--- title: "Signals of change: reflections from this year’s EXPO" description: Discover the evolving trends in the specialty coffee industry, from value perception to pricing models and innovative processes, as explored by the CEO of Sancoffee at this year's Specialty Coffee Expo. image: https://39763634.fs1.hubspotusercontent-na1.net/hubfs/39763634/WhatsApp%20Image%202025-04-28%20at%2010.15.16.jpeg --- [Skip to content](https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo#main-content) [![sancoffee\_logo\_color](https://39763634.fs1.hubspotusercontent-na1.net/hubfs/39763634/Logo/sancoffee_logo_color.svg)](https://sancoffee.com/) - [Why Sancoffee](https://sancoffee.com/why-sancoffee) Show submenu for Why Sancoffee - [Core principles](https://sancoffee.com/why-sancoffee) - [Being B Corp](https://sancoffee.com/b-corp) - [About us](https://sancoffee.com/about) - [Coffees](https://sancoffee.com/coffees) - [Impact Programs](https://sancoffee.com/impact-projects) - Resources Show submenu for Resources - [Blog](https://sancoffee.com/blog) - [Impact Report 2025](https://sancoffee.com/impact-report-2025) - [Carbon footprint](https://sancoffee.com/carbon-neutral-value-chain) - [Nascentes (women in coffee)](https://sancoffee.com/nascentes) - [EUDR](https://sancoffee.com/eudr) - [Best SanCup '26](https://sancoffee.com/best-sancup-2026) Open main navigation Close main navigation - [Why Sancoffee](https://sancoffee.com/why-sancoffee) Show submenu for Why Sancoffee - [Core principles](https://sancoffee.com/why-sancoffee) - [Being B Corp](https://sancoffee.com/b-corp) - [About us](https://sancoffee.com/about) - [Coffees](https://sancoffee.com/coffees) - [Impact Programs](https://sancoffee.com/impact-projects) - Resources Show submenu for Resources - [Blog](https://sancoffee.com/blog) - [Impact Report 2025](https://sancoffee.com/impact-report-2025) - [Carbon footprint](https://sancoffee.com/carbon-neutral-value-chain) - [Nascentes (women in coffee)](https://sancoffee.com/nascentes) - [EUDR](https://sancoffee.com/eudr) - [Best SanCup '26](https://sancoffee.com/best-sancup-2026) - [Order sample](https://sancoffee.com/sample) [Order sample](https://sancoffee.com/sample) [All posts](https://sancoffee.com/blog/all) May 15, 2025 # Signals of change: reflections from this year’s EXPO ![Picture of Fabricio](https://39763634.fs1.hubspotusercontent-na1.net/hub/39763634/hubfs/photo_2024-11-22%2010-04-39.jpeg?width=50&name=photo_2024-11-22%2010-04-39.jpeg) By  Fabricio  ·  2 minute read ![WhatsApp Image 2025-04-28 at 10.15.16](https://39763634.fs1.hubspotusercontent-na1.net/hub/39763634/hubfs/WhatsApp%20Image%202025-04-28%20at%2010.15.16.jpeg?width=4160&height=2340&name=WhatsApp%20Image%202025-04-28%20at%2010.15.16.jpeg) Every year, the Specialty Coffee Expo offers us more than just new products and technology. It is a glimpse into the mood of the specialty coffee industry: what’s emerging, what’s shifting, and what we’ll likely be talking about for months to come. This time, three topics stood out to me, not necessarily as “trends,” but as signals of deeper shifts in how we relate to coffee, quality, and value.  **1. A shift in how value is perceived** I noticed a subtle but important change in how roasters are evaluating coffees, especially in relation to consistency and cup quality. In times of abundance, price comparisons tend to focus on extrinsic attributes: certifications, origin stories, relationships. But as access to high-quality coffees becomes more limited, the focus seems to be shifting back to intrinsic quality.  For many specialty roasters, particularly those working with lighter roast profiles, blending strategies that used to work are no longer sufficient. When quality components are scarce, the gaps in consistency become more visible. In that context, relationship coffees, often sourced with more traceability and investment at origin, are being reassessed not only for their narrative value, but for their reliability and performance in the cup.  This is an encouraging sign for value-driven supply chains. It shows that long-term relationships and a shared commitment to quality can deliver results even in uncertain times.  **2. Pricing conversations are evolving** Another significant shift we observed was a greater willingness among roasters to adjust their pricing models to reflect rising costs across the supply chain. What was once considered risky - passing on green price increases to clients and consumers - is becoming more normalized, often with more positive outcomes than expected.  Several roasters shared that they’ve seen growing consumer awareness around cost and sustainability, which has made these conversations easier. The understanding that higher prices are not simply a result of short-term volatility, but rather linked to structural factors, such as climate impacts and production challenges, is becoming more widespread.  This development is not without its challenges, but it does open space for more transparent, long-term conversations around value.  **3. Co-fermentation: innovation must walk hand-in-hand with responsibility** Lastly, one topic that received considerable attention this year was co-fermented coffees - a process where ingredients are added during fermentation to influence the coffee’s final profile. While this is not entirely new, there seems to be a growing openness from some roasters to explore these coffees, often positioning them as special or seasonal releases.  That said, the discussions that resonated most with me were not about the flavor outcomes, but about how we communicate process and ensure safety. Regardless of how innovative a method may be, it’s essential that any alterations to the coffee’s production are clearly disclosed to buyers and consumers.  Equally important is the question of food safety. As an industry, we’ve worked hard to build trust around traceability and quality. We should continue holding ourselves to those same standards, even (and especially) when experimenting. At Sancoffee, we believe in open dialogue and innovation, but always grounded in transparency and responsibility.  **Conclusions**  The conversations we had at Expo reflect a maturing industry. Innovation is happening, but it brings new responsibilities. Pricing models are shifting because they have to. And quality is being reassessed - not in theory, but in practice, on the cupping table.  For us at Sancoffee, these shifts reinforce the importance of investing in long-term relationships, building traceable supply chains, and maintaining high standards across the board - from farm to warehouse, and all the way to the roaster.  If you're interested in how we’re navigating these changes at origin, our latest Impact Report offers a detailed look into what we're doing to improve quality, sustainability, and transparency across our network. We invite you to read it and to continue this conversation with us.    ### Download your copy of the Sancoffee Impact Report 2024 ![Impact-report](https://39763634.fs1.hubspotusercontent-na1.net/hub/39763634/hubfs/Impact-report.png?width=1600&height=900&name=Impact-report.png) [Get your copy](https://sancoffee.com/impact-report-2024)   Share [facebook-f icon](http://www.facebook.com/share.php?u=https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo) [twitter icon](https://twitter.com/intent/tweet?url=https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo) [envelope icon](mailto:?body=https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo) [![sancoffee\_logo\_white](https://39763634.fs1.hubspotusercontent-na1.net/hubfs/39763634/Logo/sancoffee_logo_white.svg "sancoffee_logo_white")](https://sancoffee.com/) Contact us Fabricio Andrade CEO fabricio@sancoffee.com +55 35 9 9935 3958 [facebook-f icon](https://www.facebook.com/sancoffee.br) [linkedin-in icon](https://www.linkedin.com/company/66807695/admin/feed/posts/) [instagram icon](https://www.instagram.com/sancoffee.br/) [Follow us on Facebook](https://www.youtube.com/@sancoffee6614)   [Home](https://sancoffee.com) [Coffees](https://sancoffee.com/coffees) [About](https://sancoffee.com/about) [Why Sancoffee](https://sancoffee.com/why-sancoffee) [Order a sample](https://sancoffee.com/sample)     Member of ![Updates (10)](https://39763634.fs1.hubspotusercontent-na1.net/hub/39763634/hubfs/Updates%20(10).png?width=234&height=234&name=Updates%20(10).png)   Certified by  [![B-Corp-Logo-White-RGB](https://39763634.fs1.hubspotusercontent-na1.net/hub/39763634/hubfs/B-Corp-Logo-White-RGB.png?width=64&height=108&name=B-Corp-Logo-White-RGB.png)](http://www.bcorp.com)   Copyright © 2026, Sancoffee ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Fabricio", "url" : "https://sancoffee.com/blog/author/fabricio" }, "dateModified" : "2025-05-15T13:51:34.163Z", "datePublished" : "2025-05-15T13:51:08.000Z", "headline" : "Signals of change: reflections from this year’s EXPO", "image" : [ "https://39763634.fs1.hubspotusercontent-na1.net/hubfs/39763634/WhatsApp%20Image%202025-04-28%20at%2010.15.16.jpeg" ], "mainEntityOfPage" : { "@id" : "https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://39763634.fs1.hubspotusercontent-na1.net/hubfs/39763634/C%C3%B3pia%20de%20Logo_Sancoffee_Green%20Field%20and%20Mediun%20Roast-1.png" }, "name" : "Vertex Desenvolvimento de Mercado" } } ``` ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "Fabricio" ] }, "datePublished" : "2025-05-15T13:51:08+0000", "description" : "Discover the evolving trends in the specialty coffee industry, from value perception to pricing models and innovative processes, as explored by the CEO of Sancoffee at this year's Specialty Coffee Expo.", "headline" : "Signals of change: reflections from this year’s EXPO", "image" : "https://39763634.fs1.hubspotusercontent-na1.net/hubfs/39763634/WhatsApp%20Image%202025-04-28%20at%2010.15.16.jpeg", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://39763634.fs1.hubspotusercontent-na1.net/hubfs/39763634/C%C3%B3pia%20de%20Logo_Sancoffee_Green%20Field%20and%20Mediun%20Roast-1.png" }, "name" : "Sancoffee" }, "url" : "https://sancoffee.com/blog/signals-of-change-reflections-from-this-years-expo" } ```