8 tips on how to find buyers in the European coffee market

Europe is the largest coffee market in the world. Each buyer type has their own approach to business and their own expectations or demands. Finding the right buyer can take time and effort. It is important to know what could make your coffee attractive to European buyers, and which buyers are interested in your unique offer.

1. Know which buyers to target

The coffee market is built on relationships and trust. The most important thing that an exporter can do is build long-term relationships and deliver on contracts. It is therefore important to know what the strengths and weaknesses of your business are. This helps to determine what you can promise and be confident that you can deliver what you promise. It is also important to know what kind of buyers you are likely to encounter, and what kinds of markets they can give access to.

Know the strengths and weaknesses of your business 

European buyers want information about many aspects of the coffee that you export. This includes the quality and profile of the coffee, the available supply, delivery terms, sustainability aspects and compliance data. 

Contracts and relationships

Buyers want the assurance that suppliers will fulfil the contract. This is based on physical and contractual aspects, but primarily on relationships and trust. This is especially true in a volatile coffee market where prices fluctuate a lot. Ensure that the contract includes terms you can meet. For more information, read the CBI study Tips on how to do business in Europe, which covers communication style, language and cultural differences between countries. 

Quality aspects

Another important aspect that buyers seek is quality. Requirements vary among different market types, but all buyers will request information about the coffee’s quality aspects. Buyers may also ask for detailed information about sensory evaluations of the coffee, particularly for specialty coffee. 

To get a buyer’s attention, you need to know what makes your coffee unique. Read the CBI study Tips on how to do business in Europe for insights on presenting the key Unique Selling Points (USP) of your coffee. 

Compliance

Buyers expect the coffee production process to comply with local laws and regulations. When targeting new buyers, understanding their requirements is essential. Deliver what is needed for compliance with laws such as the European Union Regulation on Deforestation-free products (EUDR). Read the CBI study on The market potential for certified coffee and Buyer requirements in coffee for more information. 

Sustainability and certification

Buyers might also ask for additional assurance of social and environmental sustainability in the form of certification. When targeting new buyers, understanding their requirements is essential. Assess the effort required to comply with certification programmes such as Rainforest Alliance or Fairtrade. Read the CBI studies on Exporting certified coffee and Exporting Multi-Certified coffee to Europe for more information about joining certification programmes.

Export and transportation

Next, organise your export to ensure that you deliver on the terms of the contract. Key factors include the relationship between you and your buyer, the transportation method, the type of coffee (commercial or specialty) and the volume and value of the shipment. Read the CBI study  Tips on how to organise your export to Europe for more information. 

Know the different kind of buyers you are likely to encounter

Knowing the strengths and weaknesses of your business helps to determine which markets and buyers to focus on. This knowledge can increase your chances of finding buyers and building long-term relationships. The next step is understanding the different types of European coffee buyers. 

The differences between commercial and specialty coffee buyers

There are 2 main markets for coffee beans: the commercial market and the speciality market. 

The commercial market mainly consists of average-quality coffee produced in high volumes, either for roasted or ground products and instant coffee. It is highly price-oriented and follows the international C-market price. 

If you export commercial coffee, start your search for buyers by targeting multinational coffee traders. These companies purchase large volumes of average qualities. They usually have their own export companies with coffee-buying stations, or have partnerships with export companies in producing countries to which you can sell your green coffee directly. 

Compared to commercial coffee, the speciality market is still a niche market. Specialty coffee sells for higher prices and in lower volumes. Speciality coffee is usually Arabica coffee, which has a smoother, more aromatic and more flavourful taste than Robusta. Refer to the CBI studies on Exporting specialty coffee to Europe for more information about specialty coffee.

Figure 1: A coffee warehouse

2. Choose the right trade fairs and conferences to visit

Trust and relationships are very important in the coffee industry. Visiting trade fairs is a crucial method for meeting new buyers, developing relationships and promoting your products. 

