Your Guide to Re:co Spotlight
Thank you so much for joining us at Re:co Spotlight this year! This meeting’s activities have been designed to bring industry representatives together to learn about and discuss an issue that directly impacts them: how roast color is measured and described in different contexts and markets and determine whether an industry-wide standard vocabulary for roast color designation would add value.
You’ll find more information below about the pre-event survey, the onsite agenda, and more.
Quick Links
Before You Arrive
REQUIRED FOR ALL PARTICIPANTS
Complete the Pre-Event Survey
This survey should take you somewhere between 10 to 20 minutes to complete, depending on the length of your responses.
Please complete it at your earliest convenience.
Bring Two Coffee Samples
Please prepare two (2) coffees for an on-site activity.
If you can, please bring in retail packaging (ideally with a roast color “name” or description present on the label)
At least 60g per sample recommended
Questions? Email alvink@sca.coffee.
RECOMMENDED (OPTIONAL)
Talk to Your Network
If you would like to further prepare for the meeting, we recommend reaching out to your network to ask questions and understand their perspective on this topic. Some questions you may want to ask include:
What role does roast color information play for your business? For consumers?
What benefits or barriers do you see when it comes to the idea of a standardizing roast color words?
Explore Related Reading
Highly Recommended Reading:
Developing Roast Color Standards for the Specialty Coffee Industry: A New Roast Color Measurement Approach
A white paper published by the SCA in 2025. This paper provides foundational context about why we're convening this group to discuss how we measure and communicate roast color.
Optional Reading for Those Wanting to Learn More:
What Color is Your Coffee? A plain language feature by Laudia Anokye-Bempah, Irwin R. Donis-González, and William D. Ristenpart that outlines research on roast color, funded by the Coffee Science Foundation and conducted at the U.C. Davis Coffee Center.
A Universal Color Curve for Roasted Arabica Coffee A scientific journal article resulting from the U.C. Davis Coffee Center’s research into roast color. Suitable for those who want a deep dive into roast color measurement systems.
Interpreting Attention Lucas Teixeira shares results from a study on the ways that specialty coffee consumers in Brazil interact with information on retail coffee labels, including roast color.
·Words of Attraction Plain language writing from cognitive psychologist Bente Klein Hazebroek and language professor Ilja Croijmans about how the words we use to describe coffee influence consumer behavior.
Meeting Agenda
You may check-in for the meeting any time between 10:00 am and 1:00 pm on Wednesday, April 8.
Please be ready to begin promptly at 1:00 pm, we have a lot to cover!
Wednesday | April 8, 2025
Meeting Venue
Ballroom 20D, Upper Level
San Diego Convention Center
111 Harbor Dr
San Diego, CA
92101
Dinner Venue
Union Kitchen & Tap
333 Fifth Avenue
San Diego, CA
1:00 pm Welcome & Framing
2:00 pm Level Setting Presentations: Measurement & Designation Research
3:00 pm Activity: Measurement & Placement
4:00 pm Discussion
4:30 pm Level Setting Presentations
Consumers & Roast Color
Landscape Assessment: Roast Color Designation Practices
5:30 pm Day 1 Close
6:00 pm Group walk to dinner
6:30 pm Dinner at Union Kitchen & Tap (5 minute walk from meeting venue)
8:00 am Breakfast & Coffee
9:00 am Day 2 Welcome & Overview of Activities
9:30 am Activity: To Categorize or Not Categorize?
10:00 am Discussion: Activity Debrief
11:00 am Presentation: Overview of Results
11:30 am Discussion: Benefits, Barriers
12:30 pm Lunch
2:00 pm Presentation: Communicating Sensory Information
2:30 pm Discussion: Brainstorming Solutions
3:30 pm Group Photo + Coffee Break
4:00 pm Report Out Gallery Walk (Optional)
5:00 pm Day 2 Close
Spotlight participants have been invited to join Cup of Excellence’s “Legends of Excellence” mixer (ending 6:00 pm) once Spotlight has been concluded.
