A Man on a Mission: Meet Joseph Massoud

• Tell us more about your journey to Sucafina Instant and how your diverse experiences have shaped your approach to building a sustainable coffee business. 

My journey to Sucafina Instant has been shaped by various experiences and adventures across different countries and roles, all tied together by my passion for coffee. 

It all began in New York as a coffee trader for a soft commodities trading company, where I was immersed in the complexities of the coffee market. This experience introduced me to the diverse world of green coffee and the fluctuations that shape it. I discovered the uniqueness of each coffee origin, from the different terroirs and post-harvesting practices to the commercial interaction between producers, intermediaries, and exporters. 

The next pivotal phase took me to Ecuador, where I worked with a leading soluble manufacturer in instant coffee manufacturing. There, I focused on extractability and the crucial role of Robusta in creating high-quality soluble coffee. I introduced Ecuadorian freeze-dried coffee to Eastern Europe, helping position the company as a leading instant coffee producer in South America. This experience taught me the importance of efficiency and innovation and opened my eyes to the higher efficiency of green coffee use in instant compared to roast & ground: one cup of instant requires half the amount of green coffee than R&G. 

The most transformative phase came when I became involved in coffee farming. As a coffee farmer and later president of ANECAFE, I introduced the ‘Finca Total’ concept, which gave visibility to coffee producers within the supply chain – from terroir and seeds to traceable sales. This concept gave producers stability and connected their income to a traceable, sustainable coffee supply. It highlighted the importance of resilience and underscored that creating opportunities for producers is key to improving lives. 

 When I joined Sucafina Instant in 2015, I was driven by the purpose of building a sustainable and independent instant coffee business grounded in traceability and empowerment. With the support of Nicolas Tamari, Sucafina Group’s CEO, we want to ensure that Sucafina Instant is connected to the green coffee sustainable sourcing network. 

For me, coffee is more than a product; it’s a means of transforming lives. At Sucafina Instant, every cup tells a story of connection, sustainability, and empowerment. 

• What is your vision for Sucafina Instant, and how do you plan to achieve it? 

At Sucafina Instant, we envision a future where we stand as the independent, competitive solution provider in the instant coffee world. Our approach centers around two core elements: The Art of Tolling and The Art of Blending – both of which will redefine how our clients experience instant coffee. 

The Art of Tolling is not just about selecting high-quality coffee; it’s about understanding the entire production ecosystem. From choosing the right coffee origins to partnering with the best instant manufacturers, we ensure that every step of the process – from location and tariffs to expertise and competitiveness – is thoroughly considered. This allows us to produce coffee with the perfect balance of quality and efficiency that meets our clients’ unique needs. 

Our vision extends beyond tolling. The Art of Blending is where we leverage our deep expertise to create instant coffee that resonates with the unique preferences of our clients. At Sucafina Instant, we've developed The Exclusives, a range of proprietary coffee profiles designed to elevate the instant coffee experience. Through careful selection and blending of the finest coffee origins, we craft distinctive profiles that cater to the specific tastes and demands of our partners. These be-spoke blends transform instant coffee from a commodity into a tailored experience, ensuring every cup aligns perfectly with our customers' needs. 

In a market that demands constant innovation, we experiment with cutting-edge technologies like ProfilePrint to enhance precision and consistency in flavor profiling. This allows us to not only meet but exceed our customers' expectations, delivering products that are as distinctive and high-quality as their brands. 

Our mission is clear: to provide more than just instant coffee by delivering exceptional, sustainable solutions that align with the values and needs of our clients. Through the art of tolling and blending, we aim to redefine the instant coffee category, offering innovative, optimum products that emphasize sustainability in every cup. 

• What challenges do you think we face in changing how people perceive instant coffee? 

Instant coffee has often been misunderstood and undervalued, but we see it as an opportunity for transformation. To change this, we’re focusing on three key areas that will reshape its potential: 

1. Commoditized Perception: Instant coffee often carries a commoditized image, viewed as another mass-produced  product lacking uniqueness. This perception diminishes its value in the eyes of consumers, who might overlook the rich stories and complexities behind each blend. By recognizing this challenge, we aim to shift the narrative and highlight the uniqueness of our instant coffee. 
2. Absence of Premium Attributes: Instant coffee's lack of accessibility has led to a reputation for being dull and uninspiring. Many coffee enthusiasts are left wanting more as they seek out the high-quality flavors and aromas often associated with freshly brewed coffee. Our goal is to change this by focusing on quality sourcing and innovative processing techniques that elevate our instant coffee to a level that excites and satisfies even the most refined taste. 
3. Lack of Personalization and Variety: Instant coffee is often seen as a one-size-fits-all product, lacking the range of flavors or customization options consumers usually desire. This limited variety can prevent people from finding a unique coffee experience that suits their tastes. By developing a diverse range of instant coffee profiles that cater to different preferences, we combine innovative extraction techniques with high-quality sourcing to offer options that capture distinct flavors and aromas. By expanding our product line, we aim to give consumers the freedom to choose an instant coffee experience that feels more personal and satisfying. 

Through these efforts, we aim to transform how instant coffee is perceived, creating a product that meets high standards of quality and connects with people on a deeper level.

• What qualities or experiences do you think would make instant coffee truly unique? 

To redefine instant coffee, we want to start with one essential change: creating a true sense of distinction. We see instant coffee as more than just a convenient option. It has the potential to stand out as a unique experience, offering rich flavors and memorable moments on its own.  

Our approach begins by highlighting instant coffee’s core strengths – its portability, shelf-life, and more importantly, sustainability. Instant coffee maximizes extraction efficiency, making it an incredibly eco-friendly option in the coffee world. 

 Efficiency is central to our mission. We aim to simplify and perfect the production process to retain quality while expanding how instant coffee can delight and surprise. By emphasizing these qualities, we want to shift perceptions and spark new interest, showing that instant coffee can be as complex, enjoyable, and versatile as any coffee choice. 

Ultimately, we’re dedicated to changing the conversation about instant coffee so that it is appreciated as a remarkable blend of taste, experience, and sustainability. 
 

• What advantages do our diverse offerings provide to clients in fostering their passion for instant coffee? 

At Sucafina Instant, our greatest asset for our clients is our deep expertise in instant coffee. We have a thorough understanding of the coffee world, with knowledge that spans a wide range of flavors, nuances, origins, and supply chains. This positions us as trusted guides in the industry. From green coffee production to the complexities of instant coffee, our comprehensive expertise ensures our clients can access the best solutions tailored to their needs.  

Being an expert in instant coffee means we also excel in green coffee. Our global presence, supported by dedicated teams across various regions, enables us to tailor recipes that cater to local tastes and preferences. This approach ensures our clients receive not just instant coffee but a personalized experience that speaks to their markets. 

In summary, the benefits we offer our clients are abundant: a wealth of expertise, a diverse array of exclusive flavors, and a partnership designed to shape the future of instant coffee. 

We empower our clients to appreciate instant coffee and become passionate connoisseurs of its rich dimensions.