From Scores to Value Profiles: Sustainability Redefines the Quality of Indonesian Coffee in Every Cup
Jakarta, August 7, 2025 – A new chapter in coffee appreciation has begun. Coffee quality assessment is no longer just about flavor scores, but now embraces ethical values and the sustainability story behind each cup. This transformative idea was at the heart of the successful Online Coffee Discussion (DISKO), an event that bridged the enjoyment of taste with real consumer action on sustainability issues.
The event was initiated through a collaboration between the Sustainable Coffee Platform of Indonesia (SCOPI), the ACT! Project consortium (supported by the European Union’s SWITCH-Asia program), and the Specialty Coffee Association of Indonesia (SCAI). It highlighted an important fact: many coffee drinkers still lack a full understanding of the environmental and social footprint behind their favorite brews.
Today’s coffee market is driven by a new generation of conscious consumers. Ade Aryani, Executive Director of SCOPI, emphasized that Gen Z and Millennials strongly prefer brands that are socially and environmentally responsible. “Consumers today are not just buying a product—they're buying the values and stories behind it,” Ade said in her opening remarks.
This trend is supported by data showing that sustainability narratives and origin intimacy have fueled a 78% year-on-year growth in single-origin coffee sales. According to Irvan Helmi, Chair of SCOPI’s Board of Directors, this powerful narrative proves that the holistic aspects of sustainability are now recognized as integral to coffee business operations in Indonesia—home to the world’s most diverse coffee origins.
To meet this dynamic market demand, the Specialty Coffee Association (SCA) introduced the Coffee Value Assessment (CVA)—a more inclusive evaluation system. Adi Taroepratjeka, CEO of 5758 Coffee Lab, explained that CVA was developed in response to a shift in business focus toward consumer experience. The CVA defines specialty coffee as “coffee—or a coffee experience—with higher-valued attributes,” covering Descriptive, Affective, Green Coffee Quality, and Extrinsic attributes such as certifications and environmental impact.
Support for this tool also came from Gusti Laksamana, Secretary General of SCAI, who stated, “The CVA reminds us that coffee flavor holds more value than just being ‘delicious.’ This tool emphasizes flavor storytelling over technical scoring, making it highly relevant for entry-level consumers and young generations who see coffee drinking as a lifestyle expression.”
Achieving a sustainable coffee industry requires a collective movement. Eldo Soplantila, Senior Program Manager at Rainforest Alliance Asia Pacific, stressed the importance of certification programs that engage not only farmers but the entire supply chain—from buyers and traders to processors. “The Rainforest Alliance green frog label gives consumers assurance that the product they buy is processed based on sustainability pillars. This empowers consumers to directly support the well-being of both people and nature,” Eldo explained.
The discussion reaffirmed that change is inevitable—and the CVA emerges as a relevant tool to help more people enjoy coffee, share its origin stories, and build awareness around sustainability. Moving forward, SCOPI, as part of the ACT! Project consortium, is committed to continuing its role in providing space for discussion and education. Its goal is to improve consumer literacy around sustainability values in coffee, encourage support for certified products, and produce accessible educational materials.
About SCOPI:
The Sustainable Coffee Platform of Indonesia (SCOPI) is a non-profit association dedicated to advancing coffee sustainability in Indonesia. SCOPI facilitates collaboration among farmers, government, private sector, and civil society to improve productivity, farmer welfare, and environmental conservation.
About the ACT! Project:
ACT! (Accelerating Consumer Transformation and Sustainability in Indonesia) is a project supported by the European Union’s SWITCH-Asia program. It aims to promote sustainable coffee consumption and production practices throughout Indonesia’s coffee value chain.
Website: www.scopi.or.id
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Linkedin: Sustainable Coffee Platform of Indonesia (SCOPI)
Instagram: @scopi_id