Coffee News Recap, 4 Jul: C price drops below US $3/lb, four new World Coffee Champions crowned in Geneva & other stories

Every Friday, Perfect Daily Grind rounds up the top coffee industry news from the week. 

Editor’s note

For the first time since December 2024, the C price has fallen below US $3/lb.

The market drop follows reports of improved harvests in Brazil, as well as news that the risk of frost has faded in some of the country’s key growing regions.

Accelerated selling in an effort to capitalise on high prices has also helped drive the C market down. However, with Brazilian producers predicted to have sold up to 90% of their 2024 harvest, the market’s direction hinges on whether the remaining crops are as plentiful as expected.

illycafé CEO Cristina Socchia recently told Bloomberg that prices will continue to fall before levelling out between US $2 to $2.50/lb over the next 15 months.

But the reality is that price volatility is far from over. Commodity markets rely heavily on favourable weather conditions. The climate crisis continues to threaten the economic viability of millions of producers and the future of the industry as we know it.

Brazil and Indonesia were two of several countries that reported their hottest year on record in 2024. Prolonged droughts and erratic rainfall also continue to plague major producing countries.

The “new era” of a US $4/lb C price is quickly fading, but the dramatic spikes and drops in the market highlight the urgent need for structural reforms that ensure fair compensation and sustainable practices.

Top stories of the week

• Mon, 30 Jun – Four new World Coffee Champions announced at WoC Geneva. Georgius Audrey Teja from Indonesia is the 2025 World Coffee in Good Spirits Champion, Chen Zhuohao of China clinched the World Latte Art Championship, Thailand’s Chatchalerm (aka BOSS) took the World Cup Tasters crown, and France’s Charles Boyenval secured the Cezve/Ibrik Championship. (Geneva, Switzerland)

• Mon, 30 Jun – Luckin Coffee opens first US outlets in New York City. The Chinese chain opened two stores in Greenwich Village and Chelsea, offering mobile app ordering and competitive pricing. This debut follows the brand’s resurgence after its delisting from the Nasdaq and signals planned expansion in the US. (New York City, New York, US)

• Thu, 3 Jul – Trump says he has struck a trade deal with Vietnam. According to Trump’s announcement on Truth Social, the deal will give the US tariff-free access to Vietnam’s markets. Vietnamese exports, including robusta coffee, will face a 20% tariff entering the US. (Washington, DC, US)

• Thu, 3 Jul – ICO says global coffee supply could improve in the next three years. At an event in Brazil, Executive Director Vanusia Nogueira said that as new plantations, spurred by record-high prices, start producing, global output could improve over the next three years; however, the outlook depends on whether market conditions remain favourable enough for producers. (London, UK)

• Fri, 4 Jul – India’s Third Wave Coffee opens 11 cafés in one day. The chain launched outlets across Delhi, Hyderabad, Chennai, Mumbai, and Mysuru, expanding its network to 165 cafés in 12 cities and marking its entry into transit‑focused hubs after surpassing 150 stores. (New Delhi, India)

Industry news

• Mon, 30 Jun – Starbucks streamlines add-on pricing with flat fees. Syrups and sauce now cost US 80 cents per pump for unflavoured drinks, matcha powder is US $1 per scoop, and dried fruit is US 50 cents per scoop, with no charge for additions to pre-flavoured beverages. Changes aim to simplify orders and boost barista efficiency. (Seattle, Washington, US)

• Mon, 30 Jun – Mad Coffee enters premium instant segment. The single-serve pods contain LyoExtract crystals for three-second hot or cold drinks. The pods are compostable in commercial facilities, and the beans are sourced from cooperatives in Colombia, Ethiopia, and Yunnan. (Toronto, Canada)

• Mon, 30 Jun – Seattle cold brew brand fights Nestlé trademark petition. Seattle Strong has opposed Nestlé’s April petition at the USPTO to cancel its trademark, arguing that the only overlap is the shared word “Seattle.” The group has launched a GoFundMe to cover legal costs, citing potential consumer confusion with Seattle’s Best Coffee. (Seattle, Washington, US)

• Tue, 1 Jul – Germany’s Kamps appoints new CEO. Katharina Keil, Kamps’ COO since March and a company veteran since 2011, succeeds Friederike Stöver. Keil will lead the modernisation of the 360-store estate, including digital ordering, a loyalty app, expanded vegetarian and vegan ranges, and the rollout of Kamps my Deli. (Düsseldorf, Germany)

