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Welcome to the Green Room! This is your all-access pass to the inner workings of the coffee supply chain. The climate is shifting and global logistics are more complex than ever and coffee has never been more delicious. That’s why we’ve partnered with the best importers in the business to showcase their latest offerings, educational courses, intelligence reports, and more!

Whether you’re a roaster looking for green coffee or a casual coffee drinker wanting the latest intel, you’ll find the unfiltered data you need in the Green Room to stay ahead of the roast curve.

BERJAYA

Atlas Coffee

Q Arabica Grader Course, July 20-25, 2026

Education

The SCA’s Evolved Q Grader Program offers a modern, practical way to understand and evaluate coffee quality. Built around the Coffee Value Assessment (CVA), the new Q moves beyond a single score to consider what a coffee tastes like, how it is experienced and how context shapes its value. The result is a clearer, more useful framework for evaluating coffee in today’s market. This six-day course combines rigorous sensory training with a supportive, hands-on learning environment. Students cup extensively, build confidence in their sensory skills and develop a shared language for discussing coffee clearly and accurately. Whether you work in coffee or simply want to deepen your understanding of what’s in the cup, the new Q offers tools that are immediately useful and widely recognized.

Learn more about educational courses at Atlas Coffee here.

BERJAYA

Covoya Coffee

Just Landed: Guatemala

Fresh

Guatemala began growing coffee commercially in 1850, relatively late compared to some of it’s Central American neighbors. Coffee farming practices are similar to other countries in the region, but Guatemala has an abundance of water, volcanic soil, and very distinct micro-climates compared to its neighbors. Although late to coffee, Guatemala recognized and responded to the needs of the emerging specialty coffee sector earlier than most coffee producing regions.

Check out all the Guatemala offerings now available from Covoya.

BERJAYA

Cafe Imports

Cafe Imports Europe At WOC Brussels

WOC

The Cafe Imports Europe team is heading to World of Coffee Brussels from 25 to 27 June. Find us at booth #11367 for cuppings, catch-ups, and a couple (Almost) After Hours events. We’ll be cupping through some of the coffees we’re most excited about from this year’s harvests each day. Join us for everything from fresh crop Ethiopia and Kenya to Colombia and Costa Rica. In addition to cuppings, we’ll be joined at our booth by talented roasters and brewers sharing some of their favorite coffees. You know we love to host a party, and one just wasn’t enough this year. Stop by our booth as the show winds down both Thursday and Friday for sips, snacks, and even better company. We can’t wait to see you in Brussels!

Read more about Cafe Imports Europe at WOC here!

BERJAYA

Swiss Water

Verdant Reserves: Guatemala Finca Danilandia

Fresh

Grown in the crater of Volcan Tecuamburro, Finca Danilandia operates under the stewardship of producer Luis Arimany, who grew up helping his grandfather farm coffee in nearby Esquintla. Luis’ childhood experience sparked his passion for cultivation, and when the opportunity came to him to purchase Finca Danilandia, he leapt at the chance.The farm, which under the consultation of engineer Eduardo Sampaio, has joined the growing regenerative agriculture movement, thrives in the crater’s environment of shady planting within rich volcanic soil.

Read more about the Verdant Reserves: Guatemala Finca Danilandia here.

BERJAYA

Royal Coffee

What Does ‘Direct Trade’ Actually Mean?

Intelligence

Grown in the crater of Volcan Tecuamburro, What Does ‘Direct Trade’ Actually Mean? A Specialty Coffee Reality Check Direct Trade is often a term used in the coffee industry but with little to no regulations for roasters using this name – what could it mean exactly? The term implies that a roaster has directly communicated and negotiated with producers to determine the price of the coffee being purchased. It also implies that there is no middleman involved – no importer.

What’s the deal with Direct Trade?

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