This April 2025, the coffee world descended on Houston, Texas, in a caffeine-fueled storm of excitement and indulgence to attend Coffee EXPO. Over 17,000 attendees from 85 countries got an exclusive look at new tech, rare coffees, and the chance to meet anyone and everyone in the coffee business. Seriously, if you can dream it, it was there.
If you’ve never been to EXPO, make no mistake – it’s overwhelming. Between sampling your favorite roasters, testing new tech, bumping into old friends and colleagues, and dodging 1,000 single-serve dixie cups thrust in your direction, it’s hard to pace yourself. It’s even harder to slow down when you’re being offered ultra-rare coffees labeled things like “Anaerobic Gesha” or “Panamanian Estate.” There are over a thousand vendors, and just as many roasters brewing coffee at their booths. Add to that nearly 100 lectures and presentations, and it’s a whirlwind. This year had an extra edge to it thanks to the recent coffee market spikes and the uncertainty everyone is feeling over tariffs.
This was only my second Coffee EXPO, and after Houston, I’m still not sure I’ve figured it out. The best I can do is pace myself a little better each year. What I do know for sure is that Expo is unlike anything else for those who work in or are fascinated by the world of coffee.
I’m sure there are hundreds of coffee professionals like me still bleary-eyed and foggy-brained, sleeping through alarms and trudging through the day after the whirlwind in Space City. As I recover, I wanted to share a candid collection of observations from Genuine Origin’s wandering coffee guy.
Houston, Texas cityscape hosting Coffee EXPO
Space City, H-Town Hosts Coffee EXPO
One of the best parts of attending Coffee EXPO is visiting a city that may be completely new to you. For me, this was my first time in Houston. There seems to be some synchronicity between Houston and my hometown of Chicago; in recent years, I’ve noticed more and more transplants between the two. The humidity in Houston is no joke—it hits you like being plunged into a deeper, undiscovered layer of the troposphere. The highways twist and wind like bayous. What was once marshland is now concrete, glass, and bustling communities.
I made a point to venture into the city each morning before the show. Here are a few highlights:
5th Vessel with Stronghold roaster
Fifth Vessel
You know you’ve found a local favorite by the vibe alone. I arrived just before opening at Fifth Vessel (a Genuine Origin customer!), located in the First Ward near Allen’s Landing Park off Buffalo Bayou. They graciously let me in early to escape the morning heat. The cozy, light-filled space boasts a brand-new Stronghold S7 Pro, recently launched for their new roasting program. I lucked out—Mae Coffee from Portland was doing a pop-up and made me a Kenyan pour-over. Expo attendees filled the space, and then, out of nowhere, Proud Mary pulled up in a modded Rivian outfitted with an espresso machine and pour-over bar. I got to sample coffees so rare that only 500 grams existed in the world. Talk about serendipity.
Proud Mary pulled up in a pickup truck with an espresso bar
Tenfold Coffee
With three locations across Houston, I stopped by the downtown Tenfold café just before the Expo crowd arrived. The shop feels like a hub for those who care about more than just caffeine. It’s spacious, with a clear focus on sustainability. I grabbed a drip coffee, a croissant, and a bag of Burundi to take home.
Three Keys Coffee, Houston, TX
Three Keys Coffee
Inside The Finn food hall near our hotel is the flagship location of Three Keys Coffee. Their space is ideal for a quick drink before exploring nearby restaurants. Three Keys blends coffee, community, and music, even crafting a flavor wheel inspired by jazz artists and sensory notes.
All the Rage at Coffee EXPO
While wandering around Expo and chatting with vendors and attendees, I took note of a few standout trends:
Guilder Coffee, Buffalo Bayou foot bridge, Cyndi hiding at EXPO, art at the Aeropress booth
Smaller Format Roasters at Coffee EXPO
The demand for smaller, more affordable roasters is higher than ever. We chatted with Stronghold about their new S2, Coffee Crafters about their Valenta series, Aillio about the Bullet, and Yoshan from China.
