Coffee News Recap, 21 Mar: NCA asks Trump to exempt coffee from tariffs, Brian Niccol announces next stage of Back to Starbucks plan & other stories

Every Friday, Perfect Daily Grind rounds up the top coffee industry news from the week. 

Editor’s note

Sustained high coffee futures are impacting the industry the world over, but roasters and traders in the US are now feeling additional pressure. In early March, President Trump imposed, and then quickly postponed, 25% punitive tariffs on all Mexican imports – including coffee – as part of his administration’s efforts to stop the flow of drugs such as fentanyl into the US.

The news was discussed at the recent National Coffee Association Convention, where roasters and traders expressed their concern that the tariffs, now scheduled for 2 April, could increase retail prices in the US by up to 50%. This is on top of rising coffee futures, meaning US consumers would face much higher prices for their coffee.

According to Reuters, NCA President Bill Murray told US Trade Representative Jamieson Greer there is no alternative to imported coffee, “unlike other cases where tariffs may address unfair practices or incentivise domestic producers”. Murray also asked the Trump administration to refrain from imposing any tariffs on coffee-producing countries, citing that it would exacerbate an already challenging situation.

It is possible, however, that Trump could decide to do so. In late January, the president threatened Colombia – the US’ second-biggest supplier of coffee – with 50% tariffs if the country didn’t accept planes carrying allegedly undocumented migrants. The consequences of following through with this would be disastrous for both the US and Colombian coffee sectors.

Trump’s trade war shows no signs of slowing down, and a growing list of countries are now seeing their GDP rates drop. Whether the president, who is known for his increasingly erratic decisions, will take note of the NCA’s plea for tariff exemptions is a major question for not only the US coffee industry but also for producers and exporters at origin.

Top stories of the week

• Mon, 17 Mar – Brian Niccol announces streamlined mobile ordering as next stage of Back to Starbucks turnaround plan. The number of drinks per order has reduced from 15 to 12, which the chain says will help cut wait times and improve efficiency. Future plans include reducing the overall menu by 30% in autumn, including frappuccinos and matcha lemonades. (Seattle, Washington, US)

• Mon, 17 Mar – US coffee industry urges President Trump to exempt coffee from tariffs. NCA President Bill Murray warned the Trump administration that tariffs on Canada and Mexico could raise US coffee prices by up to 50%, stressing in a letter that there is no domestic alternative to imported coffee. (New York City, New York, US)

• Tue, 18 Mar – Europe surpasses the US as the top market for Costa Rican coffee. Data indicates Belgium, Switzerland, and Germany are the leading export destinations for Costa Rican coffee. The shift reflects European demand for premium coffee and readiness for EUDR compliance despite concerns about smallholders capacity to adhere to strict standards. (San José, Costa Rica)

• Tue, 18 Mar – Swiss Water Decaf reports strong 2024 financial growth despite market volatility. The company saw revenue rise 4% to CA $173.1 million (US $119.9 million) and net income jump 340% to CA $1.3 million (US $900,000). CEO Frank Dennis credits strategic inventory management and the Delta facility consolidation for ensuring stability amid fluctuating coffee futures. (Delta, Canada)

• Wed, 19 Mar – Breville hosts Melbourne Coffee Festival at MICE2025. Pioneering roasters such as Seven Miles, Proud Mary, MECCA, Veneziano, Pablo & Rusty, and St ALi hosted live demonstrations, offering attendees hands-on learning opportunities. (Melbourne, Australia)

• Thu, 20 Mar – Rainforest Alliance reduces its number of certification requirements. The updated 1.4 version reduces requirements from 221 to 148. Effective October 2025, Rainforest Alliance says the changes will streamline processes while maintaining the certification’s integrity. Specialised certifications for regenerative agriculture, climate, and livelihoods will also be introduced later in the year. (New York City, New York, US)

Industry news

• Mon, 18 Mar – Peet’s to remove its non-dairy surcharge. Peet’s Coffee will eliminate its US 80 cent charge for oat, almond, and pea milks in June 2025, following similar moves by major US chains amid consumer and advocacy group pressure. (Emeryville, California, US)

• Tue, 18 Mar – Starbucks ordered to pay US $50 million for permanent injury. A Los Angeles jury found Starbucks liable for severe burns suffered by Postmate driver Michael Garcia after a drink carrier collapsed in a drive-thru. Garcia rejected a US $30 million settlement, insisting on policy changes. Starbucks declined and now plans to appeal, calling the damages excessive. (Los Angeles, California, US)

• Tue, 18 Mar – JDE Peet’s partially resolves European supermarket price disputes. Brands like Jacobs, L’Or, Tassimo, and Douwe Egberts will return to shelves across Germany, France, Belgium, and the Netherlands after agreements with major retailers have been reached. However, disputes with Ahold Delhaize and Albert Heijn remain unresolved amid ongoing price tensions. (Amsterdam, the Netherlands)

