coffee Championships were held, including World Latte Art, World Coffee in Good Spirits, World Coffee Roasting, and Cezve/Ibrik Championships.

World of Coffee Copenhagen was made possible through the generous support of the 2024 Portrait Country, Peru. “We are very proud to be the Portrait Country at World of Coffee 2024, showcasing the quality of Peruvian specialty coffees to international buyers. Coffee has become one of Peru’s traditional agricultural export products, with exports totaling USD 829 million in 2023. This participation represents a great opportunity for our producers,” said Claricia Tirado, executive president of PROMPERÚ. The event was also supported by Host Sponsor BWT water+more, Platinum Sponsor Barista Attitude, and Gold Sponsor Alpro.

Save the dates for upcoming events:

• World of Coffee Dubai: 10-12 February 2025, World Trade Centre, Dubai, UAE
• Specialty Coffee Expo: 25-27 April 2025, George R. Brown Convention Center, Houston, USA
• World of Coffee Jakarta: 15-17 May 2025, Jakarta Convention Center, Jakarta, Indonesia
• World of Coffee Geneva: 26-28 June 2025, Palexpo Exhibition and Convention Center, Geneva, Switzerland

For more information, visit sca.coffee.

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Here is a preview of some of the companies exhibiting:

AluSense

At this year’s World of Coffee event in Copenhagen, AluSense is introducing its newest innovation, BioSense: Nespresso-compatible home compostable capsules.

100% Bio-Based Capsules

With the largest production capacity in empty compatible aluminium capsules, AluSense products are sold in over 80 countries worldwide. AluSense offers the first capsule consisting of 80% recycled aluminium and CO₂-neutral accreditation, ensuring zero impact on the environment.

With over ten years of experience in optimising aluminium mono-material capsules and being the first to launch Nespresso-compatible capsules, AluSense has now taken on the challenge of introducing the best 100% bio-based and home compostable coffee capsule to the market.

Why Choose BioSense Home Compostable Coffee Capsules?

The unique mono-body design and custom dome shape enable packing over 20% more coffee into each capsule, the highest volume in the home compostable market. Additionally, the capsules provide superior protection against oxygen and moisture, ensuring optimal preservation of customers’ coffee’s flavour. Simplicity, Quality, and Efficiency are the three key pillars of AluSense’s design philosophy. Through this approach, it achieves excellence, not only in the cup but also for the environment. Customers can choose from six unique colours, or customise their capsules with an embossed logo and/or a PMS color of their choice.

Certified

BioSense home compostable coffee capsules are 100% made from second-generation end-use bio-based materials. No PLA, plastic, oil, bisphenol A, or fossil fuels are used.

Thanks to their composition, AluSense’s capsules are fully compostable, as demonstrated by its OK compost HOME certification. BioSense holds certifications from Hansecontrol, SGS, TUV, ISSC, and CO₂ Neutral.

Want to show your love for the environment without compromising on the quality of your coffee? Visit AluSense at World of Coffee Copenhagen in Hall C, Booth CB-002, or contact them for more information via info@alu-sense.com.

*AluSense is not affiliated with, endorsed by, or sponsored by Nespresso.

AluSense HQ
Technologielaan 7A
1840 Londerzeel
Belgium
Web: alu-sense.com/biosense
Email: info@alu-sense.com
Tel : +32 (0)51 47 06 70
WOC Copenhagen Booth: CB-002 in hall C

Brambati

We will be present at the next World of Coffee Copenhagen, 27-29 June 2024 at Bella Center.

Our sales team will be available to supply all the needed info in relation to our complete processing installation for coffee, including roasters and roller grinders. The range of our machinery allows us to respond to a wide variety of needs, from the specialty to the industrial realties. The new generation of machinery are developed in accordance with the paradigm I5.0, a new challenge for a sustainable economy. We choose to be kind with our planet.

Brambati Spa
Via Strada Nuova 37
27050 – Codevilla (PV) Italy
Web: www.brambati.it
Email: info@brambati.it
Tel: +39 0383 373100
WOC Copenhagen Booth: CF-008

Colombini

ANGEL, THE GREAT LITTLE ONE.

As per our industrial grinders, ANGEL is a high-tech product, equipped with discs in tungsten carbide (hardness: 1300 Vickers) and very high precision adjustment with resolution of 2 microns and digital display of discs position. Due to its solidity and high precision, it can produce batches of ground coffee in continuous cycle, with a capacity of 90-120 kg/h. The duration of the discs is in order of 40-80 tons, depending on fineness of ground coffee.

ANGEL can also grind Turkish coffee, with cardamom too; in this case, the capacity is around 50 Kg/h.

It is very useful for laboratories, in order to repeat very similar results of Colombini’s industrial grinders.

All the ANGELs are equipped with a cooling system by ventilation and inverter to adjust the RPM of the discs.

Five different versions can be provided and the prices are all similar.

The LAB and ST.V versions are equipped with a manual device that ensures, by means of a simple hand gesture, that the discharge duct remains cleaned inside every time a ground coffee package is filled.

The RTM.V and the RTM.V4 are equipped with an automatic cleaning system of the exhaust duct, very helpful when working in continuous cycle for several minutes/hours.

For more information contact info@colombini.srl or visit our website www.colombini.srl

You can also find us at WOC Copenhagen from 27- 29 June at Booth ED-001.

COLOMBINI srl
Settimo Torinese (TO), Italy
Web: colombini.srl
Email: info@colombini.srl
WOC Copenhagen Booth: ED-001

Ima Coffee

The IMA Coffee Hub is on show at World of Coffee Copenhagen.

Visit IMA Coffee Hub at World of Coffee in Copenhagen, booth ED-005 from 27 – 29 June, and learn more about our technologies and innovations covering every stage of coffee processing or packaging. Explore our latest projects aimed at developing environmentally friendly solutions for the coffee industry, as part of the IMA ZERO corporate sustainability project and with the support of IMA OPENLab. Don’t miss the opportunity to discuss with our experts the full range of solutions dedicated to the coffee market and find out how they can improve your business through a tangible experience on coffee processing and packaging at the IMA Coffee Lab.

IMA Coffee Hub strives to answer the needs of the global coffee industry and engineer quality solutions to enhance the performance of its customers. To meet the needs of a rapidly evolving market, IMA Coffee Hub covers all aspects of the processing and packaging processes, from consultancy and design to production planning and turnkey solutions.

At the core of Hub’s offerings are traditional roasters handling batches from 5 to 400 kg as well as modular solutions with external heat generation unit and roasting air recovery roasting up to 720 kg per cycle. A host of flexible degassing systems for large or small production volumes ensures consistently reproducible quality of ground coffee. Vertical and single-serve filling and sealing equipment, along with complete line for secondary and end-of-line packaging, complete the IMA Coffee offer, responding to market demands with high, medium, and small production capacity solutions, guaranteeing top performance and efficiency. Thanks to Hub’s dualism, process and packaging travel on the same track, resulting in being able to offer the customer a turnkey solution, as well as an in-depth knowledge of a coffee product, from the green bean to the single-serve packs.

During the last years, IMA Coffee has strengthened its commitment to reduce the environmental impact along the coffee production chain in collaboration with OPENLab, IMA Group’s network of technological laboratories and testing areas dedicated to research on sustainable materials, technologies, and production optimisation processes.

Furthermore, IMA Group has recently consolidated its leading role within the coffee industry by opening the IMA Coffee LAB at its facilities located at IMA Petroncini headquarters in northern Italy. A unique centre, open to all customers and coffee processing companies seeking professional advice and innovative solutions, IMA Coffee LAB houses a fully functioning pilot plant covering all handling, processing and packaging stages. Customers are invited to come and test their own coffee at any step of the process or run a complete processing and packaging test through the pilot plant.

Meet IMA Coffee Hub experts at World of Coffee Copenhagen, booth ED-005.

Via Emilia Levante 428-442
Ozzano Emilia, 40064 (Bologna) Italy
Web: www.ima.it/coffee
Email: sales.coffee@ima.it
WOC Copenhagen Booth: ED-005

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The Nordic instant coffee market is experiencing a serious stagnation, as the current dominance of ground coffee in the region has provides limited growth for major instant coffee producers.

In fact, the Nordic region, which consists of such highly developed European nations as Sweden, Norway, Denmark, Finland and Iceland to some extent, has long been known for its high coffee consumption, substantially exceeding even those in such coffee-drinking nations as Italy and France.

Similar to other EU nations, in recent years, the Nordic coffee market has undergone significant changes and experienced major transformation, which is primarily associated with the rise in popularity of ground coffee, as well as variety premium and specialty coffees. According to official market statistics, currently, the share of ground coffee is estimated at about 70 percent of the entire market, with the share of capsuled coffee and various specialty coffees being estimated in the range of 80 to 85 percent. The remaining 12 to 15 percent of the market accounts for the instant coffee segment, depending on the country. As a rule, the coffee market of each country in the region, including instant coffee segment, is characterised by high level of maturity with small room for a further growth of major players. As for the latter, Nestlé, with its flagship Nescafé brand, remains the leading company in the instant coffee market of the Nordic region.