Trade fairs come in various types, focusing on business, sustainability, technology, quality or other aspects. Trade fairs can cater to European buyers or international buyers. While many trade fairs shifted online during the COVID-19 pandemic, most have returned to an in-person format in 2024 (although some still offer a virtual component for remote participation). This virtual aspect can be interesting for those that want to learn about a specific topic. For those that want to meet new buyers, in-person attendance is the best choice.

There are also many conferences that do not include a trade fair. The main programme for these events features presentations and discussions on important topics. These are attracting many companies and offering valuable networking opportunities. 

It is also possible to exhibit at a trade fair. This means having a booth where potential buyers can visit. However, this option can be costly, so careful consideration is necessary. Attending as a visitor allows you to explore the booths of potential buyers. 

Trade fairs can focus on quality, sustainability or on specific European markets. The best trade fairs to visit depend on what types of coffee you offer, and which markets you are targeting. Review the trade fairs in this study and research them online to determine which align best with your interests and objectives.

Visit trade fairs and conferences 

Interesting European coffee trade fairs to visit include:

• World of Coffee is an annual European trade fair with a focus on specialty coffee. The last 3 editions were held in Denmark (2024), Athens (2023) and Italy (2022). 
• Biofach (Germany) is an annual trade fair for organic food, including coffee. It also includes learning sessions. 
• The European Coffee Symposium is an annual conference aimed at Europe’s coffee & hospitality sectors. It is held annually in different European countries. 
• The World of Private Label International Trade Show (PLMA) is a trade show focused on private label manufacturing that is mostly interesting for exporters with large volumes and consistent quality coffee. There is an annual international edition in the Netherlands and a United States of America edition.
• Triestespresso Expo (Italy) is a trade fair specialised in espresso coffee.

International events include:

• World of Coffee also hosts events outside Europe, including World of Coffee Asia (since 2023) and World of Coffee Central America (starting in 2026).
• The Africa Coffee & Tea Expo first edition will be held in Rwanda in 2024. 
• Producer & Roaster Forum Farm Summit aims to create long-lasting relationships between producers and roasters, to address issues and to promote innovation. 
• AFCA Specialty Coffee Expo aims to promote the best African coffees through competition and at the trade fair. It is held annually in a different AFCA member country. 
• Specialty Coffee Expo brings together a wide range of specialty coffee professionals in the United States of America. 
• The Specialty Coffee Association of Japan (SCAJ) conference is the biggest specialty coffee event in Asia. It is held annually in Japan. 
• The Tea & Coffee World Cup is an international coffee trade fair that is held in a different city every year.

There are also many coffee festivals where roasted coffee is promoted to retail and consumers. Examples of events in Europe are the Coffee Festivals in the Netherlands, Greece, Germany, the United Kingdom, Italy, France, Norway, Poland and Estonia. Attending these events can help you learn more about the preferences of buyers and consumers from these countries.

Figure 2: A barista competition at a trade fair

Source: Ruben Bergsma at Long Run Sustainability

Prepare your visit to trade fairs and conferences

• Choose the right event to attend. Research the events, their focus and exhibitor/visitor profile. Try to find out if the fair primarily targets consumers or companies. Check if the focus of the event is on mainstream or specialty coffee.
• Review the exhibitor list on the trade fair’s website and select relevant companies for your business. Create a list of companies that you want to speak with. 
• Many companies plan side meetings during exhibitions. This means that key people might not be available at the booth when you visit. Contact companies beforehand to schedule meetings with clear purposes. This is a great way to speak to people without distractions.
• Promote your participation in the trade fair online before and during the event. 
• Prepare and bring samples of each type of coffee you offer. It is recommended to bring samples of each type. Samples usually consist of 300 grams of green coffee beans. These are ideally vacuum-packed, but you can also pack them in zipped plastic bags. Use an attractive sticker with a good description of the coffee, including the company name, Region, Country, Altitude (meters above sea level), Variety, Process, Screen size, Certification (if any), Contact details, and availability.
• Bring promotional materials, keeping them short and simple. Small and lightweight brochures, flyers or business cards displaying contact details and relevant information are recommended.
• Practise your ‘elevator pitch’. This is a brief introduction to your company and product, using your Unique Selling Points (USPs) from the first tip. Practise your pitch in English and other languages you speak, depending on where the trade fair is and which buyers you want to target.
• Consider travelling with someone fluent in multiple languages to facilitate communication with exhibitors who may not speak your native language. 
• Engage with visitors from various backgrounds, including those of NGOs, governments, service providers, financial services and other important coffee stakeholders. Building relationships with non-industry stakeholders can lead to future business opportunities. They may speak positively about your business and recommend you to potential buyers.

