Cup of Excellence and Alliance for Coffee Excellence aim to strengthen the bridge between quality-focused producers and discerning buyers while ensuring premium returns for farmers by partnering with V-Auction. Photo credit: Cup of Excellence
The Alliance for Coffee Excellence (ACE) and Cup of Excellence (COE) have announced a strategic partnership with V-Auction, a division of the Vollers Group, to serve as their official auction platform. This collaboration will debut with the Nicaragua competition winners' auction on June 19, 2025.
The partnership represents a significant advancement in digital coffee auctions, combining COE's 25-year legacy of excellence in coffee discovery with Vollers Group's 90+ years of logistics expertise. The V-Auction platform will enhance the transparency, efficiency, and accessibility that have been hallmarks of COE auctions since their inception in 1999.
"As we enter the next 25 years for Cup of Excellence, we are excited to form a partnership with an organization that is technologically advanced and that also supports our vision for the future," stated Erwin Mierisch, Executive Director at ACE. The collaboration aims to strengthen the bridge between quality-focused producers and discerning buyers while ensuring premium returns for farmers.
The implementation includes a planned live demonstration at the upcoming SCA Expo in Houston this April, followed by comprehensive online training sessions in both English and Spanish to facilitate user adoption.
Christian Vollers, General Manager at V-Auction, emphasized the alignment between the organizations: "This partnership is an investment in the future of specialty coffee auctions and sales, combining ACE and COE's dedication to quality with V-Auction's and the Vollers Group's experience in coffee logistics and digital transformation."
For coffee producers, this partnership promises increased visibility and market access. For buyers, it delivers an optimized bidding experience backed by robust technology and industry expertise. The collaboration reinforces both organizations' commitment to innovation while preserving the integrity and prestige of the Cup of Excellence program.
Since 1999, COE has held competitions in 16 coffee-producing nations, discovering remarkable coffees and bringing international recognition to individual farmers. This new chapter with V-Auction positions the program to continue its mission of advancing excellence in coffee through marketplace innovation.