In terms of Sweden – the major country of the region – according to a recent report prepared by the local coffee maker, Kafferosteriet Löfbergs (which is known as the first edition of the Coffee Report), four out of five Swedes drink coffee regularly, and ground coffee is undisputed as the leading choice, as 72 percent of local citizens drink it. The volume of imports into the country is rather small, mainly accounting for high-quality Arabicas.

Typical Norwegian coffee shop in the city of Oslo. Image: The JetSetting Fashionista

Specialty coffee and instant coffee account for the remaining 28 percent of the market. Instant coffee appeared in Sweden for the first time in 1942 during World War II.

According to the Swedish business paper, Orebronyheter, Swedes consume an average of 7.6 kilos of coffee per person per year, which corresponds to approximately 2.5 cups per day. That makes Sweden the world’s third largest country in terms of per capita coffee consumption.

Among the leading local players are Nestlé, Löfberg (its coffee factory in Karlstad also produces several instant coffee varieties including an espresso instant coffee called Bold Espresso, which is a dark roasted Arabica coffee), and Gevalia.

Finland still leads in consumption

The position of coffee in Finnish food culture is even stronger, which contributes to its record consumption. Coffee consumption in Finland remains the largest in the world. Over the decades, the amount of per capita coffee consumption in the country has remained steady, between 9-10 kilogrammes. Most local coffee companies do not believe that consumption will grow any further, so they seek growth through new premium products. Light-roasted coffee accounts for most of Finland’s market, but the popularity and supply of dark-roasted coffee has increased in recent years. Instant coffee’s share is estimated at 10 to 12 percent of the market.

The Russian-Ukrainian war and its economic consequences has led to a sharp growth of coffee prices in both Finland and Sweden in recent years. According to some Finnish media reports, the current prices for coffee in the local market are among the world’s highest, while a similar situation is also observed in Sweden. According to some independent coffee analysts, the high prices could provide a chance for instant coffee to retain its positions in the local market, mainly due to its more attractive price compared to ground coffee. Although, presently, the prospects for the segment’s further growth remain cloudy.

Salla Korpivaara, a senior consultant at Euromonitor International, said instant coffee in the Nordics remains a marginal category of the market. “Per capita consumption of instant coffee is more than 25 times smaller than fresh coffee. Traditionally, instant coffee has been used for special occasions, such as travelling, hiking, at summer cottages or for instance baking. I attach the volume growth for 2023 and forecast CAGR.”

She added that like in many other FMCG categories, “we saw a peak in retail sales during the pandemic when people were working from their summer houses. The growth, however, quickly returned to a normal, negative trend. In recent years, coffee beans and capsules are taking market space from instant coffee. We do know that instant coffee in the Nordics is more often consumed by the younger generation and they have a more positive perception of the category than older generations. This might be connected to videos on social media where people are preparing coffee cocktails with instant coffee.”

Little’s flavoured instant coffee has launched in several markets. Image: Little’s

According to Korpivaara, an impetus for the segment could be provided by more active launches of innovative products into the market, while some activities in this field are already ongoing. She said there has been little product innovation in instant coffee in recent years but there are some premium examples:

• Little’s flavoured instant coffee has launched in several markets and there is a wider trend for flavoured instant standard coffee (not mixes);
• Fairtrade, premium and organic products are being launched from time to time.

Given the high inflation the past few years, Korpivaara noted another trend is the rise of private label. “Coffee prices increased by double digit growth in 2022, slowing down a little in 2023, we see that consumers have been downtrading here.”

According to analysts, there was a ‘renaissance’ of instant coffee in the Nordic region between 2015 and 2019 when, according to data of Nestlé and some other global majors, the demand for instant coffee in some countries of the region – such as Finland – grew at 5 to 6 percent in some years and even higher in others. Thus, there were serious expectations that such a trend would continue to be observed during the 2020s. Still, a sharp rise in popularity of ground and specialty coffees, especially among the young, and the highest growth in coffee shops since 2010 in all of Europe, put an end to the hopes of further growth of the instant coffee segment, at least with the same rates during the next decade.

Norway and Denmark: same region but consumption habits differ

Coffee is considered a national drink in Norway, although the consumption of most of its varieties in this country is lower than those in Finland. According to the Norwegian Coffee Information agency, consumption in Norway among coffee drinkers is around four to five cups per day. Of these, the share of instant coffee also does not exceed 15 percent of the market.

Since the early 2000s, the consumption of coffee in Norway has been slowly decreasing, which affects both ground and instant coffee varieties.

Surprisingly, the current situation in the coffee market of Denmark is quite different, as, in contrast to other Nordic nations, there is a generally stable growth of demand for instant coffee among local customers.

Swedish Löfbergs organic instant coffee, one of the most popular instant coffee varieties in the Nordic region. Image Löfbergs

Presently, sales of instant coffee products in Denmark show serious growth because it has become the preferred coffee model among many young people. According to a study from 2024 of the Danish magazine, Kaffe Drikke, the best-selling coffee brand in Denmark is Nescafé, which has long been popular among Danes. In addition, other instant coffee brands, such as Merrild and Jacobs, are also popular in Denmark. Currently, instant coffee accounts for about a quarter of total coffee sales in Denmark, with younger people often preferring more exotic coffee varieties, while older people often stick with more classic varieties.

Euromonitor International analysts expect the demand for instant coffee in the Nordic region will remain generally stable within the next several years, although further growth of the market will be weak, while the demand for premium and specialty coffee will grow.

A spokesperson for Euromonitor International summed up the instant coffee segment in the Nordic states, noting, that overall, instant coffee is projected to see a flat off-trade volume CAGR in the future. “This is expected to be mainly due to instant coffee mixes, which offer more product variety and attributes, such as flavours. Instant standard coffee, on the other hand, is unlikely to see much new product development to stimulate interest. However, it is worth nothing that instant coffee mixes are predicted to see off-trade volume growth, before a level of maturity sets in. Meanwhile, instant standard coffee is expected to see declines until margins pick-up, albeit from a reduced sales base.”

• Eugene Gerden is an international freelance writer who specialises in covering the global coffee, tea and agricultural industries. He works for several industry titles and may be reached at gerden.eug@gmail.com.

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Retail Buyers Lounge:

For the first time, World of Coffee presents the Retail Buyers Lounge, a dedicated space tailored for coffee professionals with buying power in retail operations. This exclusive area, open to select attendees, offers an ideal environment for skill-sharing, learning, and networking among global coffee retail industry experts. The Retail Buyers Lounge provides a comfortable retreat off the show floor, where participants can catch up on emails, connect over a cup of coffee, and learn about the latest trends impacting the industry.

In addition to a relaxing space, the Retail Buyers Lounge will host a series of short talks and panel discussions featuring industry experts. These sessions are designed to offer invaluable access and insights, empowering retail buyers to make informed decisions and stay competitive in the fast-evolving coffee market.

Green Coffee Connect:

Green Coffee Connect is another exciting addition to World of Coffee Copenhagen 2024. This event is dedicated to fostering an inclusive environment for the green coffee industry, offering participants a dynamic platform for learning and networking.

At Green Coffee Connect, attendees can engage in Green Coffee Conversations, where leading industry experts share their insights and expertise. Whether you’re a seasoned green coffee trader or new to this vibrant sector, Green Coffee Connect offers a unique opportunity to learn, grow, and forge valuable connections. Participation in Green Coffee Connect is completely free, ensuring that everyone has the opportunity to join us on this journey of growth and collaboration.

Sustainable World of Coffee:

In Copenhagen, SCA is combining forces to take decisive action in supporting producers facing environmental challenges – directing financial support to coffee farmers in Latin America, who will plant native trees that contribute to soil health, reduce erosion, and sequester carbon. These initiatives are in partnership with Caravela Coffee, a Latin America green coffee exporter and importer and recognised leader in green coffee sustainability, and Barista Attitude. These organisations support the SCA Sustainable Specialty Coffee Agenda and are working together to create an innovative offset strategy for SCA’s trade shows, with impact closer to coffee farms and landscapes, and as an avenue for promoting equitable value distribution across the coffee supply chain.

Other sustainability activities at the event include a ceremony and panel discussion recognising the 2024 Sustainability Award Winners in the For-Profit and Non-Profit category, happening Thursday 27 June.

In addition to the new features on the show floor, there will be four World Coffee Championships taking place at World of Coffee. The 2024 World Latte Art Championship (WLAC), World Coffee in Good Spirits Championship (WCIGS), World Coffee Roasting Championship (WCRC) and the Cezve/Ibrik Championship, showcasing the world’s top coffee professionals as they compete for the title of World Champion.

