Dear Partners, Friends in Specialty,

Five years ago, we brewed the first chapter of CUPRIMA -right in the middle of a global standstill. No launch party, no big splash -just a small, committed team with a clear mission: to connect coffee with identity, even as the world paused during the pandemic.

What began in uncertain times quickly turned into a journey of challenges, growth, learning, and above all -connection. If you’ve sourced with us, cupped beside us, travelled with us (on the ground or online), replied to a newsletter, shared feedback, or joined a project –you’re part of this story.

We’re not ones for grand declarations, but we do believe in one simple truth: ‘Do what you say, say what you do’. And as we celebrate five years, we want to share this milestone with you -with a big, sincere High Five from our team to yours !

THE FIRST FIVE YEARS – THE NEXT FIVE MOVES

THE FIRST FIVE – STORIES FROM THE START

Together, they share what has made these first five years so meaningful -and where we go from here.

Thibault: ‘Looking back to five years ago feels both like yesterday and a lifetime ago. From our first cupping sessions to creating our logo, refining our offer, and defining our vision -time has flown. And what a start it was: right between two lockdowns! One of the first lessons we learned? ‘ Be ready to pivot ! From shifting logistics and changing market dynamics to the ongoing impact of climate change, we’ve learned to stay grounded -but always moving forward. Adaptability became our compass; resilience, our rhythm.’

‘Flexibility brings opportunity -but also complexity, especially at origin. While consumer trends shift rapidly, agricultural production moves at a different pace. Producers need time to align with evolving international demand. That’s where CUPRIMA steps in: bridging this gap. Our mission has never been to chase the most hyped or trend-driven lots, but to build reliability and long-term partnerships. We focus on ensuring both continuity and consistency -in volume and quality, crop after crop -while navigating a fast-moving market.’

‘CUPRIMA’s growth has been about adapting, evolving, and creating mutual value by aligning roasters’ expectations with the realities on the ground. It requires time, patience, and a deep understanding of both sides. Like any new venture, it’s been a rollercoaster -but so far, the highs are definitely winning! Strong relationships don’t happen overnight. They demand trust, commitment, and mutual benefit from both producers and roasters. Reciprocity and durability have been the cornerstones of our approach since day one.’

‘I’m incredibly proud to see the same producers’ coffees still on offer, year after year, and on the shelves of loyal roasters five years later. This continuity is the true measure of long-term impact, and step by step, we’ve built something meaningful. And we’re just getting started…’

Maxime: ‘I joined Cuprima in 2023, and this year marked my first sourcing trip to Central America, specifically Guatemala and El Salvador. It quickly became clear to me: nothing replaces boots on the ground. Walking the farms, cupping side by side with producers -that’s when the connection becomes real, and the work of a specialty coffee sourcer truly makes sense.’

‘The coffee value chain is incredibly complex and diverse -and to truly understand it, you need to see it, hear it, and experience it firsthand. Even in direct trade, the chain involves many intermediaries, each playing a vital role. Being on the ground allows you to grasp the full picture  -the realities behind every cup. I believe that presence brings perspective, and perspective is what builds real, lasting connection.’

‘One key insight from being on the ground? Trust is everything. In this industry, you’re constantly navigating across borders, cultures, systems, and supply chains -each with its own political and economic realities, and varying levels of traceability. Whether you’re working with a well-established partner or entering a new origin, there comes a point where you have to trust the process. Trust that the quality will meet expectations. Trust that the coffee will ship on time -or that every effort will be made. Trust that everyone along the chain, from farmer to exporter, has been treated and paid fairly. This kind of trust isn’t something you can quantify, report, or check off a list. But with so many people involved across so many regions, it’s the invisible thread that holds the entire value chain together.’

Michel: ‘CUPRIMA is EFICO GROUP’s Specialty Division -a natural extension of our long-standing commitment to origin diversity, quality, and lasting partnerships. Launched five years ago, it reflects our response to an evolving coffee landscape: growing interest in flavour diversity, deeper traceability, and more resilient supply chains.’

‘Driven by a focused team of Q-graders and green coffee specialists, CUPRIMA manages the selection, sourcing, logistics, and sales of specialty coffees -always with a practical mindset and a strong connection to realities in the field. We’ve never viewed specialty as separate from the broader market, but as an essential part of a value chain that must remain stable, adaptable, and built on trust.’