Thursday | April 9, 2025
Meeting Venue
Ballroom 20D, Upper Level
San Diego Convention Center
111 Harbor Dr
San Diego, CA
92101
Level Setting Presenters
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Prof. William Ristenpart
PROFESSOR OF CHEMICAL ENGINEERING
FOUNDING DIRECTOR, UC DAVIS COFFEE CENTERWilliam Ristenpart is a Professor of Chemical Engineering at the University of California Davis. He received his Ph.D. from Princeton University and did his post-doctoral work at Harvard University. At UC Davis he developed the course "Design of Coffee: An Introduction to Chemical Engineering," which now teaches more than 2000 students per year. He is also the founding director of the U.C. Davis Coffee Center, the mission of which is to advance the state of research and education focused on the world’s most popular complex fluid.
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Dr. Irwin R. Donis-González
ASSOCIATE PROFESSOR, COOPERATIVE EXTENSION IN POSTHARVEST ENGINEERING
Dr. Irwin R. Donis-González joined the Dept. of Biological and Agricultural Engineering, and the Agriculture and Natural Resources (ANR) on October 15, 2015 as a Professor in Cooperative Extension, specialized in postharvest engineering. His research focuses on postharvest engineering, handling, storage, drying, transportation, refrigeration, and processing of agricultural commodities with a goal of reducing energy consumption, losses and waste while ensuring food quality and safety. In relationship to coffee, Dr. Donis-González is currently leading projects related to storability, kinetics of roasting, and assessment of quality attributes including color. He is also the Director of Latin American Relations at the UC Davis Coffee Center.
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Laudia Anokye-Bempah
COFFEE RESEARCHER
Laudia Anokye-Bempah is a Senior Technologist in Coffee Research & Development at The J.M. Smucker Co. She earned both her M.S. and Ph.D. in Biological Systems Engineering from the University of California, Davis. Her research focused on green coffee preservation and roasting kinetics, with the goal of developing a “Coffee Roasting Control Chart'' to optimize the roasting process and achieve desired product attributes.
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Peter Giuliano
SENIOR ADVISOR OF SCIENCE COMMUNICATION, SCA
Peter Giuliano is the Senior Advisor of Science Communication and Engagement Strategy for the SCA. With 35 years of experience in the coffee trade, he focuses on supporting, promoting, and communicating scientific and economic research that benefits the entire coffee industry.
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Alvin Kim
PORTFOLIO MANAGER FOR ROAST + RETAIL, SCA
Alvin Kim is the Portfolio Manager at the Specialty Coffee Association where his role centers on advocating for and empowering the Roast & Retail community. He designs and leads programs that facilitate the specialty coffee business community's innovation, collaboration, and sustainable growth across the coffee value chain. Drawing on an MBA from the University of Washington Foster School of Business and years of experience leading global marketing for premium coffee brands, Alvin combines strategic insight with a deep appreciation for the human side of coffee.
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Laurel Carmichael
CONTENT DEVELOPMENT DIRECTOR, SCA
Laurel Carmichael (they/them) is the Content Development Manager and Editor of 25 at the Specialty Coffee Association (SCA). At the SCA, their work involves writing, editing, and helping shape publications, and helping turn important coffee knowledge into hands-on learning activities. They're a trained historian and have spent over a decade as a barista, roaster, and green coffee buyer in their home country of New Zealand, and in Berlin, Germany.
Discussion Facilitators
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Kim Elena Ionescu
CHIEF STRATEGY DEVELOPMENT OFFICER, SCA
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Dr. Mario Fernández Alduenda
TECHNICAL VP, SCA
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Jenn Rugolo
INNOVATION VP, SCA
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Peter Giuliano
SENIOR ADVISOR OF SCIENCE COMMUNICATION, SCA
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Alvin Kim
PORTFOLIO MANAGER FOR ROAST + RETAIL, SCA
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Laurel Carmichael
CONTENT DEVELOPMENT DIRECTOR, SCA