• Tue, 1 Jul – Taco Bell to open 30 Live Más Café sites by fall 2025. The chain will convert 30 Southern California, Dallas, and Houston locations into beverage-focused cafés, serving over 30 drinks, including churro chillers and Refrescos, by trained “Bellristas,” supporting a US $5 billion beverage sales goal. (Irvine, California, US)

• Wed, 2 Jul – Flash Coffee names new CEO. Matthew Bardon, former COO of McDonald’s Indonesia, joins to lead operational improvements and long-term growth, focusing on quality, technology, and customer experience in Southeast Asia’s largest coffee market. (Jakarta, Indonesia)

• Wed, 2 Jul – Starbucks refines hiring process to target top baristas. The coffee giant has introduced a multi-stage recruitment pilot in select US cafés, featuring AI-assisted video interviews, blind taste tests, and extended trial shifts to assess peak-hour performance, with the aim of boosting service quality and staff retention. (Seattle, Washington, US)

• Wed, 2 Jul – Typhoon Roasters transitions full product line to electric. The Prague manufacturer converted its entire roaster range to fully electric convection-driven machines, removing gas systems and afterburners to improve safety, precision, and compatibility with renewable energy sources. (Prague, Czech Republic)

• Thu, 3 Jul – Green coffee trader wins US $31 million green coffee dispute judgement. Judge Jacqueline Becerra of the US District Court for the Southern District of Florida ordered H&H Coffee Investments to pay the equivalent of nearly 148,000 60kg bags of Nicaraguan green coffee to NKG USA after CLR Roasters failed to deliver the shipments. (Miami, Florida, US)

• Thu, 3 Jul – SCA opens nominations for 2026–28 board. The Specialty Coffee Association is now accepting nominations for its 2026–28 Board of Directors. Nominees will be interviewed by the Nominating Committee, and the candidate slate will be announced on 28 August. (Irvine, California, US)

• Fri, 4 Jul – New tariff codes for arabica and robusta imports take effect. The US will require separate HTS reporting for arabica and robusta coffee imports under new tariff codes, with mandatory compliance. The National Coffee Association’s 27 June member alert offers guidance on blend classification. (Washington, DC, US)

• Fri, 4 Jul – Gail’s Bakery names new Marketing Director. Former Sweaty Betty VP of Marketing Ruth Mann will lead brand awareness, customer engagement, and marketing campaigns across Gail’s 160 UK bakery‑cafés in her first hospitality role. (London, UK)

• Fri, 4 Jul – Roastery equipment maker SOVDA names new CEO. Brice Sturmer, formerly VP of sales and service at SOVDA and founder of Velodrome Coffee Company, has been appointed CEO to drive the company’s global expansion plans and enhance equipment and service offerings, drawing on his 12 years of experience in specialty coffee. (Portland, Oregon, US)

• Fri, 4 Jul – US President Trump says he might raise tariffs to 70% on some countries. Trump told reporters that he would notify 10 to 12 countries a day over the next five days, detailing their new tariffs in letters. Trump said the new tariffs will range from 60% or 70% to 10% and 20% levies, which will come into effect on 1 August. (Washington DC, US)

• Fri, 4 Jul – Thermoplan publishes 2024 sustainability report. The company’s new building, inaugurated in June 2024, was awarded LEED Platinum certification for its sustainable construction and innovative energy solutions. Thermoplan also aims to achieve net zero emissions along its supply chains by 2050. (Weggis, Switzerland)

Businesses for sale

• Mon, 30 Jun – Fore Coffee revenue surged ahead of IPO. The Indonesian coffee chain posted a net profit of US $3.6 million (IDR 58.2b) for the financial year 2024, and has more than doubled its revenue, bringing in US $64 million (IDR 1.04t), a 115% increase from the previous year. (Jakarta, Indonesia)

• Tue, 1 Jul – Couche-Tard to acquire 270 GetGo Café + Market stores. Alimentation Couche-Tard agreed to buy GetGo Café + Market from Giant Eagle, adding roughly 270 convenience and fuel locations across Pennsylvania, Ohio, West Virginia, Maryland, and Indiana. The companies will partner on the myPerks loyalty programme. The closing is expected in late 2025. (Laval, Canada)

• Tue, 1 Jul – Probat consolidates company acquisitions under its brand. Probat has integrated AC Horn Manufacturing and Royal Duyvis Wiener under the Probat name, unifying its coffee, cocoa, chocolate, and snack processing brands to leverage technology transfer and synergies. (Emmerich, Germany)