3. Visit the websites of sector associations to look for buyers

Sector associations play a crucial role in the coffee industry, by advocating for the best interests of their members. As associations, they can achieve more collectively than individual companies could on their own. Many European companies are members of one or more associations. 

Sector associations may be international, focusing on specific aspects of the coffee sector such as specialty coffee, trade, or supply and demand. They can also be national associations. These associations advocate for the coffee industry in a specific country or region. They often represent the economic interests of their members and promote the coffee industry of their country. 

In Europe, the European Coffee Federation (ECF) represents the interests of traders, roasters, manufacturers and other companies involved in the European coffee sector. Their website includes a list of member companies, which is a good source to find potential buyers in different European countries.

FoodDrinkEurope represents the interests of food and drink companies, federations, and associations based in Europe.

Examples of national associations are: 

• Food Industries Association of Austria – WKO (Austria) works to strengthen the Austrian food industry.
• Syndicat Français du Café (France) brings together companies that are committed to promoting a sustainable coffee sector.     
• Deutscher Kaffeeverband (Germany) supports more than 360 member companies in their business. 
• Unione Italiana Food (Italy) represents companies in several food categories, including coffee. 
• Koffie & Thee Nederland (the Netherlands) is the national voice of Dutch coffee and tea companies. 
• Norsk Kaffeinformasjon (Norway) promotes coffee in Norway and is the industry's neutral professional body. 
• Associaçao Industrial e Comercial do Café – AICC (Portugal) is a non-profit employer association of companies. 
• La Asociación Española del Café – AECafé (Spain) is the meeting point for companies in the Spanish coffee sector. 
• Livsmedelsföretagen (Sweden) represents 750 member companies from all types of food producers, including coffee. 
• Swiss Coffee Trade Association – SCTA (Switzerland) is the representation of the green coffee trade in Switzerland. 
• British Coffee Association – BCA (United Kingdom) represents the UK coffee trade and industry, and Food and Drink Federation UK – FDF (United Kingdom) represents and supports food and drink companies. 

Check the national associations listed on the website of the International Coffee Organization (ICO) for the full list of national associations. 

Get in touch with your national specialty coffee organisation

As a coffee exporter, it can help to join your national or regional coffee association. They offer interesting services, such as up-to-date market and price information, trade fair participation and marketing support. Examples of coffee farmers/exporters associations include:

• Colombian Coffee Growers’ Federation and ASOEXPORT (Colombia)
• Anacafé (Guatemala)
• Indonesia Coffee Exporters Association (Indonesia)
• Kenya Coffee Traders Association and Kenya Coffee Producers Association (Kenya)
• Uganda Coffee Federation (Uganda)

For specialty coffee, see the national chapters of the Specialty Coffee Association (SCA) and the website of the Coffee Roasters Guild. These chapters are in coffee-consuming countries. In producing countries, there are also specialty coffee associations that work together with the SCA and that hold national championships to select people for SCA barista or cupping championships. 

Examples of specialty coffee associations in producer countries include:

• Specialty Coffee Association of Indonesia (SCAI)
• Specialty Coffee Association of Ecuador (ACEDE)
• Brazil Specialty Coffee Association (BSCA)
• African Fine Coffees Association (AFCA)

Figure 3: Coffee presented at a National Barista Championship

Source: Ruben Bergsma at Long Run Sustainability

4. Advertise your coffee product and business online

The coffee market thrives on personal connections. Face-to-face interactions and long-term trading relationships are key. New connections often come from mutual contacts, relationships or in-person meetings. However, online marketing is also an effective way to capture the attention of potential buyers. 