World of Coffee Copenhagen is made possible through the support of its 2024 Portrait Country, Peru. “We are very proud to be the Portrait Country at the World of Coffee 2024, which will allow us to showcase the quality of Peruvian specialty coffees to international buyers. Coffee has become one of Peru’s traditional agricultural export products, with its main markets in Europe, North America, and Asia. In 2023 alone, coffee exports totaled USD 829 million. Therefore, Peru’s participation in this fair represents a great opportunity for our producers to achieve greater commercial contacts and to finalise future coffee shipments,” said Claricia Tirado, executive president of PROMPERÚ.

Join us in Copenhagen from 27 – 29 June 2024, for three days of innovation, networking, and industry leadership within specialty coffee. With the addition of exciting new show features, World of Coffee Copenhagen 2024 promises to be an essential event for coffee professionals looking to network, learn, and lead in the industry.

For more information about the show features and to register, visit worldofcoffee.org.

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While Scandinavia is a term commonly used to describe the region in Northern Europe, it is surprising that it has no clear definition. Most people imagine three countries: Norway, Sweden, and Denmark, though geographically, it is an area of the Scandinavian Peninsula dominated by the Scandinavian Mountains. This leaves Denmark out but includes the northern part of Finland.

The status of Iceland is also vague. The country has close linguistic and historical ties with Scandinavia and is considered a part of Scandinavia by many, though the island sits nearly 1,000 kilometres away from the Norwegian coast.

All mentioned countries share exceptionally strong coffee traditions and similar consumer preferences, though some differences exist. “[For example], in Finland, the volume [of coffee] consumed is much higher. In Norway, Sweden and Denmark, consumption is less, but consumers have a higher preference for high quality – specialty – coffee,” said Tjalling Jorrit de Boer, senior market analyst with Molgo, a Groningen, Netherlands-based research firm.

Kafferisteriet Merkur – a prominent coffee roastery established in 1993. Image: Wikipedia

A recent study conducted by Molgo showed that Norway, Sweden, and Denmark have coffee consumption levels that are well above the European average. Sweden, the largest coffee market in the region with a population of 10.5 million, ranks third in terms of per capita coffee consumption in Europe, following only Finland and Luxembourg.

Other Scandinavian countries are just a little behind. Norway, with a population of 5.4 million people, has a per capita consumption of 8.6 kg, the fifth highest in Europe. Denmark’s consumption of 6.6 kg makes it eighth. The high consumption makes the market relatively static with little room for volume growth, Salla Korpivaara, consultant at Euromonitor International, assumed.

Moreover, a number of factors in Europe have taken a toll on the Scandinavian coffee market in recent years. The Covid-19 pandemic definitely had an impact on the region, but to varying extent, Korpivaara indicated. For example, she said Sweden imposed a few restrictions on the HoReCa sector, and their lockdown was not as strict as Norway and Denmark. Hence, while in Norway, the coffee segment in HoReCa declined in 2020 by 27 percent and in Denmark by 19 percent. In Sweden, the decline was more moderate, around 14 percent. The HoReCa segment swiftly recovered starting the following year, 2021, for all three countries.

“At the same time, in 2020, all three countries saw a steep increase in the retail volume sales as Scandinavians, [like] the rest of the world, moved their offices to their homes,” Korpivaara noted.
De Boer said that it is hard to say how the cost-of-living crisis in Europe, which unravelled in 2023 and has yet to loosen its grip on the economy, has affected coffee consumption in Scandinavia. He assumed that it hadn’t had a significant influence on the volume, though it could trigger a small shift from the out-of-home to the at-home market and further small growth of the specialty segment.

Focus on innovation

Among the Scandinavian countries, the Danish coffee sector stands out for its innovative specialty segment. This segment is characterised by small-scale specialty coffee roasters who work closely together with each other and with their suppliers to create unique and high-quality coffee products. These roasters often experiment with different roasting techniques, sourcing methods, and flavour profiles, leading to a diverse and dynamic coffee market.

Scandinavian roasteries are willing to experiment. Image: Claus Sal

Local publication, Fodevare Watch, also recently reported a major shift towards innovation in the Danish coffee sector, with new companies, concepts, and ideas “springing up all over the country.”

The trend has become so massive that company managers are even starting to wonder whether there is room for so many new players in the market, especially in the retail segment, where the competition is particularly fierce. “I doubt there is room for so many competitors in retail because the shelf space is getting smaller. So, there will be a bigger battle for space in the future,” Tom Faurschou, managing director of Lavazza’s Danish division, told Fodevare Watch.

Henrik Aagaard, CEO of BKI Foods, on the other hand, argued that the Danish coffee market offers plenty of development opportunities, and those ready for bold experiments have good chances of being rewarded with strong consumer interest.

Competition in a market where sales volumes have already reached all possible heights and a further rise in volumes seems unlikely drives coffee companies to be more creative. “We are looking into a relatively stable market, but the requirements to develop and launch new concepts will only become more important in the future,” Aagaard said.

Market players indicate that Scandinavian coffee lovers are increasingly becoming more discerning, searching for new tastes and flavours, as well as new places and rituals associated with drinking coffee. However, the existing traditions are here to stay. “[Scandinavian] coffee culture is unique. In many gatherings and meetings, coffee has a key role. In Sweden, there is a tradition called ‘fika’. This social event is where people gather to enjoy coffee, often with sweet pastries or cakes,” Korpivaara said.

Analysts agree that innovation is the key for market players in Denmark and other Scandinavian countries’ markets to stay successful. This is particularly true, as some forecasts envisage that generation change can drag down coffee consumption in some segments. “Younger consumers are likely to consume fewer cups of coffee than their older counterparts but are likely to spend slightly more on each cup,” Korpivaara said.

According to Molgo’s research, innovative Scandinavian roasters have a significant influence on the global specialty coffee scene. In this context, the analysts pointed out that the Specialty Coffee Association originated in Norway. Furthermore, despite the projected limited growth options, the number of roasters in Scandinavian countries is increasing, particularly the number of micro-roasters. Many of these roasters distribute their coffee to local cafés but also have their own coffee shops. For instance, Sweden alone is home to around 80-100 micro-roasters.

Scandinavian countries have some of the highest coffee consumption rates in Europe. Image: Christian Caffe

Surprisingly enough, the innovation trend goes hand in hand with consolidation. Multinationals are taking over promising brands in the Nordic specialty segment, de Boer indicated. This is largely in line with the general trend of increasing consolidation in the mainstream coffee segment in Europe in the last few years.

Ethical consumption dominates

Observers also pointed out that demand in the Scandinavian market is increasingly being reframed by principles of ethical consumption. “Products with organic and ethical certificates, as well as products underlining the product’s origin, are seeing good growth in fresh coffee. This is in line with both the health and wellness trend and the increasing interest in ethical consumption, with many younger consumers prioritising quality and compatibility with these consumption trends over quantity,” Korpivaara noted.

In this background, she added, coffee pods registered a decline in volume sales last year in all three markets despite the convenience that these products offer. In an increasingly environmentally conscious market, pods are not seen as a sustainable solution. Many consumers would now rather look for coffee bean machines to have convenient, high-quality coffee. Competition in this area is intense and there has been some discounting on pricing.

Molgo analysts stated that Rainforest Alliance/UTZ, Fairtrade, and organic-certified coffees are particularly interesting to consumers in Scandinavia, where about 90 percent of all coffee sold in retail is certified. As a part of the same trend, Scandinavian coffee lovers have shown increasing interest in organic coffee. However, the European economic crisis has weighed on this segment in the past few years.

“We do not have exact figures for organic coffee, but we know that the high inflation and weakening of purchasing power in Scandinavia have led to a decline in the overall organic market,” Korpivaara said.

Promising niches

Sustainable, specialty coffees and premium quality coffees continue to be promising segments of the Scandinavian coffee market, Euromonitor International analysts claimed.

Scandinavia sees a growth consumption of specialty coffee. Image: Mork

“Fresh coffee beans are expected to continue to grow. Consumers are showing increased interest in fresh coffee beans as they look for products that they see as healthier, higher in quality and more ethical. An increasing number of Scandinavians will have a coffee maker [with a bean grinder] at home, and they will use it more on a daily basis rather than only on special occasions as was previously the case,” Korpivaara explained.

Foodservice coffee volumes are expected to see healthy growth in the forecast period as Scandinavian consumers will be spending more time out of their homes and retail outlets are looking out for new coffee formats to offer, she noted.

The coffee shop culture and takeaway coffees are also becoming more popular in the region, providing a further boost to sales. Retail e-commerce is expected to continue to see positive growth over the forecast period as online grocery shopping becomes a normal part of life for more and more consumers. “In addition to ordering supplies of conventional coffee via online grocery retailers, consumers will increasingly order more exotic coffee blends, beans and pods online from specialist coffee sites,” Korpivaara said.