New launch

• Tue, 1 Jul – Mahlkönig launches X64 single-dose home grinder. The compact X64 features 64mm flat burrs, a 1,950 RPM speed, a stepless numbered adjustment dial, a near-zero retention 34g single-dose chamber, and an optional 105g hopper. (Hamburg, Germany)

• Thu, 3 Jul – Cosrx and Alfred Coffee launch skincare-coffee crossover. The limited-edition collaboration features Cosrx’s Advanced Snail 96 Mucin Power Essence and Advanced Snail 92 All-in-One Cream, alongside Alfred Coffee’s brewed offerings, blending skincare and coffee culture. The collaboration is available throughout July. (Los Angeles, California, US)

Milestone

• Tue, 1 Jul – Sancoffee celebrates 25th anniversary with the release of its 2024 Impact Report. Sancoffee exported 65,766 bags of green coffee to over 30 countries last year. The recent report also outlines the exporter’s carbon-negative production, a 25% reduction in operational emissions since 2019, and the planting of nearly 50,000 native trees, as well as US $341,506 paid in smallholder premiums. (Santo Antônio do Amparo, Brazil)

Trade & production

• Mon, 30 Jun – Brazil arabica harvest advances despite cherry losses. Harvest reached just over 24% in key regions, but high rates of fallen cherries risk germination and a decline in quality. Light frost in the São Paulo, Minas Gerais, and Paraná areas may compound the damage. (São Paulo, Brazil)

• Wed, 2 Jul – Youth succession speeds up in Brazil’s Cerrado Mineiro. Expocacer’s planned generational transitions are accelerating, as only 41% of farms reach a second generation. Emerging leaders are adopting smart irrigation, data analytics, and sustainability practices with support from training programmes. (Santo Antonio do Amparo, Brazil)

• Thu, 3 Jul – Colombia declares coffee national beverage. Colombian congress enacted Law 2081, which recognises coffee as the national beverage, citing average consumption of over three cups per capita daily and its role in national identity. The law mandates the promotion of coffee heritage, support for growers, and the development of national coffee tourism. (Bogotá, Colombia)

• Thu, 3 Jul – Volcafe to build new processing mill in Minas Gerais. The coffee processing plant in Três Corações aims to enhance quality, improve traceability, and increase efficiency. This initiative also seeks to pursue EDGE green building certification and create over 100 local jobs for growers. (Três Corações, Brazil)

• Fri, 4 Jul – Record coffee prices drive cargo thefts in Brazil. With arabica trading above R $2,000 per sack, cargo thefts have surged; 40% of Q1 incidents targeted food and drinks across ten states—pushing exporters to boost security spending and insurers to hike premiums. (São Paulo, Brazil)

• Fri, 4 Jul – Cepea reports June coffee price drops exceed 20%. CEPEA/ESALQ arabica type 6 delivered to São Paulo fell 21.47% to BRL 1,834.36 per 60kg bag, and robusta type 6 screen 13, Espírito Santo dropped 20.75% to BRL 1,105.07 per bag, reflecting harvest progress and market adjustment. (Piracicaba, Brazil)

Research

• Mon, 30 Jun – Coffee shown to activate cellular longevity switch. A new study finds that caffeine activates an ancient molecular switch inside cells, enhancing autophagy and stress resilience to support healthier ageing and potentially extend lifespan. (London, UK)

Events & competitions

• Mon, 30 Jun – Hawaii Coffee Association Conference returns to Kona. The 30th annual conference, trade show, and 16th statewide cupping competition will take place from 17 to 19 July at the Outrigger Kona Resort & Spa at Keauhou Bay, featuring industry sessions, trade exhibits, daily coffee breaks spotlighting Hawaiian coffees, and an evening gala dinner. (Kailua-Kona, Hawaii, US)

• Mon, 30 Jun – Malaysia Café Expo will feature 150 exhibitors. The Malaysia International Food & Beverage Trade Fair will take place from 30 July 30 to 1 August at the Kuala Lumpur Convention Centre. The Malaysia Café Expo will include the 2025 Malaysian Coffee Championships, trade displays, and strategic conferences in conjunction with MyFoodTech. (Kuala Lumpur, Malaysia)

Here are a few coffee news stories from previous weeks that you might find interesting. Take a look:

• Mon, 23 Jun – Tchibo calls for EUDR implementation. The German roaster urged no further amendments to the EU deforestation regulation, citing the need for legal certainty and predictability. Tchibo appealed to Germany’s Federal Ministry of Agriculture on 11 June, stating that priorities should shift to economic relief, fast approvals, and digitalisation. (Hamburg, Germany)

Photo credits: Specialty Coffee Association, Fore Coffee

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