• Wed, 19 Mar – Coffee shifts from commodity to luxury, according to La Genovese’s Matteo Borea. Borea argues that coffee is now part of the luxury market, driven by rising prices, supply constraints, and growing global demand. He urges businesses to move beyond a commodity mindset by focusing on branding, storytelling, and differentiation to stay competitive. (Albenga, Italy)

• Wed, 19 Mar – Louis Dreyfus reports profit decline amid lower grain prices. The global trader posted a 15% drop in EBITDA to US $1.88 billion, with net income down 28% to US $726 million, citing ample harvests and weaker Chinese demand. (Rotterdam, the Netherlands)

• Wed, 20 Mar – Peter Therman joins Löfbergs’ board. The Swedish roastery appointed Therman, a sixth-generation member of Finland’s Hartwall family business, to support its international expansion efforts. (Karlstad, Sweden)

• Thu, 20 Mar – Black Rifle Coffee narrows losses with wholesale growth. The veteran-owned company reduced its 2024 net loss to US $7.6 million from US $56.7 million in 2023, driven by a 27.5% Q4 gross profit increase. Wholesale sales grew 9%, offsetting declines in D2C and café revenues. A partnership with Keurig Dr Pepper aims to boost future growth with new product launches. (Salt Lake City, Utah, US)

• Thu, 20 Mar – Judge rules Musk’s USAID shutdown is likely unconstitutional. A federal judge found Musk’s role in dismantling the aid agency, which supports many projects in origin countries, violated the Constitution’s Appointments Clause, and ordered partial restoration of agency function. (Washington, DC, US)

• Thu, 20 Mar – Fore Coffee seeks US $23 million IPO funding to expand and launch bakery concepts. Jakarta’s Fore Coffee plans to open 140 new stores in Indonesia by 2026 and launch two doughnut and bakery concepts, using IPO proceeds for expansion, operations, and raw materials. The chain also aims to open a second Singapore outlet by mid-2025. (Jakarta, Indonesia)

• Fri, 21 Mar – Knoops strengthens leadership with top executives as part of global expansion plans. Knoops appointed Jo Brett, former Pret A Manger US president, as COO; Kai Hepworth, former Costa Coffee Operations Director, as UK managing director; and Andrew Gerrie, Lush co-founder and former Hotel Chocolat Chairman, as board chair. The chain plans to expand to 40 UK stores and enter the US and China by late 2025. (London, UK)

• Fri, 21 Mar – Nestlé and Lotte will end South Korean joint venture by 2026. The partnership, which manufactures and distributes Nescafé instant coffee in Korea, will dissolve due to market challenges. Nestlé Korea is expected to take over Nescafé operations alongside its existing management of Nespresso, Starbucks at Home, and Blue Bottle packaged coffee brands. (Seoul, South Korea)

• Fri, 21 Mar – New research from Westrock Coffee finds almost a third of US consumers seek health benefits from coffee and tea. As part of its new free quarterly Blend reports that focus on consumer, retail, and restaurant trends, Westrock highlights how health and wellness trends are driving innovation and shaping consumer habits in coffee and tea categories, including evolving definitions of healthy and the rise of personalised wellness. (Little Rock, Arkansas, US)

New launch

• Mon, 17 Mar – Florence by Mills launches RTD lattes at Walmart. In partnership with Collab Coffee, the brand introduces four shelf-stable iced latte flavours exclusively at Walmart for US $2.48 per can. (Bentonville, Arkansas, US)

• Mon, 17 Mar – Lost Sheep Coffee expands its ready-to-drink range. The UK roaster now offers a new iced caramel latte made with Colombian and Brazilian arabica beans and skimmed milk, tapping into health and wellbeing trends. (Whitstable, UK)

• Tue, 18 Mar – Artly AI unveils robotic hand upgrade for Barista Bot. Showcased at Nvidia GTC 2025, the upgrade enhances dexterity, allowing Barista Bot to manipulate objects for improved coffee preparation. Built on Artly’s Vision-Language-Action AI model, the robot replicates barista movements and now features force feedback and tactile sensors for more precise handling. (San José, California, US)

• Wed, 19 Mar – The Grinder Lab launches the TGL-747 manual grinder. The Swiss precision tool offers 10-micron burr adjustments, surgical-grade stainless steel construction, and a watch-inspired dial. (Wilmington, Delaware, US)

• Thu, 20 Mar – Nespresso opens new boutique concept in Toronto. The Yorkdale location features a nature-inspired design, sustainability initiatives, and coffee masterclasses. Highlights include the Recycling Corner and a focus on Nespresso’s five “Arts”: design, coffee savoir-faire, sharing, circularity, and hospitality. (Toronto, Canada)

