COE excellent Cup, which delineates the value system of coffee market.

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COE (Cup of Excellence) Outstanding Cup, organized by ACE (Alliance For Coffee Excellence), is simply a raw bean competition held separately by country, and the purpose of the competition is to discover excellent coffee beans from various producing areas. Winning coffee beans will also participate in raw bean auctions aimed at global buyers, which greatly enhances the price and quality of raw beans.

Coffee farmers increase their income, buyers can buy high-quality coffee beans more easily, and COE stickers look good.

COE was launched in 1999, the first is in Brazil, now there are 12 producing countries to participate, is currently the largest coffee raw bean competition. It is worth mentioning that this year, due to financial problems, the first Indonesian COE tournament was temporarily cancelled.

What is the birth of the Zhuoyue Cup COE?

In the face of the continuing low prices in the international market for coffee, the United Nations launched a plan to promote the economic independence of developing countries, that is, the United Nations Super Coffee Program (1997-2000). The aim is to test whether high-quality delicious coffee can be sold at a reasonable price. The production countries participating in the experiment are Brazil, Papua New Guinea, Ethiopia, Uganda and Burundi, while the markets participating in the experiment are in the United States and Japan.

Unexpectedly, it is Brazil that is the most difficult to produce "premium coffee" (the general term for fine coffee and premium coffee) among the five countries. Because, commonly known as the "Brazilian" quality identification method, the main purpose is to find shortcomings, which is quite negative, and is not suitable for the premium coffee market which actively introduces the advantages and characteristics of U flavor.

Finally, the Brazilian Fine Coffee Association (BSCA) succumbed to the requirements of the European and American boutique coffee industry and introduced the quality evaluation standard of the American Fine Coffee Association (SCAA): in 1999, the European Fine Coffee Association (SCAE) hosted a competition, and international tasters selected the best beans from coffee from all over Brazil and awarded the title of "King of Brazil". The award-winning best coffee beans later joined the online bidding.

In 2000, the scale of the competition was further expanded, and the number one coffee bean was awarded the title of "Outstanding Cup COE". Since then, coffee beans have established a cross-era international bidding network system, and proved that the long-awaited "independent of the international market" has become a reality. At the same time, the outstanding cup draws a clear line between the "commercial coffee" which depends on the market and the "boutique coffee" whose value system is different from that of the market.

This system can not only enhance the coffee manor's desire for production, but also enhance the evaluation and local popularity of the coffee manor and its surrounding areas, and then increase the coffee trading volume, which has multiple effects.

The traditional coffee industry mainly pursues a large number of marketing and commercial transactions, but driven by huge profits and commercialization, more and more attention has been paid to the quality and production source of coffee.

Before the advent of the Zhuoyue Cup, most coffee beans were mixed, the wonderful flavor of different coffee beans could not be highlighted, the flavor characteristics were submerged in the national or regional names, and the really good beans were often buried.

In order to give producers an incentive to grow high-quality coffee, high profits are needed to enable coffee growers to change their lives and extricate themselves from poverty. Therefore, there is a high-quality coffee evaluation meeting, using the COE system, according to the score evaluation ranking.

Affected by the attractive price, coffee growers who used to focus on production have also begun to work on quality, trying to create the most flavored coffee "beauty" to run.