• Vladislav Vorotnikov is a Batumi, Georgia-based multimedia B2B freelance journalist writing about the tea and coffee industries since 2012.

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Following the success of World of Coffee Athens 2023, World of Coffee Copenhagen 2024 is predicted to be the largest World of Coffee in the event’s history, with over 400 exhibitors and 10,000 attendees from over 130 countries around the world. Show features will include:

• Best New Product Competition
• Coffee Design Awards
• SCA Lectures and Workshops
• Cupping Rooms
• Two Expanded Roaster Villages
• Four World Coffee Championships:
  – World Latte Art Championship (WLAC)
  – World Coffee in Good Spirits Championship (WCIGS)
  – World Coffee Roasting Championship (WCRC)
  – Cezve/Ibrik Championship (CIC)

Speaking about in anticipation of World of Coffee returning to the Nordics in 2024, SCA chief executive officer, Yannis Apostolopoulos said, “Copenhagen is a global leader in culture, quality of life, sustainability, and the arts, and the beautiful Danish capital is also renowned for its refined specialty coffee culture and approach to business, technology, design, and trade. At this time and place, Copenhagen is a natural and beautiful destination for this year’s premier specialty coffee trade show for the European and global coffee community.

“This year’s event is set to be bigger and better than ever, with more show features and exhibitors – a reflection of the continued growth of our industry. As we prepare to unfold this remarkable chapter in the European specialty coffee story, we extend an enthusiastic invitation to all who are passionate about the future of the global specialty coffee industry.

“Let’s come together, share experiences, and fuel the momentum that propels our industry forward. We look forward to seeing you in Copenhagen.”

Roaster Villages at World of Coffee

Following on from the success at World of Coffee Athens, this year’s show will return with two expanded Roaster Villages – Roaster Village North and Roaster Village South – both centrally located on the show floor to celebrate Europe and the world’s best small and medium-sized coffee roasting companies and wholesalers.

Educational Opportunities at World of Coffee

World of Coffee Copenhagen will also feature an extensive offering of educational opportunities,
including hands-on Workshops for advancing practical skills and knowledge, refining sensory acuity,
tactics for business development, sourcing, and sustainability. World of Coffee will also host informative, live Lectures by experienced industry professionals, academics, and trusted authorities on subjects including organic sciences, emerging technologies, management and marketing, human resources and staff management, company culture, sustainability, and climate change.

For more information, visit worldofcoffee.org.

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Hagen (The Hagen Project), is a premium coffee brand born out of Copenhagen and founded in London.

“Hagen is focused on delivering premium specialty coffee and committed to doing that sustainably,” said Tim Schroeder, founder of The Hagen Project. “By partnering with Bellwether Coffee to roast our coffee blends in-house on the all-electric, ventless machine, we are continuing to provide our guests with the best in Danish hospitality while reducing our carbon footprint. It allows us to strengthen our brand even further with increased quality and product control, which in turn will grow our business for the future.”

“Our partnership with Hagen marks an important step in the electrification of coffee roasting, as it is the first in Europe to implement our clean technology that is revolutionising the industry,” said Ben Ireland, European managing director of Bellwether Coffee. “Hagen will pioneer electric roasting in London and prove to discerning European coffee consumers that sustainable on-site roasting with Bellwether provides the trifecta of superior taste, quality, and sustainability.”

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During the last 75 years, the world population has increased from around 2.5 billion people to almost 8 billion people today; this requires a more efficient way to produce food that is not only healthy but is done so in a safe and sustainable way while protecting the precious harvest. Secure and efficient processing, handling, and storage of crops have been the focus for Cimbria for the last 75 years – and fast forward to the present day, that commitment has not changed. 

Ever since its formation in 1947, the company has grown steadily with a strong focus on its core business and understanding of the market and the customers’ needs. Cimbria is celebrating its 75th anniversary in 2022 with the prospect of making the anniversary year a record sales year through an even more targeted sales strategy that has already resulted in a solid order backlog for the year: 

 ‘We are fortunate that we are facing high demand for digital transformation across our business. Customers are looking for solutions which can minimize raw material losses while maximizing production uptime. Thanks to a combination of innovation and AI, we can help our customers collect and measure information from the equipment to support their most efficient use’, says Gary Rollinson, vice president, AGCO Grain & Seed EME.

In 2016, Cimbria became a part of the AGCO Corporation and now has operations – including manufacturing facilities – in Denmark, Italy, Czech Republic, and Austria as well as dealers in all continents. Not only does this deliver global reach; Cimbria is also committed to be an active player in the local communities and creating local jobs. 

A combination of customer focus and truly understanding their needs is reflected in many long-term customer relationships, which makes it possible for Cimbria to support their journey towards a more sustainable future: 

‘The requirements for more sustainable, full-service integrated, and smart solutions are becoming increasingly important for investors and customers, especially against the backdrop of a growing world population to feed. This also calls for a more efficient processing and handling as well as safe storage of crops – requirements that the equipment from Cimbria is the perfect fit for. When we can help our customers solve their challenges by – for example – improving energy efficiency we contribute to an optimized use of resources’, says Stephan Buskies, vice president and general manager, AGCO Grain & Protein, EAME & Grain, APAC.

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The coffee market in the Nordic region, which is comprised of Sweden, Finland, Iceland, Norway, and Denmark, is steadily growing due to the traditional love local customers have for coffee. And as Covid restrictions in the region are easing, representatives of some leading local producers and independent analysts report that out-of-home consumption is growing again.

While the pandemic and its consequences have not resulted in a significant drop of coffee consumption in the Nordic region – of which each country is among the top-10 coffee-consuming nations in the world – it led to the change of structure of demand.

Such a trend, for example, is currently observed in Denmark, which is confirmed by some leading market research firm analysts.

“No negative effects have been noted, but a shift in demand has occurred. We’ve seen office spaces close, sending many home to work. This meant a decline in demand from B2B customers and an increase in B2C demand. The consumption was moved home from work,” said Christian Juul Andersen, chairperson of SCA Denmark, the Danish Coffee Association, in an exclusive interview. “Specialty coffee is becoming more sought after, as customers are becoming increasingly aware of all links in the supply chain are being treated fair, as well as a general heightened focus on higher quality. We at the SCA expect a shift from a high intake of inferior coffee to a higher quality coffee and a small decrease in consumption.”

In the meantime, in neighbouring Norway, the Covid outbreak has even led to growth of coffee consumption among local customers. Bjørn Grydeland, an official spokesperson of the Norwegian Coffee Association, said, “We have had a total growth in coffee consumption. The decline in the professional market (out-of-home) because of the pandemic has been more than compensated by the growth in the home market.”

According to Grydeland, coffee habits of Norwegians, however, do not change that quickly. “I cannot point to a particular segment that stands out. All kinds of coffee for the home market increased, both instant, capsules and roasted fresh coffee,” he explained. “When society returns to normal conditions, I think we will also return to the way we consumed coffee before March 2020. It is difficult to say whether this exceptional year will lead to lasting changes. Black filter coffee has for decades been our favourite. There is one trend that seems to last; sale of whole beans has been increasing continuously for several years. That will probably continue.”

The Finnish love their coffee

Representatives for roasters also confirm maintaining stable demand for coffee in the region, which creates conditions for their further development. Lenita Ingelin, senior vice-president of Paulig Business Area Finland & Baltics, said 2020 was an extraordinary year – especially in the HoReCa channel – due to the Covid-19 pandemic.

In Finland and the Baltics, the total coffee sales were slightly below the previous year. “However, during 2020 people were experimenting with new coffee tastes that had a positive effect on the sales of our premium coffee segment,” said Ingelin. “In Finland, our City [Coffee] product range, where each blend of coffee represents the coffee culture of a certain city, saw the most significant increase in sales — not being able to travel meant that customers bought 68 per cent more coffee in terms of the various ‘City’ blends than in 2019.”

Paulig Juhla Mokka, a light-roasted coffee, has been popular in Finland since it was introduced in 1929.

Paulig is especially optimistic for its traditional Juhla Mokka coffee — the light roasted ground coffee, launched in Finland for the first time in 1929, and its popularity and consumption have significantly increased since that time. According to Ingelin, today, almost every other cup of coffee enjoyed in the country is Juhla Mokka coffee.

She added that also last year, the iconic Presidentti coffee celebrated the 70^th anniversary of the coffee ambassador, a tradition of Paulig in which the company selects special ambassadors annually to promote the brand. This tradition dates back to the 1920s.

