2024: A Year in Review

As our Managing Director, Joe Massoud, puts it, “2024 was a year of transformation. We leveraged market volatility to better serve our customers and remain flexible in a constantly changing environment.”  

As we step into 2025, we asked our team members to share how they've adapted to global trends and regional market conditions to keep delivering what matters most to consumers and clients. Here are the key takeaways from their insights:  

Green Coffee Volatility 

One of the most significant challenges of 2024 was the volatility in green coffee prices, which directly impacted instant coffee pricing. This presented a challenge for our clients, but Sucafina Instant responded swiftly to ensure a steady supply. 

"As market prices rose in Europe,” explains Samir El Sadawy, Trader for the Europe Region, “we focused on having stock readily available to meet the needs of clients with low coverage or unexpected demand." 

Similarly, in Vietnam, local coffee prices surged, increasing production costs. We adapted by conducting trials and sourcing from new origins to keep our offerings competitive. This proactive approach helped us manage price fluctuations and ensure consistent quality. 

The volatility also impacted shipment logistics, but our proactive freight team worked hard to keep deliveries on track. As Maroun Sarkis, Sales Officer for MENA, points out, our freight teams' responsiveness was key to deliver to clients without delays. 

Collaboration was also critical to overcoming these obstacles. Our partnership with TB Brown flourished thanks to our ability to navigate market challenges together. Guido Teekamp, Commercial Director at TB Brown, emphasized the importance of consistency, patience and focus when it comes to integrating necessary price adjustments while sustaining steady growth. 

Sustainability 

Sustainability was at the forefront of our strategy in 2024, as the long-term shift toward sustainable coffee solutions accelerated globally. 

In response to the growing demand in Europe and North America, Sucafina Instant expanded its product range to include more certified coffee, such as Rainforest Alliance, Fairtrade and Organic. We also introduced eco-friendly packaging and worked directly with farmers to enhance traceability in our sourcing practices. 

Susan Korry, Managing Director at Sucafina Ingredients Inc., points out, “Our deep integration within the Sucafina Group allows us to navigate market complexities, provide more sustainable options and secure the best value for our clients, ensuring they stay ahead in a competitive market.” 

Innovations and New Products: 

The global surge in demand for ready-to-drink (RTD) and cold coffee products has become a key focus for Sucafina Instant, with significant growth in markets such as Vietnam, the UK, and North America. Driven by consumers' preference for convenient, on-the-go beverages, we’ve introduced iced coffee mixers and RTD solutions tailored to these evolving trends. As Susan Korry explains, our innovation and responsiveness, “has allowed us to stay ahead of consumer trends and deliver exceptional solutions to our clients.”  

Sucafina Instant is responsive to these global shifts and is also always prepared to tailor offerings to regional needs by providing innovative solutions that align with local consumer preferences. 

For instance, Colombia saw a 39% increase in RTD coffee beverages in 2024, while functional coffee drinks – for instance, those with mushrooms – gained popularity in Peru, Ecuador and Bolivia. Camilo Gomez, Sales Representative for the Americas, identified our strong relationships and commitment to delivering high-quality, adaptable solutions as key to addressing these trends. Our strategic responses have, in turn, been at the heart of Sucafina Instant’s success in the region.  

Another example is Vietnam, where we expanded our tolling network to better meet the growing demand, ensuring our clients could access the solutions they needed. Finally, in the MENA region, we succeeded in responding to a growing preference for premix and instant coffee packed in jars, satisfying the demand for accessible, ready-to-use options. These are just a few examples of how we are providing innovative, locally responsive solutions to our customers.  

Private Label 

Private-label coffee continued to gain momentum in South America, especially as retailers sought more affordable, high-quality alternatives. Through our vertical integration and tolling capabilities, we have been able to offer tailored solutions that meet the specific needs of private-label clients, helping them stay competitive in a fast-moving market.  

To wrap up, 2024 was a strong year for Sucafina Instant, with significant growth in volume and performance across all regions. The strength of our integrated approach – connecting sourcing, tolling, blending, packing and branding – helped us navigate market challenges and seize opportunities. We saw notable growth in Asia –Pacific and South America, while our focus on creative solutions and anticipating customer needs helped us stay competitive. 

“As we look ahead into 2025 and beyond, let’s keep up our momentum by adding even more value to our synergetic global know-how,” concludes Joe Massoud.

Want to be part of the journey? Get in touch today to explore how we can support your business in the upcoming year and help you stay ahead in the dynamic coffee market.