Titled “Auction Selects”, the cupping presented a curated cross-section of coffees from across the V-Auction calendar. Open to all World of Coffee visitors, the session brought together buyers, bidders, and a strong presence of producers — many of whom are also customers within the V-Auction network — creating a unique opportunity to taste and compare lots from different origins side by side.
The cupping was held in the official World of Coffee cupping room at the San Diego Convention Center and was led by Sherri Johns, Global Coffee Specialist Cupper and Head Judge for multiple international coffee auctions, supported by the SCA volunteer team.
Coffees featured in the session represented a wide range of origins and profiles sourced through the V-Auction network. The selection included lots from Gems of Araku (India), lohas beans (Colombia), Best of Rwanda (Rwanda), El Injerto (Guatemala), Sancoffee (Brazil), ACT Kenya (Kenya), Alliance for Coffee Excellence, Santa Felisa (Guatemala), Pacha Mama (Peru), and Beyco Uganda (Uganda), showcasing the diversity and quality represented across the platform.
Beyond the cups on the table, Auction Selects became a space for meaningful exchange. Customers, producers, and partners engaged in conversations around quality evaluation, market dynamics, and the evolving role of auctions in today’s specialty coffee trade.
A notable takeaway from the event: V-Auction received more than 100 requests from attendees interested in joining upcoming auctions — a strong signal of the growing momentum around the platform.
The strong attendance and highly positive feedback reinforced the value of complementing digital auction formats with in-person tasting experiences and underlined the role such moments play in building trust, transparency, and connection across the coffee value chain.
