Fairtrade Network of Asia and Pacific Producers (Fairtrade NAPP) recently participated in the Specialty Coffee Association (SCA) Expo 2025 held in Houston, Texas—one of the renowned global platforms for coffee professionals. The event drew thousands of roasters, traders, baristas, producers, and retailers from across the globe, making it a critical convergence point for identifying market trends, forging trade relationships, and enhancing visibility for ethically sourced coffees.

Why SCA Expo Matters for Fairtrade NAPP

The SCA Expo is the world’s largest coffee trade show and a cornerstone event for the specialty coffee industry. For Fairtrade NAPP, the Expo offered an unparalleled opportunity to amplify the voice of small-scale coffee producers from the Asia Pacific region and spotlight their unique coffee profiles amidst a global audience.

Participation in such high-profile provides a vital opportunity in  raising awareness about the challenges and achievements of Fairtrade-certified producer organizations in the region. It also supports strategic market access and visibility—particularly for origins often underrepresented on the global stage, such as Papua New Guinea, Timor Leste, Laos, and parts of India and Indonesia.

Global Collaboration and Knowledge Exchange

The Fairtrade booth—a joint collaboration between Fairtrade International, 03 Producer Network- CLAC (Latin America), Fairtrade Africa along with National Fairtrade Organisations: Fairtrade America and Fairtrade Canada, and FLO-CERT—served as a central hub for global collaboration and knowledge exchange.

The regional delegation from Fairtrade NAPP included Tony Tokah, Marketing Manager of Roots. No. 1 Farmers Association from Papua New Guinea and Vineesh Mathew, President of Wayanad Organic Society from India, led by Samir Kapur, Commercial Lead- Fairtrade NAPP, bringing firsthand stories of impact, sustainability, and resilience from the field to the global market.

Strategic Engagements and Market Insights

Fairtrade NAPP’s presence at the event was marked by strategic trader and retailer engagements aimed at expanding market reach into North America. Key highlights include:

• Trader Meetings: Discussions were held with leading global traders including JDE, ECOM, Carpenters, Westroast, Atomo, Second Cup, Three Keys, Café Direct, Agora Coffee, South Indian Coffee Co., and Coffee Walla.
• Retailer Engagements: Fairtrade NAPP explored potential partnerships with retail giants such as Trader Joe’s and Patel Brothers, the latter expressing interest in launching Fairtrade-licensed brands from India and connecting with their India-based procurement team.
• Origin Focus – PNG: Special emphasis was placed on promoting Papua New Guinea coffee as a niche, high-quality origin by Fairtrade America. Positive cupping feedback and the compelling story of Tony Tokah from Roots. No. 1 Farmers Association, present at the booth, sparked trader interest and laid the groundwork for deeper collaboration.
• Tea Sector Exploration: Meetings with Rishi Tea, Hankook Tea, and Two Leaves and a Bud opened discussions on potential Fairtrade tea sourcing from India and Sri Lanka.
• Market Recce: Visits to supermarket chains like Whole Foods, Trader Joe’s, and Patel Brothers provided insights into shelf positioning and branding strategies for ethical and specialty products.

Cupping Sessions: A Taste of Asia Pacific’s Diversity

Alongside the meeting, Fairtrade NAPP presented a diverse selection of high-quality, Fairtrade-certified coffee samples from India, Vietnam, Laos, Myanmar, Indonesia, Timor Leste, and Papua New Guinea. These exclusive cupping sessions offered attendees a rare opportunity to experience the unique terroirs and cultures of the Asia Pacific region—ranging from bold, fruity notes to smooth, well-balanced bodies.

"My main objective for participating in SCA 2025 was to connect with coffee buyers and promote our Organic Fairtrade coffee from Wayanad Organic Society (WOS). During the event, I had the opportunity to meet with coffee importers, share details about our producer organization, and highlight our Fairtrade activities and cup our samples at the event. As a result, one importer approved our sample and expressed interest in purchasing coffee from WOS"

-Vineesh Mathew, President of Wayanad Organic Society from India

Award Highlight: Fairtrade International Wins 2025 Sustainability Award

A major moment of celebration during the Expo was Fairtrade International receiving the 2025 Sustainability Award, recognizing its leadership in promoting sustainable, ethical, and climate-resilient practices across the coffee supply chain. The award reflects the collective effort of the entire Fairtrade system, including producer networks, in making trade fairer and more equitable.

Impact and Strategic Outcomes

• North America Market Expansion: Inputs from the Expo will guide Fairtrade NAPP’s strategy to strengthen its supply footprint in the US and Canada.
• Cross-Market Flow: Opportunities were identified for piloting the flow of licensed Fairtrade products—such as coffee and chocolate—from North America to the Global South.
• Singapore Market Prospects: Partnership discussions with ECOM set the stage for introducing Fairtrade coffee into the Singapore market.
• Follow-Up Plans: A targeted workshop is scheduled with ECOM Singapore and NAPP in June 2025 to deepen market penetration. Continuous engagement and strategic planning are already underway for SCA 2026, aiming for a stronger presence from underrepresented origins.

Looking Ahead

Despite challenges from dominant Latin American coffee flows, the distinctiveness and ethical strength of Asia Pacific coffees—especially from minor origins—offer tremendous potential. Fairtrade NAPP remains committed to building on the momentum from SCA 2025 to create more inclusive trade opportunities and enhance the visibility of smallholder producers across the region.