— Fairtrade NAPP (Network of Asia and Pacific Producers) participated in World of Coffee 2025, one of the most prestigious global coffee trade shows, with a focused mission: to spotlight the diverse and high-quality coffees produced by smallholder farmers across Asia and the Pacific.

The participation in such a high-caliber global event is not merely about showcasing coffee—it’s about expanding market access, strengthening commercial ties, and giving voice to Fairtrade-certified producers in a space that drives the future of the coffee industry. The event provided an unparalleled opportunity to connect producers directly with key decision-makers, buyers, and Fairtrade partners across the supply chain.

Organized by the Specialty Coffee Association (SCA), World of Coffee at Palexpo in Geneva, Switzerland, the event featured cutting-edge coffee innovations, global cupping sessions, industry competitions, and extensive networking platforms—making it a strategic stage for advancing producer-market connections.

A Joint Fairtrade Representation

The participation was a collaborative effort, with a co-branded booth jointly hosted by:

• Fairtrade Max Havelaar Switzerland
• Fairtrade International
• Three Producer Networks, including NAPP
• Fairtrade Germany and other National Marketing Organizations (NFOs)

This unified representation underscored Fairtrade’s global reach and collective commitment to sustainable trade, equitable partnerships, and producer empowerment.

Showcasing Asia-Pacific Coffees

Fairtrade NAPP was represented by two Producer Organizations (POs) and led by Samir Kapur, Commercial Lead at NAPP. Together, they showcased specialty coffee samples from across the region, highlighting the unique flavors, cultivation practices, and impact stories behind each cup. The producers participated in B2B meetings, networking events, and exhibitor interactions, aiming to forge new commercial partnerships and expand visibility for APAC coffees.

Their participation centered around several core goals:

• Strengthening trade relationships with Fairtrade Marketing Organizations and creating new linkages with traders and buyers
• Building a rich database of leads through face-to-face interactions with industry decision-makers
• Gaining exposure to global market trends, innovations, and best practices in coffee marketing and sales
• Promoting the Fairtrade NAPP brand and its sustainable development initiatives
• Improving producer marketing readiness, including knowledge of buyer expectations on quality, pricing, packaging, and traceability

• Promote Fairtrade NAPP’s products, services, and sustainable development initiatives
• Raise the brand profile of NAPP, drawing attention to the often-underrepresented coffees from Asia and the Pacific

Expanding Knowledge and Exposure for Coffee Producer Representatives

The event also served as a platform for producer representatives to gain critical exposure:

• Learn about current global market trends, technologies, certifications, and packaging innovations in the coffee industry
• Observe global competitors and adopt best practices in marketing and product positioning
• Enhance intercultural communication skills, essential for navigating and succeeding in foreign trade environments

Moving Forward

World of Coffee 2025 reaffirms Fairtrade NAPP’s commitment to positioning Asia-Pacific coffees at the heart of global trade. As follow-ups begin—ranging from producer onboarding with platforms like Algrano to the planning of a regional Golden Cup competition—NAPP remains focused on ensuring that its producers are not just present, but competitive, visible, and valued in the global coffee landscape.

Producers Speak

Ramakrishna Hegde
The Sushira Sangeeta Parivara, India

“Participating in World of Coffee 2025 in Geneva was a transformative experience for us at The Sushira Sangeeta Parivara. Our goal was to showcase our coffee, meet potential importers, and explore direct collaboration opportunities in Switzerland—not only for coffee but also for our spice exports.

During the event, we had the opportunity to network with international importers and roasters, and we even discussed plans to establish a new unit in partnership with a Swiss collaborator. This opened doors to expand our exports beyond coffee into the spice sector.

We gained valuable exposure to European market expectations, especially around quality and packaging standards. The cupping sessions and importer meetings at the Fairtrade stall gave us a firsthand sense of the high demand for traceable, quality products from farm-level producers like us.

The response was encouraging—Swiss partners showed strong interest in direct sourcing models, and we’re optimistic about building long-term, impactful trade relationships rooted in transparency and sustainability."

Francisca da Costa Soares
Cooperativa Comercio Agricola de Timor (C-CAT), Timor-Leste

“Our main goal in attending World of Coffee 2025 in Geneva was to find new buyers and traders for our coffee. This event gave us the chance to directly communicate with companies like Algrano, which helped us explore new connections and potential commitments to support our cooperative.

Through the fair, we connected with companies interested in sourcing from Timor-Leste and participated in the DACH Market Expert Roundtable and sessions like ‘Green Coffee Connection’, which provided valuable information and opened pathways to international networks. I gained insights into how to connect with international buyers and promote our cooperative and country on a global stage.

It was my first time participating in such a large international event in Europe, and though it was challenging, I made sure to follow every activity closely. I’m proud to say we’ve made connections that we hope will lead to future trade partnerships.”