Global demand for specialty coffee is rising, prompting initiatives to help producers transition from commodity to higher-quality crops. Organizations like Brazil's Expocacer are providing technical support and market access tools to address challenges such as aging farmers and high costs. These efforts aim to ensure continuity and innovation in coffee farming.
The specialty coffee market is expanding rapidly, with the USDA forecasting global production to reach 178.8 million bags in 2025/26, a 2% increase, and consumption at 173.9 million bags, up 1.3%. In the US, specialty coffee consumption hit a 14-year high in 2025, exceeding traditional varieties, while India's market is expected to double by 2030, with specialty accounting for 18% of growth.
Producers face significant hurdles in shifting to specialty coffee, including an aging workforce—ICO data shows the average Latin American coffee farmer is over 50—and rising production costs that squeeze margins. "Succession is important because it ensures the continuity and evolution of coffee farming," says Sandra Moraes, Commercial Manager of Specialty Coffees at Expocacer, a Brazilian cooperative supporting over 760 members.
Younger farmers are drawn to specialty production for opportunities in innovations like controlled fermentations and sustainability practices, but require substantial investment in time, resources, and knowledge. "Producing specialty coffee requires significantly more time, investment, and resources than commercial coffee," notes Wagner Brasileiro Ferrero, production manager at Fazenda Pântano in Cerrado Mineiro, Brazil. "No producer grows specialty coffee as a hobby; it must make sense financially and generate long-term returns."
To aid this transition, Expocacer launched the Essências programme three years ago, offering personalized technical support from pre- to post-harvest, resulting in an average cup score improvement of 2.83 points and four Presidential Coffees. "The Essências programme was truly a game-changer for us," Wagner says, crediting it for structuring best practices across the production chain.
Long-term buyer relationships are crucial for encouraging experimentation and investment. Expocacer's Coffee Chain platform, using blockchain and AI for traceability, connects producers with international buyers and debuted an auction on 10 and 11 December 2025, linking over 20 roasters with new specialty lots. "The specialty coffee market is not based on price, but on long-term partnerships, as these generate more value and ensure the stability and innovation of the business," Sandra explains.
Direct trade models enhance bargaining power, though smallholders often struggle with loan access and event participation. These initiatives highlight the need for supply chain support to sustain quality improvements amid shifting industry trends, which can take three to four years to reach origin producers.