• Thu, 20 Mar – Coffee Futures Fund to launch at 2025 Specialty Coffee Expo. The initiative supports emerging US coffee shop owners with mentorship, workshops, and financial aid. Applications for the summer 2025 cohort are open until 30 April. (Houston, Texas)

• Fri, 21 Mar – Huskee launches Australia’s first turnkey reusable cup system for venues at MICE. The “Borrow by Huskee” is a free programme that allows patrons to borrow a reusable Huskee cup from participating businesses when purchasing a coffee or drink. Once a consumer finishes their drink, the cup can be returned within 14 days to a participating cafe or SmartBin drop-off point before being collected, washed, and returned. (New South Wales, Australia)

Milestone

• Tue, 18 Mar – De’Longhi reports strong Q4 growth driven by La Marzocco’s consolidation. Revenue rose 17.6% to €1.3 billion and full-year revenue reached €3.5 billion. Adjusted EBITDA hit €559.8 million, and the 2025 growth forecast is around 5 to 7%. (Treviso, Italy)

• Tue, 18 Mar – Ethiopia secures US $1.23 billion from coffee exports. Ethiopia exported over 257,000 tonnes of coffee in eight months, surpassing its 169,698-tonne target and generating 134% of the planned revenue. Recent sector reforms have boosted quality and productivity, with a full-year goal of US $2 billion from 400,000 tonnes of exports. (Addis Ababa, Ethiopia)

• Wed, 19 Mar – Biggby Coffee celebrates its 30th anniversary across the US. On 26 March, the chain will offer a 16oz Caramel Marvel Latte for US 95 cents, reflecting retail prices in 1995. Co-founder Bob Fish has discussed the company’s evolution from a single shop to a national presence, focusing on its growth and future strategies. (East Lansing, Michigan, US)

• Thu, 20 Mar – Rarebird Coffee secures US $1 million to expand and launch its first roastery. The caffeine-free coffee start-up will use funding from 43North’s accelerator to grow online sales, start a wholesale business, and work towards opening a roastery in Buffalo. Its Px-infused coffee, designed to offer a caffeine alternative, was patented in April 2024. (Buffalo, New York, US)

• Fri, 21 Mar – The Coffee Bean & Tea Leaf marks 63 years with the Tastemakers campaign. The brand highlights its LA roots and industry influence with new products, including a Dry Iced Americano lineup and a reintroduced horchata range. A limited-time US 63 cent brewed coffee offer will be available at select locations on 26 March. (Los Angeles, California, US)

Trade & production

• Mon, 17 Mar – Vietnam’s coffee output drops due to drought, worsening global shortages. Vietnam’s 2024-25 production is forecast at 26.5 million 60kg bags, down from the previous estimate and last season’s 27 million, due to adverse weather. The global shortfall has pushed robusta prices higher, but recent rains may support the next harvest’s yields. (Hanoi, Vietnam)

• Wed, 19 Mar – Coffee futures fall as Brazil’s 2024-25 sales hit 93%. Arabica futures closed at US $3.83/lb, while robusta fell to US $5,469/tonne. Safras&Mercado reported that 93% of Brazil’s 66.04 million-bag crop has been sold so far, well above 84% at the same point last year. Exports rose 8.8%, while domestic consumption reached 20.9 million bags despite increasing retail prices. (New York City, NY, US)

• Thu, 20 Mar – Japan faces matcha shortage amid global boom. Despite record production, Japan is struggling to meet rising demand fueled by social media and health trends. Limited harvests, ageing farmers, and traditional production methods constrain supply, while tourism worsens shortages. Efforts to boost production face climate and demographic challenges. (Tokyo, Japan)

• Thu, 20 Mar – Caravela Coffee opens dry mills in Guatemala and Mexico. The new facilities, Trilladora El Jaguar and Trilladora El Águila feature advanced processing technology, including optical sorters and dust aspiration systems. Each mill can process up to 25 bags per hour, enhancing quality control and efficiency for Caravela’s green coffee operations. (London, UK)

• Fri, 21 Mar – Italy invests €10 million in Ethiopian coffee sector. The funding, facilitated by the Italian Agency for Development Cooperation, aims to boost competitiveness, sustainability, and financial access for coffee producers. The initiative aligns with Ethiopia’s broader strategy to enhance value addition and compliance with international trade regulations. (Addis Ababa, Ethiopia)

Research

• Wed, 19 Mar – The latest FAO report highlights the impact of climate change on rising coffee prices. The UN warns that ongoing supply shortages in 2025, caused by prolonged droughts and excessive rainfall, could push prices higher, stressing the need for investment in climate resilience for smallholder farmers. (Rome, Italy)

