PRF El Salvador attracts biggest roaster attendance yet and crowns world’s best roaster
Key takeaways
- The 11th edition of Producer & Roaster Forum (PRF) took place on 26 & 27 March 2026 at the Hilton Hotel in San Salvador, El Salvador.
- The event coincided with the 2025 Global Coffee Awards World Championship, resulting in PRF’s biggest roaster attendance to date.
- PRF El Salvador hosted PRF Voices, the fifth Global Roasting Contest, the seventh Cold Brew Coffee Championship, the second Soil of Excellence competition, the second Global Cupping Championship, Producer-Roaster Matchmaking, and Seed Connect.
Producer & Roaster Forum (PRF) has hosted events in coffee-producing countries for over ten years, facilitating long-term connections between producers and roasters from around the world.
The most recent edition took place on 26 & 27 March 2026 at the Hilton Hotel in San Salvador, El Salvador. It coincided with the 2025 Global Coffee Awards World Championship, where Lithuania’s Huracán Coffee won Gold, marking PRF’s largest and most impactful event to date.
In addition to the PRF Voices programme, which featured lectures from leading industry figures, PRF El Salvador hosted panels, workshops, cuppings, and Brew Bars.
It also included the fifth Global Roasting Contest, the seventh Cold Brew Coffee Championship, the second Soil of Excellence competition, the second Global Cupping Championship, Producer-Roaster Matchmaking, and Seed Connect.
Read on to find out more about what happened at the two-day forum.
Learn more about PRF here.
PRF celebrates another year of success
For 11 years, PRF has been a leading event in the global coffee sector. Each two-day forum brings international industry professionals and experts together in a major coffee-producing country. Brazil, Colombia, Honduras, El Salvador, and Guatemala have hosted previous editions.
The forum serves as a platform for thousands of producers, roasters, exporters, importers, and baristas to network, build long-term relationships, discuss the industry’s most pressing topics, and propose solutions to current challenges in the global coffee sector.
“The first-ever edition took place in a mill in El Salvador, so it feels like we have come full circle this year,” says Andrea Mela-Leon, the COO of PRF. “Year after year, PRF continues to grow, and we saw the highest attendance on record at this event.”
More than 4,116 people attended the forum, including 1,146 producers, offering roasters an opportunity to connect with and learn from farmers firsthand. More than 372 green coffee buyers and roasters from the US, the UK, Greece, Georgia, Bulgaria, Austria, Belgium, Guatemala, Lithuania, Canada, Spain, France, Nicaragua, Colombia, Australia, Poland, Costa Rica, Italy, Brazil, Kenya, Ireland, Switzerland, and Romania were in attendance, making it one of the coffee industry’s most global events.
Some of these roasters included the US’ Onyx Coffee Lab, Critical Mass Coffee, Lofty Coffee, Long Story Coffee, Verve Coffee, Mill Cross Coffee, and Utopian Coffee. The UK’s Tree Artisan Coffee and Australia’s Ocean Grind also attended, as well as Colombia’s Casa Landino, Poland’s Audun Coffee, Lithuania’s Vero Coffee House, Greece’s Kafea Terra, Colombia’s Café Cultor, and El Salvador’s Academia Barista Pro.
A total of 189 volunteers also supported the event, with 386 Becado scholarship recipients in attendance.
Why PRF matters
“What keeps bringing me back to PRF is its deep connection to the coffee industry,” says Erik Busch, the owner of LongStory Coffee in Illinois, US, who was also a speaker at PRF El Salvador. “When I first went, it was to join the Sourcing Trip Experience and visit my first coffee farm. But every year, it has grown deeper than that.
“PRF not only allows me to connect with producers that we now have direct trade partnerships with, but it lets me connect with the industry as a whole. The conference talks and masterclasses have helped me gain more insight into the industry as a roaster and to understand what is happening with producers.
“Also, the connection I get to make with fellow roasters is invaluable. Learning how their businesses operate all over the world, and in their own special ways, helps my business expand its creativity,” he adds. “The friendships I have made with the roasters have also given me a shoulder to lean on, allowing me to ask others in the industry questions and for them to do the same.”
PRF continues to grow
With market volatility continuing to define the coffee industry, roasters are seeking more control over their supply chains and closer ties with producers. In turn, events like PRF have grown in prominence.
MTPak Coffee, a leading global supplier of custom-printed coffee packaging, is the PRF Diamond Sponsor. The company has partnered on a multi-year deal to sponsor future events.
“We were proud to be the Diamond Sponsor of PRF El Salvador, as well as the sponsor of the Sourcing Trip Experience (STE),” says Mark Zhou, the founder of MTPak Coffee. “As long-standing supporters of the global coffee community, partnering with PRF at this level reflects our continued commitment to producers, roasters, and the relationships that power the coffee supply chain.
“We’re committed to supporting an event that prioritises transparency, collaboration, and meaningful connections, and we look forward to being part of the conversations that matter most in the years ahead.”
