The Coffee Value Summit is a one-day thought leadership forum hosted by the Specialty Coffee Association (SCA), designed to explore the evolving concept of value in coffee.
This new event brings together international experts, educators, roasters, buyers, and sensory professionals to discuss how coffee value is perceived, evaluated, and communicated — across origin, business, and consumer contexts.
Date: June 19, 2025
Location: Blueport 2021, Busan, South Korea
Participants: Max. 150
The core theme: Redefining Value: Blending Sensory and Strategy
Highlights:
Keynote presentations from SCA and global leaders
Panel discussions on quality, sustainability, and communication of value
Speakers
Alvin Kim
Alvin Kim is the Portfolio Manager Roast & Retail at the Specialty Coffee Association, where he shapes programs for the business community that advance innovation and growth across the coffee value chain. He brings a unique blend of analytical strategy and human-centered creativity, developed through an MBA from University of Washington and his previous roles leading global marketing campaigns for a multinational manufacturer of premium consumer coffee equipment. His experience spans global marketing, product development, and customer insights—working at the intersection of business strategy and coffee culture to help roasters, educators, producers, and business leaders navigate the future of specialty coffee.
Cerianne Bury
Cerianne has been working with coffee since 2005. Over the years she has held positions from Barista to Coffee Trainer and Coffee Product Developer. After her Master in Political Science and Gender Studies she started working for Trabocca, a green coffee trader, specialized in Ethiopian coffee and certified coffees. As Global Quality Assurance Manager she manages the Quality team and runs the Food Safety Management System. She is responsible for the sensory and physical evaluation of coffees and certification management. Ensuring customer needs are met both on regulation and sensory requirements. She manages the company’s certifications, sustainability reporting, and the social and quality related projects.
Andrés Montenegro
Andrés Montenegro is the Sustainability Director at the Specialty Coffee Association (SCA). With over 15 years of experience in the global coffee sector, Andrés works at the intersection of private enterprise, civil society, and public institutions to co-create sustainability strategies that generate shared value across the coffee system.
At SCA, he leads efforts to position sustainability not just as a responsibility, but as a catalyst for innovation, collaboration, and long-term resilience. He sees the sector’s complex challenges as invitations to explore what’s possible when diverse actors come together with shared purpose, curiosity, and commitment.
A passionate coffee geek, Andrés celebrates the handprint of coffee—the care, knowledge, and cultural richness embodied by the people across its value chain. At the same time, he approaches the footprint—coffee’s environmental and social impacts—as a call to continuous learning and creative transformation. He is committed to ensuring that coffee can flourish in ways that nurture both people and planet.
Cera Jung
Cera Yunjung Jung began her career in coffee in 2008, working as a barista, roaster, and trainer across various settings. She started her journey with the Specialty Coffee Association as an Authorized SCAE Trainer (AST) in 2011 and officially joined the organization in 2016. Since then, she has remained an integral part of the team. As the current Country Manager of SCA Korea, she oversees education, competitions, membership services, and institutional collaborations, bridging global SCA strategies with the Korean market. Recently, she has been at the forefront of introducing and expanding the Coffee Value Assessment (CVA) framework in Korea, advocating for its application across industry, consumer, and educational contexts. At this event, she will share insights on how the CVA framework connects with the updated Q Grader program, as well as practical applications of tools like preference mapping.
Dongjun Oh
• CEO, Entaro Co., Ltd.
• Director, Coffee Venture Innovation Center
• Director, Young Ocean Life Association
• Adjunct Professor, Hotel Bakery
• Department, Shingu College
[Education]
• M.A. in Foodservice Management, Graduate School of Tourism, Sejong University
• Completed Ph.D. coursework in Hotel and Tourism Management, Sejong University Graduate School
[Qualifications & Activities]
• SCA CVA for Cuppers Trainer
• SCA CSP Full Authorized SCA Trainer (AST)
• SCA Coffee Technicians Program (CTechP) Full AST
• SCA Coffee Sustainability Program (CSusP) Limited AST
Schedules
09:30–10:00 Check-in & Welcome Coffee
10:00–10:10 Opening Ceremony
10:10-11:25 WHAT is the CVA system? - Alvin Kim
11:25-12:30 HOW is CVA used in the coffee value chain? - Cerianne Bury
12:30-13:30 Break & Lunch
13:30-14:20 Sponsor Session - JiHoon Chung (Eggstone)
14:20-15:00 WHY is CVA important to the future of the coffee industry - Andrés Montenegro
15:00-16:00 Cupping Using the CVA Application - Dongjun Oh
16:00-16:30 How will WE(the SCA) use CVA data for industry benefit? & How will CVA be TAUGHT? (Q session) - Cera Yunjung Jung
16:30-17:00 Closing Ceremony
CVA for Cuppers program will be conducted in Korean only.
Thank you for your understanding.