Furthermore, a new variety for the City Coffee range, Café Reykjavik, was introduced in Finland and Estonia, and Classic Cremoso in the Baltics. “In 2020, we also opened a Paulig Café & Store (a Paulig flagship coffeehouse) in Moscow, Russia. It´s a unique place for coffee lovers, inspired by the Finnish Paulig Kulma, which opened in in the heart of Helsinki five years ago,” said Ingelin. “At the moment, we don’t have any expansion plans in our coffee category. We’ll focus on our current markets and nurture the coffee culture in the Baltics, Finland and other Nordic states.”

Paulig Presidentti coffee brand celebrated the 70th anniversary of its ‘coffee ambassador’ in 2020.

Ingelin confirmed that Finland is an important market for Paulig as its coffee culture is one-of-a-kind, and the Finnish people consume the most coffee in the world per capita. She noted that Finnish coffee consumption is almost 10 kg per person yearly and the figure has been stable for years. In 2020, the consumption declined slightly due to exceptional times. The drop in consumption in the HoReCa channels did not shift fully to the retail channel.

Market analysts confirmed these statements. Sneha Varghese, senior research consultant at Fact MR shared that as with many countries, Covid-19 has had a negative impact on the coffee industry of the Nordic region. “As an immediate response to Covid, various government bodies of the region have introduced country-wide risk management services such as social distancing, travel restrictions, and partially lockdown in various countries. This has significantly impacted the countries’ economies and their coffee industry.”

According to Varghese, there was a disruption in various activities such as labour supply, trade operations, logistics networks as well as import-export infrastructure, which has resulted in shipment delay and transaction costs in the coffee industry of the Nordic region. “Thus, the price of coffee has been highly volatile due to disruptions in the supply chain and the production of coffee. This also affects small-scale coffee roasters that primarily supply hotels, restaurants, and cafés. Moreover, Finland, Sweden, and Norway are predicted to remain the most lucrative markets by the end of 202.

Echoing Ingelin’s comment, Varghese said that based on per-capita consumption of coffee, Finland is the biggest consumer across the globe. “The per capita consumption of coffee in Finland is around 12 kilograms. On the other side, per capita consumption of coffee Norway and Iceland is 9.9 kilograms and nine kilograms, respectively. In addition, the consumption of coffee at home has been increased as people restricted to work from home and has limited options to go outside, consume coffee is one of the few ways for them to take a break from work.”

According to a study of the Centre for the Promotion of Imports from developing countries (CBI), which is affiliated with the Netherlands Ministry of Foreign Affairs, imports traditionally account a small share of the Nordic coffee market (especially compared to other European countries), considering that most coffee is packed and produced at local processing factories.

In Denmark, Sweden and Norway coffee is predominantly consumed black, meaning without milk and sugar, so the quality of the actual coffee is especially important in these markets.

CBI analysts point out that coffee in Scandinavia is generally considered to be of high quality, which despite the pandemic, creates conditions for the development coffee chains and micro-roasteries, with the biggest number being observed in Sweden and Denmark.

Paulig achieved Carbon Neutral certification for its roastery in Vuosaari, Finland and aims to make all its production sites carbon neutral by the end of 2023.

In recent years, local coffee roasters and global majors operating in the region have started to pay greater attention to the issues of sustainability. For example, according to Ingelin, Paulig achieved CarbonNeutral® building certification for its Vuosaari coffee roastery. “Our ambition is to reduce the greenhouse gas emissions from our own operations by 80 percent by 2030, and the plan is to make all of our production sites carbon neutral by the end of 2023. Paulig has been a pioneer in the coffee industry’s sustainability work. As one of the few large roasteries in the world, the company uses coffee beans from only verified sustainable sources.”

Specialty tea on the rise

In addition to coffee, the demand for tea in the Nordic region remains also strong, with the biggest being observed in case of specialty teas.

Alexis Kaae, an official spokesperson of Simply Tea ApS, one of the largest tea importers in the Nordic region, based in Denmark, in an exclusive interview commented: There is a huge interest regarding specialty tea in Denmark and some other Nordic states and a decline in supermarket commodity tea. Since the outbreak of Covid19, we are experiencing more and more restaurants and fermented tea companies looking for sustainable specialty tea. The demand for a healthy beverage seems to be on everyone’s agenda.”

She said that quality is always an issue as most Scandinavians know very little about tea or its production. “In order to meet the demand for education we have now planted five acres of Camellia sinensis plants in our own tea garden in Denmark. I suppose this can be defined as our major achievement for this year.

As the demand for tea in the Nordic region remains strong, some leading Western European tea manufacturers and marketers are considering accelerating their expansion into this market. Mike Harney, vice president of New York-based Harney and Sons, said, “We as a family-run company do well in the Norway region and have started distribution in Sweden. In terms of expansion in the next year, we are hoping 2022 takes our company to a whole new level amongst consumers in the Nordic region.”

• Eugene Gerden is an international freelance writer, who specializes on covering of global coffee, tea and agricultural industry. He worked for several industry titles and can be reached at gerden.eug@gmail.com.

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Over 50 members will have their membership transferred over to European Speciality Tea Association (ESTA) and they will then become the Danish chapter of ESTA. The Danish Tea Association (DTA) will cease to exist, however, David Veal, executive director of ESTA, said the association may give the DTA name some visibility for heritage purposes.

The purpose of an ESTA chapter is to provide a platform whereby local members can work together in their own community to network, hold events and competitions, education workshops and other activities whilst being an integral part of the larger European association and community and derive benefits from that too. Whilst members of chapters are members of ESTA, the chapters function with a degree of independence, and elect their own board every two years.

“We have been considering this move for some time but the fact that we have such a good reputation around the world, especially in Southeast Asia, has made us cautious about taking this important decision,” said Alexis Kaae, vice president and head of education for ESTA and chairperson of the Danish Tea Association. “However, we are totally confident that our good work of the past will continue in Denmark but within the wider community which is being grown by ESTA.”

David Veal, executive director of ESTA, added, “This is a good and positive move for both associations, members in Denmark will still have the opportunity to work in their local community to promote speciality tea, but they will also be able to network with the wider global speciality tea community in many ways.”

For more information or to join European Speciality Tea Association, visit: www.specialityteaeurope.com.

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The monthly average of the ICO composite indicator rose by 4.6% to 114.74 US cents/lb in December 2020. The daily composite indicator fell to a low of 110.35 US cents/lb on 9 December before climbing back up to 116.98 on 17 December. The daily price remained at a similar level for the remainder of the month until reaching a high of 119.21 US cents/lb on 31 December. Prices in December were supported by sustained demand as evidenced by a continued drawdown in green coffee stocks in large importing countries, such as the USA, as well as the depreciation of the US dollar. Additionally, while exports from Brazil have surged due to the sizeable 2020-21 crop, this was partially offset by a decline in shipments from other Arabica producers, reducing the downward pressure on prices.

Prices for all Arabica group indicators rose in December 2020. The average price for Colombian Milds rose by 5.7% to 170.44 US cents/lb, which is the highest monthly average since November 2016 when it averaged 177.85 US cents/lb. After declining in October and November 2020, the average price for Other Milds rose by 4.7% to 157.81 US cents/lb. As a result, the differential between Colombia Milds and Other Milds rose by 20.5% to 12.63 US cents/lb, which is the largest difference since June 2012 when it reached 15.98 US cents/lb. The average price for Brazilian Naturals grew by 8% to 114.96 US cents/lb, while Robusta prices averaged 72.04 US cents/lb, 0.5% lower than in November 2020. The average arbitrage in November, as measured on the New York and London futures markets, rose by 17.8% to 62.05 US cents/lb. Stocks of certified Arabica increased by 8.6% to 1.52 million bags in December 2020, which is the third consecutive month of increase. Certified Robusta stocks amounted to 2.31 million bags, 3.1% higher than in November 2020. The volatility of the ICO composite indicator price increased by 1.9 percentage points to 8.4% as the volatility for all Arabica indicators increased, while the volatility for Robusta prices was 6.1%, unchanged from November 2020. The volatility for Colombian Milds rose by 2.4 percentage points to 8.6%, for Other Milds by 2.2 percentage points to 9.2%. and for Brazilian Naturals by 2.8 percentage points to 12.2% in December 2020.

Global exports in November 2020 reached 10.15 million bags, which represents an increase of 5.7% compared to November 2019. Robusta shipments totalled 3.31 million bags, 10.7% lower than in November 2019 when they reached a record 3.7 million bags. Shipments of Arabica rose by 16% to 6.84 million bags. Brazilian Naturals saw the largest increase, growing 29.9% to 4.21 million bags, reflecting the on-year Arabica crop from Brazil. Colombian Milds increased by 3.6% to 1.32 million bags, as exports from Colombia grew by 8.8% to 1.26 million bags despite lower production in November 2020 compared to November 2019. However, shipments of Other Milds fell by 5.1% to 1.3 million bags as exports from Honduras dropped 48% to 55,500 bags. In the first two months of coffee year 2020-21, total exports were 6.5% higher at 20.2 million bags, compared to 18.97 million bags for the same period last year. Shipments for all groups declined except Brazilian Naturals, which rose by 23.1% to 8.31 million bags. Exports of Colombian Milds decreased by 4.5% to 2.48 million bags, Other Milds fell by 5% to 2.75 million bags, and Robusta declined by 1% to 6.66 million bags. This growth came primarily from shipments of green Arabica, which reached 12.56 million bags, 11.9% higher than the first two months of coffee year 2019-20. Green Robusta exports increased by 1.1% to 5.79 million bags.

