Producer stories

The Dubai Coffee Auction online on March 13th | Producers Panel Recorded Live at WOC

The auction is in 2 days, don't miss the chance to register and bid.

Mar 11, 2025

Four World-Class Coffee Producers: Insights from the Dubai Coffee Auction Panel live at WOC 2025

The Dubai Coffee Auction, hosted by M-Cultivo in collaboration with the DMCC Coffee Center, served as a pivotal moment for the specialty coffee industry. Amidst the excitement of live bidding, David Paparelli, CEO of M-Cultivo, sat down with four distinguished producers for a panel exploring their four coffee origins:

Daniela Rodriguez from Los Rodriguez, Bolivia
Mokhtar Alkhanshali from Alkhanshali Estate, Yemen
Jorge Castro from Inmaculada Coffee Farms, Colombia
Kraig Lee from Kona Farm Direct, Hawaii, US

Their discussion traversed diverse topics, from personal coffee journeys to cutting-edge fermentation techniques, the role of auctions, and the future of specialty coffee. Below is a quick overview of their conversation.

A Defining Coffee Moment

Each producer shared the pivotal cup of coffee that redefined their perception of the beverage. Mokhtar Alkhanshali recalled an Ethiopian natural that shattered his expectations with its fruity complexity, steering him toward his mission in Yemen. Similarly, Jorge Castro, initially indifferent to coffee, was captivated by a natural Geisha brewed in a Chemex, which introduced him to the world of specialty coffee. The common thread? An awakening to the sensory potential of coffee beyond its traditional bitter and burnt stereotypes.

The Science and Controversy of Fermentation

The panel delved into the evolving landscape of coffee fermentation, particularly co-fermentation, a subject that continues to spark debate.

Daniela Rodriguez explained how Los Rodriguez has integrated wine industry practices into their fermentation methods. Inspired by Argentina’s meticulously controlled winemaking processes, they introduced enologists to their wet mill, developing precise lactic and alcoholic fermentations using indigenous microorganisms. “We believe in controlling fermentation to enhance the coffee’s natural attributes without altering its essence,” she emphasized.

Jorge Castro echoed the sentiment, underlining the importance of transparency. “People are buying flavor, but trust is key. If a coffee has undergone co-fermentation or infusion, buyers should be informed,” he stated.

Kraig Lee, from Hawaii, shared his experience using Vin 13 yeast, borrowed from the wine industry, to enhance fruitiness and body in SL34 and Geisha varieties. Mokhtar highlighted the challenges of uncontrolled fermentation in Yemen and advocated for better scientific integration in processing.

Challenges and Innovations in Coffee Farming

A major theme was the difficulty of sustaining high-quality coffee production amidst fluctuating market conditions. Jorge Castro noted how Colombia’s smallholder farmers, despite benefiting from rising C-market prices, often operate without truly understanding their costs. He detailed how Inmaculada uses data analytics and structured processes to optimize quality and profitability.

In Hawaii, Kraig Lee addressed the rising labor costs—averaging $20–$25 per hour—making coffee farming a financial challenge. Yet, he emphasized the importance of valuing workers: “We pay fair wages because without our team, we can’t produce the coffee we love.”

Daniela Rodriguez spoke about Los Rodriguez’s unique approach to talent acquisition, hiring experts from other industries—especially wine—to bring fresh perspectives to coffee. This cross-disciplinary approach has helped elevate Bolivia’s coffee quality and reputation.

The Role of Auctions in Specialty Coffee

Each producer reflected on how auctions have shaped their businesses and the broader specialty coffee market.

For Daniela Rodriguez, hosting Bolivia’s own auction was a way to showcase the country’s emerging coffee sector and diversity of varieties. Mokhtar Alkhanshali reminisced about launching Yemen’s first national coffee auction, despite immense logistical and political challenges. “It was a defining moment for Yemeni coffee,” he noted, stressing the importance of collective efforts to promote origin-specific excellence.

Kraig Lee highlighted how his participation in past auctions, including a Cup of Excellence event, boosted awareness of Hawaiian specialty coffee. “Being part of Dubai’s auction puts Kona coffee back on the global stage,” he said.

A Vision for the Future

Looking ahead, the panelists expressed optimism for the specialty coffee industry.

Jorge Castro emphasized the need for better consumer education, drawing parallels to the wine industry. “When consumers understand what goes into producing a high-quality coffee, they value it more,” he said. Daniela Rodriguez underscored the importance of transparency, explaining that fair prices for specialty coffee reflect not only quality but also the livelihoods of those behind each cup.

Mokhtar Alkhanshali offered a broader perspective, suggesting that specialty coffee is on the brink of a cultural shift, akin to California’s wine revolution in the 1970s. “Luxury markets are starting to recognize coffee’s complexity. We’re not reinventing the wheel—we’re reclaiming what coffee was meant to be,” he concluded.

Final Thoughts

As the panel wrapped up, David Paparelli highlighted the significance of these discussions in shaping the future of high-end specialty coffee. The Dubai Coffee Auction continues to be a platform not only for bidding on exceptional lots but also for advancing dialogue on innovation, sustainability, and the evolving role of coffee producers in the global market.

For those eager to explore and buy these extraordinary coffees, there's still time to register

The auctions starts at 2:00 PM Dubai time on March 13th.

While We Countdown: Are You Excited for Insights from Producers Featured in the Auction?

In this exciting lead-up, we invite you to watch the exclusive panel discussion recorded live at World of Coffee Dubai. This session of the CuppingTable Podcast dives deep into the future of high-end coffee, exploring fermentation techniques, sustainability, and the role of auctions in shaping the specialty coffee industry.