Roaster manufacturers are clearly targeting home and small-scale roasters. Not everyone wants to start $30,000 in debt for a machine too big for their needs.
Stronghold is currently only selling the S2 in Korea as they await U.S. licensing. It’s a great addition to their electric lineup for home hobbyists or lab sampling.
Coffee Crafters’ Valenta series has a sleek new design and is manufactured in Idaho with all local parts. Each machine component has a QR code linking to a YouTube repair tutorial. It’s a DIY dream.
All-Flow, Bottomless Brewers
Brewing trends change every few years. First it was the v60, then Kalita. Now, brewers that minimize wall or bottom contact are in. Two standouts: the v60 Suiren and the Dwell by Verve Coffee.
The Suiren features spiral ribs to reduce wall contact and enable all-flow extraction. It looks like a high-end toy—bionicle meets tinker toys—and comes in every color imaginable. Made from near-unbreakable PCT resin.
The Dwell is a silicone dripper with a bottomless cone and high walls. Verve also created thinner, proprietary filters to go with it. Both products aim to improve flow rate and durability.
Jay Playing Ring Toss at the Fellows Booth at Coffee EXPO
Automation
Crowds flocked to booths showcasing automation, robotics, and AI. Companies are offering tools to reduce the stress of labor, data management, packaging, and roasting.
Roasters like Roest, Stronghold, Diedrich, Ikawa, and Loring now feature software-driven roast automation, eliminating the need for manual control.
And yes, robo-baristas are here. Onyx wowed attendees with their Wingman Cobot, brewing pour-overs for lines of intrigued fans.
Instant Coffee Is Making a Splash
Instant coffee is no longer your grandfather’s stale, bitter brew. Third-wave roasters are giving it a serious upgrade. I was skeptical, but ended up loving instant samples from Verve, The Coffee Ride, and Luminous.
Shrinking Drinkware
I love travel mugs. I have too many, and I’m still tempted. Brands like Yeti and Miir are now showcasing smaller-format mugs. Miir’s 8oz travel mugs and Yeti’s espresso-focused designs reflect the rise of on-the-go, single-serve coffee culture.
Anaerobics: The Belle of the Ball
Roasters brought out their most unique offerings, and anaerobic process coffees dominated. The majority of coffees I tasted had undergone anaerobic fermentation. Clearly, roasters are leaning into alternative processing methods to stand out with bold, vibrant flavors.
The GO Team at Coffee EXPO Houston 2025 – Josh, Jen, Cyndi, Steven, & Jay with Fusion Beans
My Favorite Coffees from Coffee EXPO Roaster’s Village
- Ilse Coffee (New Canaan, CT)
Washed Mejorado, Finca Lugmapata, Ecuador
Strawberry preserves, eucalyptus, hibiscus - Guilder Coffee (Portland, OR)
Colombia El Jardin Washed Caturra
Raspberry, Rainier cherry, dried strawberry - Pine Coffee Supply (Pinedale, WY)
Colombia Finca El Diviso Sidra Natural
Tropical, ginger, rose, cherry
Roasting Champs at Coffee EXPO in Houston, TX
That’s a Wrap for Coffee EXPO
The end of Expo is a frenzy. Someone gets on a mic and calls the show closed, and suddenly the teardown begins. Vendors rush to pack, teamsters roll in, and forklifts tear up the carpet. Outside, everyone scrambles for Lyfts back to the hotel or airport.
At the terminal, you can spot fellow Expo-goers by the merch-filled tote bags and weary but satisfied looks.
And then? It starts all over again. Even before the show began in Houston, planning for the next had already started. In 2026, we head to San Diego for the first official World of Coffee U.S. event. If attendance keeps growing, we expect to see even more faces next year.
We’ll be there in the Golden State, ready to connect with old friends and new. Hope to see you there.