Use your own company website to promote your product

Ensure your website contains relevant information for buyers, including:

• Details about your coffee offerings, such as quality and availability;
• The origins of your product;
• The mission and history of your farm/cooperative/company;
• Sustainability practices;
• Certifications. 

You can also include nice stories and high-quality photos of plantations, farmers and their families to make the website more attractive. 

In the specialty coffee market, the origin of coffee is especially important. This should be supported through storytelling. Coffee traders and importers often integrate your stories in their own communication with roasters. Roasters will use these narratives to market their products to consumers. By telling the right story, they can establish a connection between consumers and the coffee’s origin.

Many green coffee exporters or roasters promote their products through their own websites. Examples include O’Coffee (Brazil), Caravela Coffee (Latin America), Don Pepe Estate Coffee (Panama), Rwashoscco (Rwanda), Ontosoroh (Indonesia) and Kerchanshe (Ethiopia). 

Explore other platforms to promote your product

There are many other platforms to promote your company and your product. Social media is commonly used for coffee promotion.

LinkedIn can be utilised to discuss interesting projects, trips or events your company is involved in and to promote new products or business. Posting engaging content on LinkedIn increases visibility and awareness of your company products. LinkedIn has many articles that help you market yourself. You can also search for articles on other websites, such as this article on 15 Ways to Boost Your Personal Brand. 

Instagram is another tool for promoting your business or product. This is most interesting for exporters of specialty coffee. 

YouTube offers a platform for telling stories in a more visual manner. However, be sure that you can create interesting and high-quality content before starting this option.

Paid advertisements of coffee beans and coffee product sales are not common on these platforms. 

Maintain consistency and uniqueness in your storytelling. The story you tell is very important, which is why the website should be inspiring. Read the CBI study on How to become more socially responsible in the coffee sector for more information on storytelling. 

5. Look for more information about buyers on online databases

You can also use free and paid databases to find more information about potential buyers. 

One type of database is the chamber of commerce for different European countries. Many have information about companies available for free, or for a small fee. Examples of country chambers of commerce are:

• The Belgian Chamber of Commerce (CBE)
• The British Chamber of Commerce 
• The Dutch Chamber of Commerce (KVK)
• The French Chamber of Commerce (CCI)
• The German regional Chamber of Commerce (Industrie- und Handelskammern - IHK) and the Chamber of Crafts (Zentralverband des Deutschen Handwerks - ZDH)
• The Swiss Chamber of Commerce 

Your country’s embassy in your target market could also help you find potential buyers and give more information about the competition. They usually have a commercial attaché to help you with your enquiries. There are also European chambers of commerce with offices in your country or region, including: 

• BritCham Indonesia (British and Indonesian businesses)
• German-Brazilian Chamber of Commerce and Industry (AHK Brasil)
• The Netherlands-African Business Council (NABC)

There are also many online databases with market leader information that you must pay to access. Examples are Statista or Euromonitor. In some cases, a basic summary of a report can be accessed for free. 

6. Use online buyer-seller platforms to sell your coffee

Green coffee can also be sold online, through trade platforms or auctions. 

Trade platforms

Online green coffee sourcing platforms are becoming more popular. These platforms link roasters with green coffee producers and exporters. These websites are mostly used for higher-quality or specialty coffee and are aimed at niche markets. 

Examples of online trading platforms include:

• Algrano - a platform that links coffee producers directly with roasters online;
• Almacena Platform – a platform that links exporters with buyers;
• V-Hub - Vollers' digital marketplace for green coffee;
• TYPICA – a platform for direct trade of small quantities of specialty coffe;
• Beyco – a coffee connection and trading platform;
• Get Beans - a B2B platform for wholesale sales. 

Read the CBI study on Tips to go digital in coffee for more information about e-commerce platforms. 

Auctions

In the international coffee market, the main auctions are the New York Stock Exchange (Arabica) and the London Stock Exchange (Robusta). These markets operate through 2 main mechanisms: current or physical markets and future contracts. 

