Over the past two decades, coffee competitions have transformed equipment cleaning and maintenance into essential elements of specialty coffee excellence. Events like the World Barista Championship have spotlighted the importance of clean machines for flavor clarity and safety. Sponsorships from companies such as Cafetto have further integrated these practices into global café operations.
Coffee competitions have long driven innovation in the specialty coffee industry, pushing baristas to refine their skills and hospitality. The World Barista Championship, the sector's premier event, began in Monaco in 2000 with 17 competitors and grew to over 140 by 2025. Early editions featured mirrors above espresso machines to showcase baristas' actions, while today's routines stream live to global audiences. Other competitions, including the World Latte Art Championship launched in 2005 and the World Brewers Cup in 2011, have similarly emphasized precision and cleanliness from the start.
Initially, equipment maintenance was often an overlooked aspect, treated as a backstage task. However, its role in achieving flavor clarity became undeniable. Jason Bond, general manager at Cafetto, a coffee equipment cleaner manufacturer, notes, “Competitions have undoubtedly raised expectations across the board... Clean equipment is now seen as part of that performance standard – not something separate from it.”
Cafetto pioneered sponsorship of competitions with cleaning products in 2008, led by founder Chris Short. Bond explains, “When Cafetto first began sponsoring competitions with cleaning products, the motivation was simple... If competitions are about excellence, then cleanliness must be part of that equation.” This effort elevated maintenance alongside tools like espresso machines and grinders.
The impact has extended to cafés and home baristas worldwide. Bond states, “The influence is global... Professional baristas now understand that maintenance isn’t optional; it’s part of the craft.” Standard routines now include daily backflushing, grinder cleaning, descaling, and steam wand purging. Nastasia Pavlis, Cafetto's brand manager, adds, “One of the reasons cleanliness has become non-negotiable is its direct and often brutal impact on taste... You can have the best coffee and recipe in the world, but if your equipment isn’t clean, it will show.”
Poor maintenance leads to flavor defects like bitterness from rancid oils or muted acidity from dirty group heads, and health risks from bacterial growth in milk residues. Pavlis emphasizes, “Clean machines last longer. It’s that simple... When cafés follow strict cleaning routines, they protect their investment in equipment.” Weekly and monthly tasks, such as inspections and descaling, prevent performance issues and reduce costs.
Cafetto's eco-friendly products, like EVO Espresso Machine Cleaner and organic Grinder Clean, comply with standards including Australian Certified Organic and ISO 14001. Preventive maintenance avoids expensive repairs and downtime, as Pavlis notes: “Preventive cleaning is always cheaper than reactive repairs... With proper maintenance, you see fewer breakdowns, lower service costs, and far more consistent performance day in, day out.” Bond reflects, “What Chris set in motion with cleaning sponsorship was really about protecting flavour and fairness... It helped the industry see that great coffee doesn’t start and end with the recipe – it depends on the condition of the equipment making it.”