In contrast, exports of roasted coffee from producing countries fell by 5.5% to 103,800 bags, and shipments of soluble coffee decreased by 8.2% to 1.75 million bags. Imports from all origins by ICO importing Members and the United States, decreased by 2.8% to 10.58 million bags in September 2020. In coffee year 2019-20, their total imports declined by 4.5% to 129.98 million bags. Imports by the EU in coffee year 2019-20 fell by 2.6% to 78.32 million bags with Brazil, Vietnam and intra-EU trade as the main origins. Imports by the USA declined by 10% to 28.36 million bags, and Brazil, Colombia and Vietnam were the main source. Japan’s imports decreased by 10% to 7.34 million bags with Brazil, Vietnam and Colombia as the top three origins. Imports by the Russian Federation grew by 7.6% to 6.22 million bags, while those of the United Kingdom declined by 13.4% to 5 million bags. Imports by Switzerland, Norway and Tunisia increased by 9% to 3.41 million bags, 0.4% to 802,400 bags and 6.2% to 527,000 bags, respectively.

Green coffee imports by ICO Members and the USA decreased by 5.4% to 95.98 million bags in coffee year 2019-20 while roasted imports declined by 3.7% to 19.6 million bags. However, imports of soluble coffee increased by 1% to 14.41 million bags. Although roasted coffee imports declined for most ICO Members and the USA, Switzerland’s roasted coffee imports rose by 9.6% to 257,000 bags with Italy, Germany and the Netherlands as the main origins. In contrast, soluble imports rose for the USA and all ICO Members except the EU and the United Kingdom. Soluble imports by the EU fell by 2.2% to 7.73 million bags while those of the UK decreased by 7.4% to 1.14 million bags. Re-exports by ICO importing Members and the United States, increased by 8.3% to 4.31 million bags in September 2020. In coffee year 2019-20, their total re-exports rose by 0.4% to 46.93 million bags. Re-exports by the EU in coffee year 2019-20 fell by 0.3% to 38.56 million bags, while those of the USA by declined 6% to 2.66 million bags. Re-exports from the United Kingdom fell by 24.6% to 1.45 million bags. However, re-exports by all other ICO importing Members increased. Japan’s re-exports more than doubled to 309,700 bags due to strong growth in soluble re-exports, particularly to the Russian Federation, Japan, and China. Re-exports from Norway grew by 46.3% to 20,700 bags on increased shipments to the EU, notably Denmark, Sweden, and the United Kingdom. The Russian Federation’s re-exports rose by 45.7% to 1.59 million bags as both roasted and soluble shipments increased. The main destinations for the Russian Federations’ roasted re-exports were Belarus, the Ukraine, and Georgia and for soluble re-exports were Belarus, Kazakhstan, and Uzbekistan. Re-exports from Switzerland increased by 14% to 2.34 million bags with much of the growth from re-exports of roasted coffee to France, USA and Germany as well as newer markets like the Republic of Korea and Indonesia. Tunisia’s re-exports grew by 6.1% to 157 bags.

In coffee year 2019-20, re-exports of roasted coffee from the ICO importing members and the USA decreased by 0.1% to 22.54 million bags as increases in re-exports of soluble coffee offset declines in roasted coffee. The EU’s re-exports of roasted coffee decreased by 1.2% to 18.35 million bags, while those of the USA fell by 3.9% to 1.61 million bags. However, Switzerland’s re-exports of roasted coffee rose by 14.8% to 1.82 million bags. Re-exports of soluble coffee increased by 0.7% to 11.93 million bags. Soluble re-exports from the EU rose by 0.6% to 8.5 million bags, and those from the Russian Federation grew by 35.5% to 1.28 million bags. However, re-exports from the United Kingdom fell by 32.4% to 813,000 bags.

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“This acquisition fits perfectly within our international expansion strategy, the objective of strengthening key markets, as well as the pursuit of having an even closer relationship with end consumers. Indeed, this acquisition strengthens the Lavazza Group’s position in the OCS and vending segments, which offer considerable opportunities for growth and development,” said Antonio Baravalle, CEO of the Turin, Italy-based Lavazza Group in a statement issued by the company.

Speaking on the agreement, which was announced 1 October, Grant F Reid CEO/office of the president, Mars, Inc, based in McLean, Virginia, said, “Mars Drinks has been an important part of our business for many years, and while it’s always hard to say goodbye to great brands, valued associates and friends, we believe now is the right time for a change. We are confident this decision will better enable long-term success for the drinks business with Lavazza – a company that shares our values and has a dedicated focus on beverages – and will allow the business and its associates to continue to thrive.”

Through this deal, the Lavazza Group, in accordance with its strategy of consolidation at the international level, will acquire Mars’ coffee businesses in North America, Germany, the UK, France, Canada and Japan, including its related systems and its production facilities in the UK and United States. The acquisition includes the Flavia tabletop machines business and the Klix freestanding vending machine business, which boast a broad portfolio of coffee and other hot beverages commercialized under both proprietary brands (eg Alterra) as well as through licensed brands.

The Mars businesses involved in the acquisition generated a turnover of approximately USD $350 million in 2017 and has a workforce of approximately 900 people. The deal is expected to close by the end of 2018, subject to regulatory approvals and procedures being completed. In line with its previous acquisitions – Carte Noire and ESP in France, Merrild in Denmark, Kicking Horse Coffee in Canada, NIMS in Italy and Blue Pod Coffee in Australia – Lavazza intends to continue to enhance the acquired businesses, thereby strengthening its direct coverage of all segments of the coffee markets concerned, with a particular emphasis on away-from-home, according to an approach based on increasingly direct interaction with consumers.

“Consolidation and competition in the coffee space is intense with the likes of Coca-Cola muscling in the out-of-home coffee market with their recent acquisition of Costa Coffee,” says Alexandre Loeur, senior analyst at global market intelligence firm, Euromonitor International. “Acquiring Mars Drinks, which focuses on selling vending machines to offices, allows Lavazza to diversify from retail into the B2B office space where they already have a presence following the buyout of French joint venture Espresso Service Proximité (ESP).

Loeur adds that the non-retail sector “is particularly buoyant for coffee sales in developed markets, with much innovation appearing in this space, so this is a step in the right direction for Lavazza.”

Established in 1895 in Turin, the Italian roaster has been owned by the Lavazza family for four generations. Among the world’s largest coffee companies, the Lavazza Group currently operates in more than 90 countries through subsidiaries and distributors, with 63% of revenues coming from markets outside of Italy. Lavazza employs a total of about 3,000 people generating a turnover of more than €2.0 billion in 2017. With over 25 years of experience Lavazza was also a pioneer in the production and sale of portioned coffee systems and products, being the first Italian company to offer capsule espresso systems. Lavazza operates in all business segments: at home, away-from-home and office coffee service, always with a focus on innovation in consumption technologies and systems. For more information, visit www.lavazza.com.

Mars, Incorporated is a more than a century old family-owned business offering diverse products and for people and pets. With over USD $35 billion in sales, the company produces some of the world’s most recognized brands including: M&M’s, Snickers, Twix, Dove, Pedigree, Extra, Orbit, Skittles and Cocoavia. Headquartered in McLean, Virginia, Mars operates in more than 80 countries. For more information about Mars, visit www.mars.com.

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After buying French brand Carte Noire and Denmark’s Merrild, Turin-based Lavazza last year purchased Canadian organic coffee firm Kicking Horse, France’s ESP and Italian coffee pods and machines company Nims.

However, in March, chief executive Antonio Baravalle said that the group would focus more on organic growth in 2018, after posting 2 billion euros in revenue last year, a 6.3% increase.

According to Reuters, company officials could not be reached for immediate comment on the potential impact of the latest acquisition on revenue or the value of the deal. “The operation is part of the group’s internationalisation strategy and confirms the importance of Australia as a key market,” Lavazza said in a statement.

Founded in 2005, Blue Pod Coffee Company is a privately-owned company headquartered in Mulgrave, Victoria, Australia. Blue Pod Coffee is the sole distributor of Lavazza Blue, Lavazza Espresso Point and Lavazza Espresso Point Maxi coffee capsules in Australia, where Lavazza has operated for 30 years.

