SCA Expo 2025: What's Happening in Coffee Right Now

We checked in with five Sucafina team members to get their take, and each brings a different lens to the conversation. In this recap you will hear from Danner Friedman, Specialty Managing Trader; Greg Oddo, Weather Strategist; Danna Wasserman, Sustainable Trading Manager; Ilya Byzov, Head of Research and Quant Trading; and Jorge Cuevas, Chief Coffee Officer. 

This article at glance 

• Tariffs, volatility and logistics were front and center across conversations. 
• Brazil’s crop outlook and Robusta silence could signal shifting dynamics. 
• Roasters are adapting fast by diversifying, innovating and holding strong. 
• The specialty community remains hopeful, connected and ready to evolve. 

Compared to past years what stood out most at SCA 2025? 

Jorge: This year’s Expo had a real buzz to it. Attendance was strong and people were clearly hungry to connect. Origin presence was solid too and it felt like everyone brought their A-game. 

Danna: It definitely felt well attended but the crowd was a bit top-heavy with producers. While tariffs were a hot topic, conversations centered on the market state and how people are adapting. 

What conversations kept coming up across the floor? 

Ilya: Tariffs and how to avoid them, market volatility and when it might calm down, defaults in Peru, the radio silence on Brazil and Robusta, specialty roasters still crushing it and the CQI novelties. 

Danner: Tex-Mex and BBQ, spot inventory shortages and the need for flexibility on origin and quality, the market and tariffs, securing coffee through contracts while avoiding long positions and CQI changes. 

Any industry predictions or hot takes that stuck with you? 

Greg: If Brazil makes it through both the cold season and rainy season without any issues, we could be looking at a record crop by a wide margin.  

Danna: Inventory is tightening across the board, which is making roasters start to worry there won't be as much destination stock available for specialty as they’re used to.  

What was your favorite thing about Houston? 

Jorge: The area around the convention center had everything. Great food, things to do, all walkable. That made it super easy to keep conversations going outside the Expo floor. 

Greg: The food and the people. I got to spend time with people I haven’t seen in ages and reconnect with industry friends and clients I wish I saw more often. Face-to-face time and chatting through ideas and views like that is important. 

What did you walk away thinking about most? 

Ilya: Our presentations were packed and the conversations we had were meaningful. That tells me people are looking for clarity and community. Even when the market is chaotic, people still want to connect and find direction. 

Danner: Things are not the same as they used to be and we are all coming to terms with that. Buyers are going to need to stay flexible on origin and quality if they want to keep their supply moving. And pricing has to be sustainable if the whole system is going to stay healthy. Also, there should not be tariffs on coffee. 

What Matters Most 

From trade and logistics to shifting demand and unpredictable weather, the challenges for coffee are real. But so was the sense of shared purpose. What stood out most was the resilience, openness and steady focus that people brought into every conversation. As we all continue adapting, staying connected and sharing knowledge has never mattered more.