As part of the partnership, PRF launched MTPak Scholarships, enabling producers from El Salvador and other producing countries to attend the forum at no cost.
PRF El Salvador is expected to generate US$15.7m in green coffee sales, supporting one of Latin America’s leading coffee origins. This has never been more important; according to the latest USDA report, El Salvador’s coffee sector continues to struggle with labour shortages and high input costs.
OBIIS (One Big Island in Space), a farm-direct model that buys coffee from producers, is a PRF Gold Sponsor and a long-time partner. OBIIS screened the La Fortaleza documentary during PRF El Salvador, spotlighting the success and challenges of Mexican coffee producers.
Supporting Salvadoran coffee
The Instituto Salvadoreño del Café (ISC), El Salvador’s national coffee association, was the Host Country Partner. Globally recognised for varieties such as Bourbon, Pacas, Cuacatleco, and Pacamara, Salvadoran coffee stands out not only for its sensory profiles but also for its sustainable shade-grown production model.
Functional specialty coffee brand Purity Coffee is a long-term partner and the PRF Bronze Sponsor. The company was also a Producer Partner and sponsored smallholder producers’ attendance at the event.
Producer Partners Swiss Water, a decaf processing company; Catholic Relief Services, an international humanitarian agency; and Greek roaster TAF Coffee also provided free access to smallholder producers.
Volunteer Sponsor and specialty coffee importer Copan Trade hosted a cupping session and exclusive networking activities for volunteers.
“The highlights of PRF this year for me were the return of Belco’s Soil of Excellence, the addition of the GCA ceremony, and the conference talks,” Erik says. “Belco has an extremely unique way of looking at coffee quality through the Soil of Excellence, which goes deeper than just the flavour in the cup.
“The GCA ceremony was great to see, and it brought top-class roasters from around the world to PRF. Because of this, I was able to network and connect with them,” he adds. “Lastly, the conference talks are always great, as I strive never to settle and to keep learning, and PRF allows me to do that.”
Competitions at PRF El Salvador
PRF El Salvador hosted five innovative competitions: the fifth Global Roasting Contest, the seventh Cold Brew Coffee Championship, the second Soil of Excellence competition (including two editions for coffee and cacao), and the second Global Cupping Championship.
The fifth Global Roasting Contest was sponsored by Cropster. The Equipment Partner was Nucleus Coffee Tools, and the Green Coffee Partners were COAUSOLES and Café Don Justo.
Competitors were required to roast and blend specialty coffees, with winners chosen through expert judging. Gerardo Avila was the winner, with Austin Demeter placing second, and Edna Santos and Scott Gilbert tying in third place.
The seventh Cold Brew Coffee Championship, sponsored by Toddy, was held at the event. Participants had to prepare two exceptional cold-brew-based beverages using a coffee of their choice, including a designer drink. Byron Meléndez placed first, Melissa Rodríguez came second, and previous Cold Brew Coffee Champion Julián Trejos placed third.
Innovative coffee championships
The second Soil of Excellence competition also took place, split into two editions. Sponsored by Belco, the Soil of Excellence coffee competition highlights the importance of soil health and regenerative agriculture in producing high-quality coffee. The Soil of Excellence cacao edition, sponsored by Nahù, highlights the same achievements in growing fine cacao.
The winner of the Soil of Excellence Coffee was María Milagro Centeno of Finca Las Marías. Francisco Rafael Meza of Finca Santa Lina placed second, while Maria Elena de Botto of Finca San Juan placed third.
Cyrille Beraud of Finca La Catarina won the Soil of Excellence Cacao. Luis Barrientos of Finca Comalapa placed second, and Elmer of Finca Copinol Escondido placed third.
PRF El Salvador also hosted the second Global Cupping Championship, sponsored by Global Coffee Awards, and Behmor was the Equipment Partner. Competitors had to evaluate aroma, flavour, acidity, body, and balance with precision, with Pedro Turcios announced as the winner.
As part of its Diamond Sponsorship, MTPak Coffee launched the World’s Greatest Coffee Packaging (WGCP) competition. Ember Goods of Washington, US, was announced the winner, chosen for its unique coffee boxes with matchbox striker strips. Its packaging was featured front and centre on a large mural, and other finalists and honourable mentions were on display across the event.
The 2025 Global Coffee Awards World Championship
The Global Coffee Awards (GCA) World Championship took place from 20 to 23 March 2026 ahead of PRF El Salvador.
Throughout 2025, the GCA hosted competitions in the US & Canada, Europe, and Origin Roasted (any coffee-producing country) to recognise the best roasters in these regions and the producers behind their coffees.
More than 2,000 samples were submitted by roasters from over 125 countries, culminating in one of the most dynamic competitions in the coffee industry. The top 30 roasters from 16 different countries were exclusively invited to the World Championship, where they competed for international recognition and the title of World’s Best Roaster.
“The level of dedication and commitment shown by these roasters and producers was incredible,” says Andrea. “It was an honour to bring them all together for one night to celebrate their achievements.”