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NEPCon (Nature Economy and People Connected), based in Copenhagen, Denmark, is an international non-profit organisation that works to build capacity and commitment for mainstreaming sustainability. New York-based RA-Cert encompasses all certification, assurance and auditing programmes that the Rainforest Alliance currently manages across agriculture, forestry, and tourism. The combined organisation, which will operate under the name of NEPCon, will continue to offer services that both NEPCon and RA-Cert have been delivering in forestry, agriculture, responsible sourcing, biomass, carbon footprinting, and tourism.

“NEPCon and RA-Cert share similar values, including a commitment to credibility at the heart of our services. We already have closely aligned management structures, systems and working procedures, as well as long-standing trust across the two organisations. RA-Cert complements our existing capacities and geographical areas, and we are excited to have the RA-Cert team join NEPCon,” says Peter Feilberg, executive director of NEPCon.

The RA-Cert/NEPCon union will have over 200 staff and a wide network of consultants working worldwide, delivering services on six continents. “The current RA-Cert and NEPCon geographies and services are complementary to each other, and together will drive greater reach and impact,” says Feilberg.

The transition of RA-Cert was predicated on two significant changes undertaken by the Rainforest Alliance. In late 2017, the Rainforest Alliance took over the Sustainable Agriculture Network (SAN) Standard and certification programme, and separately, in January 2018, the Rainforest Alliance merged with UTZ, a leading agricultural certification body based in Amsterdam. These changes have positioned the new Rainforest Alliance as an agriculture certification scheme owner, and for this reason, the Rainforest Alliance sought to make its in-house certification body, RA-Cert, independent.

Various options were explored to enhance RA-Cert’s independence, and it was determined the most successful outcome would come through joining with NEPCon. This will enable RA-Cert to preserve continuity of services from its same expert staff, auditors, and partners established around the globe.

“In joining with NEPCon, we look forward to meeting new service needs, such as adding new programmes that allow audit bundling, and keeping an eye towards innovative solutions across our certification and assurance activities,” says Laura Terrall, director of RA-Cert. “RA-Cert is pleased to make this transition with NEPCon, which serves our shared mission to support sustainability on a local and global scale.”

NEPCon and Rainforest Alliance have been close collaborators since 1998, initially working together on FSC (Forest Stewardship Council) certification and expanding to other services, including agriculture certification. Based on this decades-long partnership, the NEPCon and RA-Cert approach to certification management has followed very similar guiding principles. This means clients can expect a seamless transition, with the familiarity of the service model they have come to know, and the high credibility they have come to trust.

“RA-Cert and NEPCon share a long and fruitful history of over 20 years, from NEPCon’s beginning,” says Richard Donovan, the Rainforest Alliance senior vice president and president of forestry. “As an organisation with a mission-oriented certification programme, NEPCon is an ideal choice and we are confident the union with NEPCon will deliver benefits for companies and stakeholders, as well as certification and assurance systems, through continued innovation around engagement of smallholders, services which constantly focus on sustainable communities and land use, and tackling deforestation.”

The union will create expanded reach and scale that will enable NEPCon to better drive impact and reach its mission. The organisation will be well-equipped to provide services to large international corporations with global supply chains in agricultural and forest products, as well as engage more with smallholders and community enterprises that are important drivers of impact on the ground.

“RA-Cert has played a key role in driving the Rainforest Alliance’s vision of a world where nature is protected and biodiversity flourishes; where farmers, workers, and communities prosper; and where responsible land use and business practices are the norm,” says Rainforest Alliance CEO, Han de Groot. “The acquisition of the RA-Cert program by NEPCon is the right solution to maintain the credibility and independence of the RA-Cert certification and auditing services. We look forward to continuing to collaborate with NEPCon in a variety of areas in the future.”

For more information, visit: www.nepcon.org, www.rainforest-alliance.org or https://www.rainforest-alliance.org/business/.

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Hoogly Tea announced that The Alexander House Hotel & Utopia Spa, a five-star boutique hotel and spa located on the borders of Sussex and Surrey in England, is partnering with Hoogly for a unique range of its Danish-inspired tea.

Brighton, UK-based Hoogly Tea has its origins in the mindful Danish “hygge” lifestyle, which is credited with making Denmark one of the happiest nations in the world. “Central to hygge-living is tea, with its ability to bring comfort and a sense of well-being,” says Tina Gloggengieser, Hoogly Tea founder and Danish tea enthusiast.

“As soon as I experienced the Hoogly Tea product, through our connection with Conde Nast Johansens, I knew it was perfect for our guests who come here to relax, unwind and rebalance,” says Tamas Jurca, manager at Alexander House.

The 18 blends of black, white and green teas as well as herbal infusions create a very unique collection. The teas are all hand blended and personally developed by Gloggengieser, and draw on the central themes of hygge: togetherness, food and celebration. These include Around the Fire Black Tea, a combination of smoky tea leaves, warming spices, safflower, and crushed chilli; Baked Apple Chai, a base of Mellow Sri Lankan tea with apple, ginger, cinnamon, and cloves; and Sparkling White, Chinese white tea with apple, lemongrass, elderflower, and rosehip among many others.

In August, Hoogly Tea announced a partnership with Condé Nast Johansens. Through this collaboration, Hoogly Tea is now available in Condé Nast Johansens’ luxury hotels, spas and venues throughout the UK and Ireland.

Hoogly teas are blended and packed in the UK, ethically sourced and fairly traded. The biodegradable tea pyramids are soil association certified.

For more information on Hoogly Teas, visit: www.hooglytea.com. For information on the Alexander House Hotel & Utopia Spa, visit: http://www.alexanderhotels.co.uk/alexander-house-luxury-hotel-sussex.

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The collaboration will introduce Hoogly Tea to Condé Nast Johansens’ luxury hotels, spas and venues throughout the UK and Ireland. Created by Danish tea enthusiast and Brighton resident, Tina Gloggengieser, Hoogly Tea has its origins in the mindful “hygge” lifestyle, credited with making Denmark one of the happiest nations in the world.

Condé Nast Johansens recommends luxury properties that are personally visited and approved by a member of its local expert team. Its portfolio of hospitality partners is carefully selected to ensure they adhere to the company’s premium criteria. The new Scandi-inspired Hoogly Tea joins other high-profile hospitality supply partners such as Taittinger, LSA International and Ten Acre.

Fiona Patrick, client services director of Condé Nast Johansens says, “This young, vivacious brand has hit the spot in terms of capturing the essence of hygge. Hoogly’s range of exciting teas will appeal to the hotelier wishing to encourage guests to relax and unwind. We look forward to introducing Hoogly to our portfolio of properties.”

“Central to hygge living is tea, with its ability to bring comfort and a sense of well-being. We are thrilled to welcome Condé Nast Johansens to the Hoogly team,” says Gloggengieser.

The 17 blends of black, white and green teas, as well as herbal infusions, create a very unique collection. The teas are all hand blended and personally developed by Gloggengieser, and draw on the central themes of hygge: togetherness, food, and celebration. These include Around the Fire Black Tea, a combination of smoky tea leaves, warming spices, safflower, and crushed chilli; Baked Apple Chai, a base of mellow Sri Lankan tea with apple, ginger, cinnamon, and cloves; and Sparkling White, Chinese white tea with apple, lemongrass, elderflower, and rosehip among many others.

Hoogly teas are blended and packed in the UK, ethically sourced and fairly traded. The biodegradable tea pyramids are soil association certified. Hoogly Teas are made from carefully selected ingredients and hand blended in the UK.

For more information, visit: www.hooglytea.com or www.condenastjohansen.com.

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The UK-based Hoogly Tea brand was created with its roots in the mindful Danish concept of hygge. “Hygge can be loosely translated as a year-round feeling of warmth, well-being and cosiness. Central to hygge living is tea, with its ability to bring comfort and a sense of well-being,” says Tina Gloggengeiser, a Danish tea enthusiast who founded the company.

Denmark is consistently rated as one of the happiest countries in the world, and their love of hygge is frequently cited as one of the reasons for this. The Happiness Research Institute ran a survey among Danes to find out what they most associate hygge with, and hot drinks took first place.

Hoogly Tea offers a range of natural and ethically sourced green, white and black teas, herbal infusions and oolong, with unique blends and unusual flavours. The blends are all developed by Gloggengieser, and draw on the central themes of hygge: togetherness, food and celebration. These include Around the Fire Black Tea, a combination of smoky tea leaves, warming spices, safflower and crushed chili; Baked Apple Chai, a base of mellow Sri Lankan tea with apple, ginger, cinnamon and cloves; and Sparkling White, a Chinese white tea with apple, lemongrass, elderflower and rosehip.

