Focusing on AI, Sustainability, Made in Italy, and the New Price of a Cup of Coffee
The eighth edition of Trieste Coffee Experts – “Coffee Megatrends”, the B2B summit organized by Bazzara, concluded in Trieste, bringing together leading figures of the Italian coffee supply chain at the Savoia Excelsior Palace.
More than a conference, it acted as a shared strategic forum during what many describe as a “perfect storm” for the sector: market volatility, new regulations, digital transformation, and the repositioning of Made in Italy.
Over two days of discussions—streamed in Italian and English and moderated by Event Director Andrea Bazzara — in which producers, roasters, associations, and institutions addressed the industry’s most urgent challenges.
Reserved for professionals and certified as a Neutral Event, the summit reaffirmed Trieste’s role as the City of Coffee and a key hub for dialogue on coffee as a cultural and economic driver.
Opening the summit, Franco Bazzara (Bazzara Caffè) highlighted the event’s strong growth: a doubled audience compared to the previous edition, more partners, and viewers connected from over 23 countries.
He thanked supporters and welcomed Cuba as the 2025 focus country, noting that the new General States of Coffee and the Roasters Think Tank would help strengthen cohesion across the supply chain during a phase of profound change.
The first day, titled “Beans of Change”, opened with reflections on AI and the industry of the future. Father Paolo Benanti introduced the concept of “Algorethics,” calling for human-centered algorithm governance.
Paolo Andrigo (Accenture Song) explained how GenAI is transforming commercial processes, while Cristian Sartori (Siemens) outlined Industry 5.0 and the benefits of integrating “artificial brains” into production.
A Flash Talk by Anna Garneri (Matchplat) stressed the value of micro-data for strategic decision-making.
Sustainability was central in the afternoon session. Cuba’s Ambassador Mirta Granda Averhoff presented the island’s striking reforestation progress, and Michele Curto (BioCubaCafé / Lavazza Foundation) illustrated the blockchain-enabled traceability project.
Claudia Carroccia (Olam Italia) emphasized that sustainability is now a market entry requirement, while Sara Corallo (HostMilano) linked these themes to emerging consumption trends at major trade fairs.
Innovation and responsibility converged again with contributions from Enrico Metti (Brita) on water management, Andrea Gilli (IMA Petroncini) on AI-driven roasting machinery, Marco Schiavon (Caffè Borbone) on compostable single-serve systems, and Andrea Cometa (Apulia Software) on digital integration as the “nervous system” of modern roasting businesses.
The debut of the General States of Coffee brought together Italy’s main industry associations to discuss costs, market dynamics, the evolution of espresso, and a new pact for sustainable growth.
Participants included Francesca De Feo (Italian Coffee Committee – Italian Food Union), Massimiliano Fabian (European Coffee Federation), Paolo Ghidotti (European Vending & Coffee Service Association), Omar Zidarich (Italian Coffee Roasters Group), Alessandro Borea (Italian Espresso Institute), Giorgio Caballini (Consortium for the Protection of Traditional Italian Espresso Coffee), Arianna Mingardi (Trieste Coffee Association), Roberto Nocera (UCIMAC), Eleonora Pirovano (IWCA – Women in Coffee Italy), Alberto Polojac (SCA Italia), and Petra Zambelli (Fairtrade Italia).
The second day, titled “Italian Coffee Excellence”, focused on identity, markets, and storytelling. Domenico Sturabotti (Symbola Foundation) relaunched the idea that “cohesion is competition,” showing how companies investing in relationships, innovation, and sustainability outperform their peers — a key message for the coffee sector.
Maurizio Giuli (Simonelli Group) underlined the need for new business models in a mature global market, while Mario Rubino (Kimbo) explained how the company transformed its Neapolitan heritage into a contemporary international narrative.
A Flash Talk by Laura Tentoni (Sigep) connected these themes to out-of-home consumption and its growing links with pastry and gelato.
The discussion then shifted to transparency and craftsmanship. Rudi Albert (Alkaff) outlined the impact of the new EU Deforestation Regulation on green coffee imports; Alessandro Garbin (IMF) highlighted “artisan intelligence,” where human expertise meets advanced technology; Michele Cannone (Lavazza Group) described the post-pandemic “new normal,” with more premium and experience-driven consumption; and Alessandro Chelli (Trusty) showed how certification and data can substantiate sustainability claims.
The summit concluded with the launch of the Roasters Think Tank, which brought together nine Italian roasters — Franco Bazzara (Bazzara), Alessandro Borea (La Genovese), Michele Cannone (Lavazza Group), Arianna Mingardi (Amigos Caffè), Andrea Antonelli (Andrea Antonelli Roastery), Arturo Morettino (Morettino), Antonio Quarta (Quarta Caffè), Massimiliano Scala (Kimbo), and Stefania Trombetta (Caffè Trombetta) — to discuss pricing, perceived value, training, and a renewed vision of Made in Italy.
As tradition dictates, the Coffee Personality Award was presented on the first day. This year’s recipient, Michele Cannone (Lavazza Group), was recognized for combining international marketing, sustainability, and the enhancement of Italian coffee identity.
In his closing remarks, Andrea Bazzara noted that the summit once again proved to be a place where the sector not only meets but collectively designs the future of coffee.
The insights gathered will be compiled into a White Paper promoting quality coffee culture. He concluded by thanking partners, speakers, media, attendees, the Savoia Excelsior Palace, and the entire Bazzara team for making the eighth edition possible.