It is becoming more common to sell high-quality coffee on online auctions. Auctions give coffee producers the chance to promote their product. Virtual auctions are more flexible and less expensive to join. They can connect you with a larger group of international buyers than at an in-person auction. Coffee that is sold at auctions can be of a higher quality and sold for relatively high prices. However, auctions can also be used to drive the price downwards. If you offer a high-quality coffee, it could be worth trying with a small batch to see what price buyers offer. 

Examples of online auctions include Best of Panama, Gehsa Village Coffee Estate and Alliance for Coffee Excellence. In 2024, the Brazilian Federation of Cerrado Mineiro Coffee Producers (FCC) organised a virtual auction. Some traders also have online auctions on their website. An example is the V-Auction of Vollers.

In Kenya, green coffee is sold through auctions by law. 

7. Contact other organisations that can provide support

It is also possible to get help through government organisations and non-governmental organisations (NGOs) to find buyers and sell your products. 

Embassies, business support organisations/trade promotion agencies and chambers of commerce often organise matchmaking programmes and trade missions. The organisers of these missions have strong relationships with businesses in your target market. This means they can help you identify, screen and meet potential buyers.

To find a matchmaking programme and/or trade mission in your sector, check the website of European trade promotion organisations. They target mostly small and medium-sized enterprises in selected partner countries that aim to export their products. Agencies include:

• The Dutch Centre for the Promotion of Imports from Developing Countries (CBI) supports the transition towards inclusive and sustainable economies.
• The Belgian Trade for Development Centre Enabel (TDC) is a programme of Enabel, the Belgian development agency.
• The German Import Promotion Desk (IPD) supports companies from developing and emerging countries in exporting to the European market.
• The Finnish Finnpartnership promotes business between Finland and developing markets. 
• Open Trade Gate Sweden (OTGS) supports companies from developing countries to export to Sweden and the European Union.
• Swiss Import Promotion Programme (SIPPO) promotes the export capacity and helps companies improve their exports in their countries. 
• International Trade Center (ITC) provides support to grow trade opportunities in developing and least-developed countries.
• COLEAD is a network of companies, organisations and experts committed to inclusive and sustainable agriculture.
• The Institute for Agriculture & Trade Policy (IATP) works to ensure fair and sustainable food, farm and trade systems.

There are also several organisations that support coffee farmers and exporters worldwide, such as Progreso, Agriterra, Solidaridad, GIZ, Rikolto, IDH, Conservation International and many others.

8. Use the trade press for market information

Stay informed about what is going on in the coffee sector. You can follow market developments that are published in trade magazines and websites. These are a great source of up-to-date information on the coffee sector. They also provide a database of potential buyers, such as traders and roasters.

Many people in the coffee sector regularly read newsletters. Sign up to several newsletters to read examples of other projects or companies. Talk about your project or story to these organisations and try to get your project mentioned in a newsletter. If your coffee is certified, you could also ask your certification programme to write a story about your coffee. If you are mentioned in a newsletter or trade magazine, this is great for your visibility.

The following magazines or news portals focus on coffee:

• Perfect Daily Grind – a news and educational resource about every part of the coffee supply chain. It is also available in Spanish and Portuguese. 
• Daily Coffee News — a free source of information on the specialty coffee market, with a focus on the North American market.
• Coffee Intelligence – an online publication with articles about the most important topics and issues in the coffee sector. 
• World Coffee Portal – provides sector-by-sector research, data, market reports and consultancy.
• Comunicaffe — provides news about the coffee sector. 
• Global Coffee Report — a magazine with current information and in-depth analysis of the global coffee sector. 
• Tea and Coffee Trade Journal – reports on the global coffee and tea industries from origin through the supply chain.
• SCA News – specialty coffee news.
• Barista Magazine – about coffee culture and consumption patterns.

Long Run Sustainability carried out this study in partnership with Ethos Agriculture on behalf of CBI. 

Please review our market information disclaimer.