Hoogly teas are blended and packed in the UK, ethically sourced and fairly traded. The biodegradable tea pyramids are soil association certified. Loose-leaf has an MSRP of £5.50 for 50g. Retail packs of 15-each have an MSRP between £4.25 and £5.25. Mixed mini packs have an MSRP of £5.99.

For more information or to purchase Hoogly Tea, visit www.hooglytea.com.

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By Maja Wallengren

When a boy in Greenland catches his first seal, it’s tradition for the family to throw a lavish coffee celebration with multiple offerings of Danish pastry, bakery and desserts. From the more exotic celebrations for a seal and reindeer hunt, to family events like birthdays, the coffee celebration known as kaffemik serves as the key ritual in every aspect of life in this remote part of the Arctic region.

“We just love coffee and for so many generations it’s been an essential part of our culture so we really can’t imagine doing anything without coffee,” Malene Egede, local district chief in the tiny fjord (a narrow inlet coastal stretch of tiny fishing villages with houses scattered out over a wide area) of Igaliku in southern Greenland, told Tea & Coffee Trade Journal during a recent kaffemik in this remote outpost.

From café culture and souvenir shops to a popular children’s book about the 12-year-old Inuit boy Tobias preparing for his first seal hunting expedition, coffee is at the centre of local life in Greenland. And wherever visitors come they can expect a good cup of strong and perfectly brewed drip coffee.

“Greenlanders are particularly keen coffee-drinkers,” said Chris Coubrough, a New Zealand-born chef whose chance encounter with Greenland led to the four-part food show Taste of Greenland on UK television, in which he recommends tourists to seek out the opportunity to experience a kaffemik.

“There is always an excuse for a kaffemik, but in particular children’s birthdays, confirmations, weddings and other special occasions are celebrated, such as when a child has caught his first seal or reindeer, and in these cases, the kaffemik will be a particularly memorable occasion,” Coubrough said in a blog post.

Seal-hunting traditions in the Arctic region from Canada to Russia can be traced back over 4000 years and in Greenland, the native Inuit people traditionally have relied on seals for most of their daily livelihood. From the pelts and bones to oil and food, every part of the marine mammal is used and seal meat is of major importance to the daily diet thanks to the high nutritional value of protein, iron and vitamins A and B.

With seal hunting to this day still a vital part of the daily subsistence of the Inuit, it’s easy to see how that ritual bas been adopted into the culture of the kaffemik, a name based on a mix of the Danish word for coffee and the Greenlandic word for social gathering.

It is not known exactly how early coffee arrived in Greenland – which has been under Danish rule since 1380 and to this date remains an overseas territory of Denmark – but since the beginnings of Arctic expeditions in the early 18th century coffee is mentioned as a staple used by Inuit seal hunters.

When Norwegian explorer Fridtjof Nansen went to Greenland on his first mission there in early 1882, coffee was already a well-established part of the local culture and drinking coffee was an essential part of the preparations for Inuit hunting trips.

“In the days of old they took merely a drink of water at this time, but they now take one or, if possible, two, cups of coffee,” Nansen wrote in his account, The First Crossing of Greenland where he recounts what was to become the world’s first successful crossing of Greenland inland ice in 1888. Crossing the polar icecap on skis, Nansen describes with marked impression that Inuit hunters, “will go the whole day” on the one or two cups of coffee, even if they don’t succeed in catching any seal or other food.

Ken Taylor, a Scottish academic and kayak-enthusiast turned modern explorer, includes multiple coffee memories in his book, Kayak Hunting in Illorsuit, about his time in the isolated fishing town of Illorsuit in West Greenland in 1959.

Once “the formalities were over, it was time to party. First there was a kaffemik and everyone in the village showed up, in relays, to enjoy the coffee and treats. It was a lot of hospitality and it was all kinds of fun,” wrote Taylor.

Experiencing Greenlandic Kaffemik

It’s mid-August in southern Igaliku when T&CTJ visits and across the tiny settlement with 55 permanent residents, people are getting ready for the kaffemik as the new school year starts. Over the years, Malene Egede has held multiple jobs from district leader to mayor, school principal and owner of the fjord’s only shop. This year she is particularly busy with the new school year as the population is set to double.

“We are all excited because two new children will start primary school together. It’s so rare to get two children starting together and that will increase the number of students at the local school to four so the Kaffemik this year is going to be special,” said Egede.

Everything here comes in small measures and transport is mostly on foot or by boat as Greenland in general has no road infrastructure, except for a few gravel roads in some of the larger populated centres.

“The weather is often cold and wet and we walk a lot so we always have an appetite for coffee,” she laughs. Most of these tiny hamlets stretched out across the fjords in southern Greenland will have one local shop or supermarket. Apart from a wide selection of basic daily groceries, visitors can buy anything from seal skins and motorbikes to baby accessories, assorted clothing, and construction tools, in addition to – of course – a good selection of premium roast and ground coffee brands. Fresh produce such as milk and yogurt, which is brought in by air freight from mainland Denmark over 3,500 kilometres away, is among the priciest found anywhere in the world, with a litre of milk costing about USD $8. Many of the coffee brands sold in Greenland claim to be specially adapted to the soft water in Greenland, which is one of the purest water sources in the world as it comes directly from the ice cap where it has been frozen and preserved in perfect purity for more than 100,000 years, according to geology findings.

Travelling further north to the capital of Nuuk, which in Kiwi chef Coubrough’s words is a city “fuelled on fresh air, strong coffee and diverse personalities,” exploring food and coffee culture is a never-ending adventure. From the exotic cuisine to the long list of unique tourist attractions in a modern yet rural setting, Greenland’s capital may qualify as the ultimate city of urban Arctic living.

Souvenirs here are as diverse as the culture and its people, varying from coffee pot warmers made of seal skin to cups and mugs in all kind of shapes and colours that often integrate some of Greenland’s unusual mix of rocks, quartz-gold or precious stones and crystals. Excursions for whale sighting and the northern lights rank among the top tourist activities, and so does the opportunity to take part in a kaffemik, which is recent years has become a top tourist attraction.

“As a guest on a kaffemik tour you will get an authentic look at Greenlandic life. You will visit a local’s home, and gain insight to what it’s like to live life as a Greenlander,” said Norwegian Arctic cruise providers Hurtigruten in Tromsoe, Norway. “The host impresses with a huge selection of homemade cakes and sweets, which finishes a meal of reindeer, seal, whale, muskox meat, fish soup, and other specialties. And you will always find a fresh pot of coffee.”

Iceland Imports Only Arabica

Good coffee follows travellers across the extreme North Atlantic, from kaffemik in Greenland to Viking history in Iceland where as early as 1760, coffee was reported a common product on the tiny volcanic island with most households counting a roaster and grinder for personal use, according to a blog post at Nordiccoffeeculture.com.

“The original purpose of coffee in Icelandic homes was treating visitors – especially the clergy – with due hospitality. Gradually people started drinking coffee on Sundays and other holidays until it, by the mid-19th century, had become a daily habit,” it said.

What the population of 330,000 in Iceland lacks in overall coffee drinking volume, it makes up for in per capita consumption. The Icelandic people rank together with Finns and Scandinavians as the world’s highest per capita consumers, gulping down between 9 and 10 kilograms worth of green coffee per person per year, according to the London-based International Coffee Organization, adding that Iceland’s green coffee imports rose 25 percent to 6.614 million pounds in 2015 from 5.291 million pounds in 2001. Quality is key, said Iceland’s Sonja Bjoerk Grant, an international judge and trainer who has been involved with the World Barista Championship since 2000, at which time she was working with local the coffee shop Kaffitaar in the Icelandic capital of Reykjavik.

“Overall, we drink good quality coffee. In Iceland, only Arabica beans are imported and in every gas station you can have a cup of great specialty coffee, roasted by the specialty roasteries in Iceland – this is what our culture is all about,” Grant told Swedish coffee blogger Pawel Murawski in an interview in 2015.

Such is the popularity of coffee in Iceland that local coffee lovers will have coffee before cocktails at dinner “just to get in the mood” for the dinner and rest of the evening, marvelled US writer Adam Gopnik in a piece in The New Yorker in 2015.

From ancient Viking history and active volcanoes to ice glaciers, geysers and hot springs, attractions and natural wonders in Iceland’s lava-covered landscape have aided Iceland’s quick surge to the top of the international tourist chart in recent years. But as coffee culture continues to explode worldwide, the growing number of coffee lovers found among the tourist arrivals in Iceland are equally happy to find good coffee so easily available across the Arctic island. And locals are only too happy to share where they get their favourite coffee whenever the craving for a shot of caffeine comes along.

“I get coffee at least three times a day, sometimes more,” said street musician Joe Dubius who T&CTJ met on the bustling main street of down town Reykjavik. “The best coffee to me is at Kaffitaar, this is why I always play at this corner here, right across from the café.” To coffee lovers, the best thing about Iceland may just be the coffee – and that is no small compliment.

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