In an effort to enhance its auction capabilities, the Cup of Excellence (CoE) coffee competition and auction program has announced a shift in its online auction provider partnership. Starting from 2025, CoE will collaborate with V-Auction, part of the Vollers Group logistics conglomerate. This marks a significant change as it ends the previous deal with M-Cultivo. The transition aims to improve the auction experience and create more opportunities for both farmers and buyers, while maintaining strong ties within the global coffee community.

The decision to partner with V-Auction stems from their acquisition of Sensible Development in late 2023, which previously provided auction services for CoE. This reunion signifies a strategic move towards optimizing the auction process. According to Erwin Mierisch, Executive Director of CoE, this collaboration will ensure a smooth and exceptional auction experience. It also supports the exploration of additional programs that can bring long-term benefits to all stakeholders involved.

M-Cultivo, although stepping aside from CoE auctions, remains committed to supporting the coffee industry. David Paparelli, CEO of M-Cultivo, expressed excitement about continuing to support the coffee community through other high-end auctions such as Best of Panama, The Dubai Coffee Auction, Colombia Land of Diversity, Best of Rwanda, and Best of Ecuador.

The Cup of Excellence program, celebrating its 25th anniversary this year, plays a crucial role in connecting coffee farmers with premium buyers on an international scale. Each competition focuses on a single country, involving local partners to showcase the finest coffees. International online auctions regularly achieve prices far exceeding traditional market channels, with some microlots fetching hundreds of dollars per pound.

For the upcoming period from 2025 into early 2026, CoE has scheduled 11 auctions. The first auction under V-Auction's management is set for June 19, featuring Nicaragua Cup of Excellence. This new chapter promises to further elevate the prestige and impact of the CoE program globally.

As CoE moves forward with V-Auction, the coffee community anticipates enhanced opportunities for growth and recognition. The partnership aims to streamline processes and maximize value for all participants, reinforcing the program's commitment to excellence and innovation in the coffee trade.