On the evening of 26 March, the GCA Awards Ceremony and Annual Dinner took place at the Hilton Hotel in San Salvador. During this prestigious celebration, all winning roasters from the three regional competitions, the producers behind each winning coffee, and the newly crowned World Champions were formally announced, recognised, and awarded trophies.
The top three winners were Lithuania’s Huracán Coffee (Gold), Greece’s KAFEA Terra (Silver), and Colombia’s Café Cultor (Bronze).
Global Coffee Awards 2026
This year, the GCA will expand into the Middle East and North Africa (MENA), Asia, Africa, and Latin America to build on its explosive growth. Given the current conflict in the Middle East, the MENA, Africa, and Asia editions will now take place in the US. The full 2026 GCA schedule includes:
- MENA (Middle East and North Africa): 15 June 2026. Judging will take place at Balzac Brothers in Charleston, South Carolina, US
- Africa (excluding MENA countries): 16 June 2026 at Balzac Brothers
- Asia (excluding MENA countries): 17 June 2026 at Balzac Brothers
- US & Canada: 10 August 2026. Judging will take place at Copan Trade in Houston, Texas, US
- Latin America: 12 August 2026 at Copan Trade
- Europe: 12 October 2026. Judging will take place at Belco in Bordeaux, France
All coffees submitted for the GCA MENA, Asia, and Africa editions must be received by 1 June 2026. The entry kits, which include judging forms, are available below:
The winning regional roasters will be exclusively invited to compete in the 2026 GCA World Championships, to be held at PRF 2027, with a location to be confirmed in the coming months. This will include the GCA Awards Ceremony and Annual Dinner, giving roasters and producers the opportunity to network with industry leaders and experts.
What else happened at the event?
The Producer-Roaster Matchmaking programme, sponsored by Algrano, returned after its successful launch at PRF 2025 Honduras. This space is dedicated to facilitating face-to-face conversations through a quick, structured speed-networking format. Algrano also offered supply chain expertise, logistical support, key financial information, and live translations to assist producers and roasters.
Seed Connect was a new initiative that connected past Seed winners with key decision-makers across the coffee industry. “PRF strives to open new doors and create more opportunities for people who are positively impacting their communities and the wider coffee industry,” Andrea says. “These entrepreneurs deserve recognition and support for their efforts, which are needed more than ever.”
Past scholarship recipients had the opportunity to meet with exporters, CEOs, buyers, and mentors to ensure Seed projects grow with support and guidance. There was also a public Seed Connect panel session, followed by a networking space where attendees could meet past winners, ask questions, and discuss potential collaborations.
PRF Voices
Like other PRF events, the 11th edition featured a tailored PRF Voices programme that included some of the industry’s foremost figures and experts. This year, lectures and panels focused on a number of topics, such as:
- Quality vs Novelty: Integrating Tradition and Innovation in Specialty Coffee (Dakota Graff, Onyx Coffee Lab, US)
- Soil Chromatography: A Practical Tool for Organic and Regenerative Transition (Tulio Lozano, Hay Campo Para Todos, Colombia)
- Surviving EUDR: Turning New Deforestation Regulations into a Competitive Advantage (Mireya Levi, CLAC, Ecuador)
- Data-Driven Coffee: How Producers and Roasters Stay Ahead in 2026 (Griffin Hall, Verve Coffee Roasters, US)
- Thermodynamics of Flavour: Roasting Protocols for Infused & Co-Fermented Coffees (Otto Cabrea, Tostaduría Puro Fermento, Guatemala)
- Understanding the Global Coffee Awards: Standards, Process, and Impact (Martin Suard, L’Arbre à Café, France)
The event also included masterclasses led by OBIIS and Toddy, as well as workshops and cuppings, showcasing some of Latin America’s best producers and traders and highlighting the region’s coffee diversity.
Brew bars
There was also an Espresso Bar, sponsored by Tecnochef; a Brew Bar, sponsored by Global Coffee Awards, with equipment provided by Behmor; and a Cold Brew Bar, sponsored by Toddy, where attendees could try exceptional coffees and producers could connect with potential buyers.
Finally, the Sourcing Trip Experience (STE), sponsored by STE Hosts Mav Coffee, COAUSOLES, and Don Justo, included roasters such as Sweet Bloom Coffee, Utopian Coffee, Lofty Coffee Roasters, Tree Artisan Coffee House, Kaffea Terra, Vero Coffee House, Mill Cross Coffee, Critical Mass Coffee, and many more.
PRF El Salvador signifies over a decade of pioneering coffee events at origin, bringing producers and roasters together to forge long-lasting working relationships.
“Looking ahead, we’ll continue to keep building on our success,” says Andrea. “Roasters and producers from around the world prove how valuable this platform is, returning every year to maintain meaningful partnerships.”
The location and dates for the next two-day PRF forum will be announced in the coming weeks.
You can stay up to date with all announcements for PRF here or by subscribing to the newsletter here.
Photo credits: Producer & Roaster Forum
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