Reflecting on 2024: Coffee's Evolution and Challenges

Reflecting on 2024

As 2024 winds down, it’s the perfect time to take a step back and reflect on the stories that shaped the coffee industry this year. While these five topics may not represent the biggest impacts across the global coffee landscape, they highlight significant shifts, challenges, and innovations that have influenced the way we grow, roast, and enjoy coffee.

This newsletter has been running for 20 weeks now, and as we hit this small milestone, we wanted to pause and explore some of the key moments that caught our attention in 2024. From the staying power of alternative milks in cafés to the rising complexities of the C market, these stories offer a snapshot of an industry that’s constantly evolving. Here’s a look at the themes that have left their mark this year and what they might mean for the road ahead.

1. Coffee Prices SMASH Record Highs

Yes, yes, the C market again! In 2024, the C market for Arabica coffee soared past $3.35 per pound—a record high. This surge was fuelled by severe weather in Brazil, speculative trading, and global supply chain pressures. While the spike brought short-term financial relief to producers, particularly those selling commodity coffee, it also came with challenges like soaring production costs, labour shortages, and higher input prices.

For specialty roasters, the high C market added strain, with rising green coffee costs making it tough to balance quality sourcing with affordability for consumers. Many leaned into direct trade relationships to bypass some of the volatility, but retail coffee prices still climbed—pushing more conversations about the true cost of coffee and the need for sustainable practices. Will prices fall in 2025? Stay tuned for our upcoming predictions for the year ahead.

Meanwhile on the other end of the spectrum, there were records set for the highest price point ever paid, with a 3kg lot from Panama eclipsing $13,518/kg!

2. EUDR Creates Pain for Producers and Roasters in the EU

The EU Deforestation-Free Regulation (EUDR), introduced in 2024, shook the coffee industry with its stringent requirements. Producers must now provide detailed proof that their coffee is grown on non-deforested land post-2020, a daunting task for those in regions with limited resources.

For EU roasters, sourcing compliant coffee has become more complex and costly, with traceability taking centre stage in procurement decisions. While the regulation’s goal to curb deforestation and promote sustainability is commendable, it risks sidelining small-scale producers who struggle to meet these demands. The regulation's enforcement has been delayed until the end of 2025, giving the industry more time to adapt. You can dive deeper into our take on the EUDR here.

3. The Staying Power of Alternative Milks in Cafes

In 2024, alternative milks like oat, almond, and soy cemented their status as café staples, with reports suggesting that nearly 50% of all coffee orders now feature plant-based milk.

While often promoted as healthier and more eco-friendly, alternative milks sparked debate. Many are highly processed with hard-to-pronounce ingredients, while options like almond milk have been criticised for their environmental impact, particularly high water usage.

Despite these complexities, the rise of plant-based milks reflects a significant consumer shift toward sustainability and dietary diversity, prompting cafés to adapt to evolving preferences.

4. The Rise of New Processing Methods

Innovative coffee processing methods like thermal shock and co-fermentations took center stage, sparking heated debates across the coffee supply chain, within different competitions. From baristas and roasters to producers and consumers, opinions ranged from enthusiastic support to outright skepticism.

Thermal shock, which involves rapid temperature changes to enhance flavour, has gained traction for producing vibrant, dynamic cups. Co-fermentations, where coffee cherries are fermented with additional fruits or ingredients, have introduced bold, unconventional flavour profiles that challenge traditional expectations. While some celebrate these methods for pushing boundaries and unlocking new sensory possibilities, others critique them as gimmicky or detracting from coffee's natural terroir.

Whether loved or loathed, these new methods are undeniably reshaping the coffee landscape, inviting fresh perspectives on what coffee can be and how it can evolve. As the industry grapples with these changes, the conversations they spark will likely influence the next wave of coffee innovation.

5. I’m going to go personal, Stop and Smell the Flowers

This year we had a mantra, “Stop and Smell the Flowers” thanks to 2024 World Barista Champion, Mikael Jasin. It was a powerful competition performance that we believe may change the landscape of competitions and how baristas go about building their competition routines in the future.

Competition or not, it’s a great reminder to stop and reflect. We should always have time in our busy lives to Stop and Smell the Flowers.

If you didn’t see the documentary we released, maybe bookmark it for your holiday

Reading: Why We Sleep by Matthew Walker — Hard to live by with all this jet lag, but it’s a fascinating deep dive into the science of sleep and its profound effects on health, performance, and well-being

Watching: Want to see a little highlight reel of that places we’ve been recently for coffee?

Listening: The History of Christmas by the Stuff You Should Know Podcast. The what, why, and how of Christmas traditions, all wrapped up in an entertaining and insightful episode.

Brewing: Mulled Wine — Drank a little too much of this recipe last night, but it’s a must-try to warm the mind, body, and soul.

respond with a photo of your brew bar or get creative with an AI generated scene and we’ll feature and share in an upcoming week of BTD

Distance: Buy the Drip run club. Clocking some kilometers. Two people ran marathons this week, big ups to them. Help us push a few more kilometers through this week?

We’re considering how to improve this segment also.

We want to motivate people to be active and live healthy lifestyles

Want to join us as we hit the road? Let’s connect on Strava! or, join our Whoop group - just respond to the email and let’s grind together!