How the COE Coffee Auction System Is Changing

Specialty coffee buyers and roasters who follow the Cup of Excellence (COE) program may have noticed an important shift: fewer countries are appearing in next year’s auction calendar. That’s not an accident — it’s part of a larger restructuring effort by the Alliance for Coffee Excellence (ACE) to improve how high-quality coffee is bought and sold through its global auction system.

In 2024, the COE auction will include only Brazil, Colombia, Costa Rica, Guatemala, and Honduras. That’s a reduction from ten countries previously, with African origins like Burundi and Rwanda paused indefinitely.

Why the COE Auction Is Scaling Back

The Alliance for Coffee Excellence recently announced that after 16 years of running monthly auctions across multiple countries — starting with Brazil and expanding to include Burundi, Rwanda, Mexico, El Salvador, Nicaragua, Honduras, Guatemala, Costa Rica, Panama, and others — it will significantly reduce the number of participating countries in 2024. Only five countries will remain: Brazil, Colombia, Costa Rica, Guatemala, and Honduras. Burundi and Rwanda, part of the newer African expansion, will not be included next year.

This change is described as a temporary measure dating back to 2016, and ACE hopes to restore the previous scale in 2025. The immediate reduction allows the organization to focus resources on fixing core issues rather than managing a sprawling, global operation.

What’s Broken in the Current COE Auction System?

ACE has pinpointed four major areas for improvement: the auction system itself, evaluation standards, post-auction logistics, and the digital tools available to buyers and producers. Each plays a critical role in ensuring farmers are paid fairly and buyers receive the quality they pay for.

The Online Auction Process

The current online auction format includes an optional simulation round for qualified bidders. Auctions are anonymous, with a starting price of $4 per pound and minimum bid increments of $0.10. Bidding continues until all lots are claimed, followed by a final three-minute extension to accept last bids. The system is designed to prevent premature deal-making, but ACE suspects offline collusion among a small group of international buyers may still occur — a vulnerability it aims to address.

Evaluation Standards

COE uses a cupping protocol that evolved from SCAA/CQI standards. While the specific cupping sheet — whether SCAA or COE — doesn’t fundamentally change the outcome, maintaining consistent and rigorous evaluation is key to ensuring only truly exceptional coffees make it to auction. ACE has not announced a full revision of the scoring system, but “updating existing evaluation criteria” is listed as a priority.

Shipping and Logistics

A major pain point for international buyers, especially those in China, is the complexity of getting auction lots delivered after purchase. ACE has acknowledged that improving post-auction shipping, particularly to China, is essential as more individual buyers in the region enter the market. Reliable, transparent logistics directly impact the final value and accessibility of COE coffees.

Digital Cupping Tools

The organization also plans to develop an electronic cupping form, moving away from printed A4 sheets. This shift addresses environmental concerns and improves usability, sharing, and efficiency for cuppers who evaluate dozens of samples during the selection process.

What This Means for Coffee Buyers and Producers

For buyers, the smaller auction field in 2024 means fewer options, but potentially more focus on quality and transparency. For producers in the selected countries, the changes aim to ensure that the COE label continues to mean premium prices and global recognition — but only if the system works better for everyone involved.

The move to pause newer regions like Burundi and Rwanda reflects a strategic decision to consolidate rather than expand too quickly. The Alliance clearly believes that maintaining integrity and solving existing problems is more important than chasing rapid international growth.

Frequently Asked Questions

Which countries will be in the 2024 COE auction?

In 2024, the COE auction will feature only five countries: Brazil, Colombia, Costa Rica, Guatemala, and Honduras. Burundi and Rwanda will not participate, and other previously included origins like Mexico, El Salvador, Nicaragua, and Panama are also paused this year.

Why is the COE auction reducing the number of countries?

ACE has chosen to reduce the auction’s geographic scope to focus on improving the auction system, evaluation standards, shipping logistics, and digital tools. The change is described as a temporary measure, with hopes to return to a larger scale in 2025.

What issues is the Alliance for Coffee Excellence trying to fix?

ACE is addressing four main problems: improving the online auction platform to prevent collusion, updating evaluation criteria, solving shipping challenges (especially to China), and creating an electronic cupping form to replace printed sheets.

Will COE evaluation standards change in 2024?

ACE has not confirmed a full revision of the cupping standards, but it has listed “updating existing evaluation criteria” as one of its priorities. The COE system currently uses a protocol based on SCAA/CQI cupping forms.

How does the COE online auction work?

The COE auction is anonymous, starts at $4 per pound, and allows bids in $0.10 increments. Bidding continues until all lots are sold, with a final three-minute extension period. A simulation round is available for qualified bidders before the live event.

Is the COE auction still worth it for buyers?

Yes, but with fewer origins in 2024, buyers can expect more focused selections. The auction’s reputation for high-scoring coffees remains, though ACE is working to resolve structural issues that affect fairness and logistics.

FrontStreet Coffee Beans Ideal for COE Lovers

For fans of COE auction coffees, try FrontStreet Coffee’s Ethiopia Guji Huamela — a vibrant Ethiopian lot with notes of citrus, jasmine, and tropical fruit, reflecting the kind of high-scoring profiles often celebrated in COE selections. Pair it with FrontStreet’s Kenya Gakuyuni AB, offering blackcurrant, tart cherry, and winey acidity typical of top Kenyan auctions. Finally, FrontStreet’s Panama Geisha Boquete showcases the floral, jasmine-forward complexity often associated with COE-winning lots. These beans highlight the qualities buyers seek in elite auctions. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.