• Fri, 21 Mar – ProfilePrint partners with Sucafina to implement AI-driven approach to assessing coffee quality. ProfilePrint’s unified global cupping model achieved accuracy within 0.88 points on quality scoring across Sucafina’s entire network, which spans 57 locations in 43 countries. A recent case study also demonstrates how ProfilePrint’s AI technology can streamline decision-making by handling routine assessments, which has increased throughput by up to 60% across Sucafina’s operations. (Singapore)

Events & competitions

• Mon, 17 Mar – Dublin Coffee Festival set for April 12-13 at RDS. The 2025 edition will feature over 50 roasters, free tastings, workshops, and the inaugural latte art competition. The event will also host the Irish Cup Tasters Championship alongside talks, panels, and live demonstrations. (Dublin, Ireland)

• Mon, 17 Mar – Brazilian Brewers Cup to be held in Campinas. The IAC will host the competition from 20 to 22 March, as well as public tastings and a coffee research showcase. (Campinas, Brazil)

• Tue, 18 Mar – COFFeEAST 2025 returns to Bucharest from 4 to 6 April. The second East European Coffee Culture Festival will take place at Hala Laminor, featuring over 250 exhibitors, 150 roasters, and 50 coffee shops. The event includes tastings, workshops, and the GreatEast Cup, highlighting barista skills in solo and team competitions. (Bucharest, Romania)

• Tue, 18 Mar – Café Show Vietnam returns on 17 to 19 April. The ninth edition will run at the Saigon Exhibition and Convention Center, featuring a trade show, workshops, and several competitions, including the Vietnamese Barista, Latte Art, and Brewers Cup Championships, in addition to the Asia Latte Art Battle. (Ho Chi Minh City, Vietnam)

• Tue, 18 Mar – Amsterdam Coffee Festival returns for its tenth anniversary. From 3 to 5 April 2025, the festival at NDSM-Loods will feature live roasting, barista battles, workshops, and cupping sessions. Attendees can enjoy unlimited specialty coffee, latte art, and a street food market. (Amsterdam, The Netherlands)

• Wed, 19 Mar – Paris Café Festival set for 12 to 14 April 2025. The event at Le Carreau du Temple will celebrate coffee culture, blending traditional espresso with new trends. Open to the public on 12 & 13 April and industry professionals on 14 April, the festival features competitions, exhibitors, and diverse coffee experiences, attracting over 10,000 visitors. (Paris, France)

• Wed, 19 Mar – La Marzocco host its first “Connected Days” event. The premium coffee equipment manufacturer presented a live-streamed keynote highlighting how IoT connectivity is shaping next-generation machines. (Florence, Italy)

• Thu, 20 Mar – MICE2025 sets presale ticket record. This year’s edition of the Melbourne International Coffee Expo, running until 22 March, sold 21% more advance tickets than any previous year. With over 100 exhibitors and new features like the Melbourne Coffee Festival, organisers expect the highest attendance in the event’s 13-year history. (Melbourne, Australia)

• Fri, 21 Mar – Industry experts Cleia Junqueira and Fabiana Carvalho to host two-day courses on multisensory flavour perception. Cleia, a coffee consultant, and Fabiana, a neuroscientist, will host the exclusive programme in Dubai on 26 & 27 April and Muscat on 29 & 30 April. Each day includes a lecture in the morning followed by practical tasting and sensory exercises in the afternoon.

• Fri, 21 Mar – Meridia hosts webinar about EUDR compliance in action with Passionfruit and Volcafe. The online event offered practical strategies for navigating EUDR compliance, covering data collection and verification, supply chain transparency, and responding to evolving customer requirements. Speakers, including Meridia CEO and founder Thomas Vaassen and Volcafe’s Sustainability Director Raphaelle Peinado, shared their insight on how to collect and verify field data efficiently to assess EUDR compliance.

Here are a few coffee news stories from previous weeks that you might find interesting. Take a look:

• Wed, 12 Mar – Starbucks revamps stores with more seating and power outlets. The chain is redesigning US stores to encourage customers to stay longer, adding more seating, power outlets and food displays. CEO Brian Niccol acknowledged past missteps in prioritising to-go service and aims to create a more inviting coffeehouse experience. (Seattle, Washington, US)

• Fri, 14 Mar – Coffee chains drive growth for Jollibee Foods Corp. JFC’s café segment now makes up 52% of its global stores, with Compose Coffee, The Coffee Bean & Tea Leaf, and Highlands Coffee expanding in 2024. Revenue rose 10.6% to US $4.7 billion, with EBITDA up 17%, as JFC plans to open up to 800 new stores in 2025. (Pasig City, Philippines)

• Fri, 14 Mar – Berjaya Food will introduce Paris Baguette to the UAE. The Malaysian group has signed an MoU with Samaya Food Investments to establish Paris Baguette bakery cafés in the UAE. This marks BFI’s expansion beyond ASEAN into the Middle East, aiming to meet the region’s demand for premium bakery and café experiences. (Dubai, UAE)

Photo credits: Specialty Coffee Association

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