World of Coffee San Diego, Part Two: Favorite Moments from the Show Floor

More of our top takeaways from our time at WoC San Diego.

BY SOPHIE SHORT
BARISTA MAGAZINE ONLINE

Photos courtesy of Sophie Short

It’s been almost 48 hours since I spent an entire weekend in fluorescent lighting consuming vast quantities of caffeine with reckless abandon. Do I have regrets? No. Did I take three naps today? Yes. Am I struggling to decipher the notes I scrawled while scurrying around the show floor? Perhaps. 

Anyway, enough about my precarious state of existence. Let’s dive back into World of Coffee (WoC) San Diego 2026 and the exciting things we saw on the show floor!

Small-scale roasters were excited to share their product with consumers + importers alike

On the outskirts of the Roaster Village, various green importers positioned their booths to connect with current and prospective customers. When the clock struck 11am, the cuppings began. Roasters lined up to sample new lots and discuss their previous purchases, while importers gathered samples and stories from producers and roasters alike.

Most wholesome of all were the independent roasters with their favorite beans in hand, ready to share the product they were most proud of with importers.

Indianapolis-based Helm Coffee Roasters dropped off a delicious Colombian Pink Bourbon from producer Yulieth Mora. Brewed on a V60 and served as a compliment to ongoing cuppings, notes of yuzu, sangria, and raspberry filled the cup. Likewise, San Diego nano-roaster Color Magic brought samples of a new coffee collab with another local roaster, Friends of Friends, to share the love while sampling top lots from Guatemala for the coming year’s roast log. 

Coffee certifications aren’t all about coffee—Smithsonian Bird Friendly discusses the importance of migratory birds

On my quest for topics beyond arcade games and egg hunts, I found my way to the Smithsonian Bird Friendly certification booth. Sure, certifications are familiar territory for most, with some folks swearing by them and others uncertain if they’re worth the payout. When it comes to Smithsonian Bird Friendly, the focus feels different. 

In addition to holding quality standards, Bird Friendly conducts research in biodiversity conservation, carbon and climate, regenerative farming practices, and markets for conservation. The certification itself was created in response to research regarding migratory birds, primarily in the Americas, which revealed the effects of coffee production trends on their ecosystems. 

In the mid-late 20th century, many producers turned to full-sun growing with deforestation on and around farms. This disrupted the migratory patterns of many birds, resulting in crucial imbalance within local ecosystems. Bird Friendly encourages and certifies farmers to diversify their farming techniques to create biodiverse landscapes that fosters healthy habitats for birds and other wildlife.

A farewell to WoC San Diego

Yesterday, I helped some friends with the final load out from their booth. Between dodging forklifts and longing to leave fluorescent lighting far behind, I took a moment to watch the world go by as backdrops folded down, espresso machines returned to crates, and two union workers struggled to lift the big branded World of Coffee San Diego “W” sign onto a dolly.

Taking that pause let me truly see this event as nothing short of spectacular. Every year, this industry builds a small city and comes together to innovate, create, and inspire. And every year, that small city is deconstructed and tucked away for the next trade show. So here’s looking forward to World of Coffee 2027 and whatever ridiculous and wonderful things come with it! 

ABOUT THE AUTHOR

Sophie Short happily resides in San Diego, Calif., with her cat Sookie, though both maintain their New England demeanor. Sophie is a writer, coffee industry consultant, and lifelong hospitality professional. She collects furbies and enjoys long walks not on the beach but also snorkeling from the beach.

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