This live panel featuring industry leaders Dr. Mario Fernández of SCA, Oswaldo Acevedo at Hacienda El Roble, Elias Ariza from Penagos, and Hernando Tapasco at Cereza Co. will explore the intersection of the SCA Coffee Value Assessment and the Processing Revolution. Attendees will discover how innovative design of coffee attributes is shaping new market trends and how Coffee Value Assessment (CVA) informs these breakthroughs in coffee production and processing.

About the Presenters:
Dr. Mario R. Fernández-Alduenda
From a coffee producing family in Mexico, Mario R. Fernández-Alduenda has tried to understand coffee for almost 30 years, under the light of food science. He has played many roles along the chain, from processor to coffee shop owner, but has mostly focused on the study of coffee flavor, how it is perceived and appreciated, and how it is formed. He is the Technical Officer of the SCA, which he joined in 2020.

Oswaldo Acevedo
Oswaldo is the Manager and Founder of Hacienda El Roble, a Multivarietal Coffee farm. He is a businessman and market researcher and has been passionate about coffee over 40 years.

Elias Ariza Villamil
I am currently Research and Development Manager at Penagos Hermanos, a Mechanical Engineer with Specialization in Innovation Management and Product Development, for more than 26 years traveling the world of coffee, knowing its needs and developing products and solutions for post-harvest, I have designed and installed hundreds of coffee processing plants in more than 25 countries, holder of 5 invention patents approved in Colombia and claimed in other countries.

ANGELA MARIA ORTIZ RAMIREZ
Angela Ortiz is Industrial Designer and Master in Marketing. For over 10 years of professional experience in coffee innovations, coffee business and sales with special focus on builiding brand management, marketing communications and campaign development.

Hernando Tapasco
Hernando Tapasco is an Agronomist and seasoned Q-Grader cupper, with extensive experience in coffee quality assurance and processing. As a consultant he is widely recognized by his skills to connect coffee production and processing with distinctively attributes in the cup. He grew up in a coffee farm and it’s a former Q-Grader Instructor.