‘As EFICO approaches its 100th year in coffee, authenticity has been a guiding principle for nearly a century. It’s about showing up, staying grounded, and remaining true to the values that shape who we are and how we source. Sustainability has always been part of this ethos -not just at origin, but throughout the entire supply chain. It’s about fostering long-term, purposeful partnerships, embracing traceability, and staying ahead of evolving regulations like EUDR. CUPRIMA, as part of EFICO GROUP, contributes to this broader mission, bringing these same values, authenticity, and focus to an increasingly dynamic segment of the market, while staying firmly rooted in our principles.’

THE NEXT FIVE – WHAT’s BREWING AT CUPRIMA ?

Five years in, and we’re just getting started.

Looking ahead, one thing is certain: growth goes beyond volume. It’s about purpose, presence, and meaningful partnerships. The world around us is changing rapidly -from new environmental regulations to evolving consumer expectations. But with solid foundations and a clear sense of direction, we’re ready to meet what comes next…

Here’s a glimpse into what’s brewing for CUPRIMA, shared by the people driving the next chapter.

Thibault: ‘As we look to the next five years, our focus is clear: Sustainability Without the Hype. At CUPRIMA, that means doubling down on sourcing that truly works -environmentally, socially, and economically. It’s not about slogans or checkboxes, but about making grounded decisions that hold up in the field.’

‘With the EU Deforestation Regulation (EUDR) taking effect, we’re not standing by. We’re already building smarter, more resilient supply chains -designed to meet evolving standards while strengthening the long-term relationships we’ve built at origin. That means more traceability, more transparency, and even closer collaboration with our producing partners. And we’re doing it hand-in-hand with the EFICO Group’s Sustainability Team -because responsible stewardship in coffee doesn’t start with ticking boxes. It starts with how you work, every day, with integrity and intent.’

Maxime: ‘We are at a point where Cuprima is no longer just a project; it is a reality with a tangible impact on producers, roasters, and all the actors in the value chain. Our focus now is on expanding both the volume and quality of our sourcing to continue growing alongside our partner roasters. To achieve this, forecasting will be key to growing smartly. Our CUPRIMA Harvest Calendar is a practical tool designed to help roasters plan their sourcing in sync with the timing at origin. This ensures we are more intentional, aligned, and always one step ahead.’

‘Growing smartly also means growing in line with our values. It’s about sourcing with identity in mind: listening closely, understanding each context, and translating roaster needs into field realities with more precision than ever.’

‘At the same time, we need to look ahead -and be ready for the future of coffee production. Whether it’s through new species or varietals, innovative processing methods, or emerging origins -or most likely, a ‘blend’ of all three, we have to keep our eyes (and senses) open, and shape the future together with producers and roasters. In that spirit, we’ll continue supporting World Coffee Research, who is doing an amazing job on the field to drive science-based agricultural solutions for generations to come.’

Thibault: ‘Specialty coffee can often be full of buzzwords and marketing stories. But with so much complexity behind each cup, we believe in sharing stories that truly matter -not just for marketing, but to foster real understanding. Working in this industry comes with a responsibility to share relevant, contextualised information that is genuinely informative and useful for end consumers.’

‘We’re committed to making knowledge accessible -from farm updates and price insights to traceability deep dives. Not just polished content, but also field notes, honest reflections, and practical context. For us, sharing knowledge is just as important as sharing roasting samples.’

‘Our tools? Newsletters, blogs, events, WhatsApp chats, and coffee table conversations. Because while technology is great, conversation is better. So let’s stay in touch -whether it’s a quick message, a catch-up at a booth, or a shared cup at your roastery or at origin. We’re always up for connecting and exchanging ideas. Let’s stay connected. Let’s share our expertise. And let’s keep building something meaningful -together !’

Michel: ‘As we mark five years of CUPRIMA, we’re not just celebrating a milestone –we’re honouring the legacy we come from and investing in the future we believe in. The creation of CUPRIMA was part of a broader vision: to meet the growing demand for coffee with identity, to deepen our roots at origin, and to develop sourcing models that reflect the realities of a changing world. CUPRIMA brings fresh energy, a focused specialty mindset, and a commitment to authenticity -values that align deeply with EFICO GROUP’s mission and that we’re proud to support.’

‘Looking ahead, 2026 will mark 100 years since EFICO GROUP began its journey in green coffee -a century of navigating markets, building trust, and staying curious. CUPRIMA is a natural extension of that legacy, built to respond to today’s challenges while staying true to the relationships and principles that define us.’

‘Together with our partners -from producers to roasters, we’re shaping a future for coffee that is rooted in purpose, built on shared expertise, and ready for what’s next.’