The Agiboo team attended World of Coffee in Geneva, marking the very first time that Switzerland hosted Europe’s leading specialty coffee trade show. Our trip proved to be both insightful and rewarding, for which we’re due a short recap of the event.
World of Coffee
Organized by the Specialty Coffee Association, World of Coffee has steadily grown since its start in 2010 as the European counterpart to the North American Specialty Coffee Expo. Over the years, the event has made its way through key coffee capitals – most recently Milan (2022), Athens (2023), and Copenhagen (2024) – while also expanding beyond Europe, with new editions in Dubai and Jakarta earlier this year. In 2026, the North American expo will officially take on the World of Coffee name, cementing the event’s role as the global gathering point for the industry.
World of Coffee is known for its energy, its wide-ranging exhibits, and its ability to spark new ideas. The 2025 edition in Geneva was no exception. With world-class convention facilities and strong international transport links, Geneva proved to be an ideal host city, welcoming nearly 20,000 professionals from every part of the coffee value chain. Producers, exporters, traders, roasters, baristas, equipment makers, sustainability experts, NGOs, certifiers, retailers, importers, and logistics providers all came together – among them key Agiboo clients such as Cargill, Neumann Kaffee Gruppe, and Cocoasource. The result was a truly global forum for exchange, collaboration, and innovation.
Sustainability and regenerative practices
One of the strongest threads running through this year’s event was sustainability. From conversations around carbon offsetting and eco-friendly packaging to the growing momentum behind regenerative farming, it was clear that the industry is shifting from ambition to action. Innovation was another key highlight – everything from AI-driven quality control and smart brewing systems to fresh product formats drew plenty of attention.
Education rounded out the program, with workshops and lectures that dug into sourcing, roasting, and changing market dynamics. Producing countries also had a strong presence, with Colombia proudly taking the spotlight as the official Portrait Country of 2025.
For our team, Geneva was both inspiring and productive. We had the chance to spend meaningful time with partners like Cargill, Neumann, and Cocoasource, while also building new connections with Olabi Overseas Coffee and ECOM. These conversations gave us a clearer picture of how customer expectations are evolving – especially when it comes to sustainability – and where our own innovations can play a role. Being in Geneva was an added advantage, allowing us to meet with clients who call this global commodities hub home. We left World of Coffee 2025 energized by the people we met and the ideas we brought back with us. The event reminded us just how important collaboration and forward thinking are for the future of coffee. More than anything, it left us excited to turn those lessons into action in the months ahead.
Be sure to reach out to us if you want to talk coffee. And did you know that in Agiblocks, coffee is one of four Specialized Commodities? In this linked article, we briefly talk about the history of the product and several aspects that help explain why cocoa is such a complex commodity – before turning the spotlight on Agiblocks’ prowess to handle that complexity in ways that no other CTRM solution can.
