Meet Will McNaught!

Jump to section:
1. Can you tell us a bit about yourself?
2. What does your role as a trader at Sucafina Instant entail? Which market do you focus on, and what type of products do you work with the most?
3. What aspects of your job do you find the most exciting or motivating?
4. How do you support clients in adapting to changing market trends and consumer preferences?
5. What are some typical challenges you face when sourcing instant coffee or supporting clients in product development?
6. How important are sustainability and responsible sourcing to the clients you work with? 

With over two decades in the instant coffee industry, Will has witnessed and helped shape the evolution of Sucafina Instant from a small operation to a global player. From an unconventional start in the Americas to leading strategic deals across Europe, his journey reflects the passion, adaptability and collaborative spirit that define Sucafina’s approach to business. In this interview, he shares insights into his role, the dynamics of the instant coffee market, and what continues to drive him after 20 years in the industry.

1. Can you tell us a bit about yourself: your position, how long you’ve been with Sucafina, and how your journey has evolved since you joined? 

I’ve been trading bulk instant coffee for Sucafina for around 20 years. 

My path into coffee was untraditional. I left university without much clue, beyond wanting to be in business, about what I wanted to do. I began corporate life in the banking sector in London but soon realized it wasn’t for me. I became drawn to commodity trading. My dislike of banking and curiosity about gold mining led me to the Americas, where I took a two-year hiatus: I waited tables, bartended, remodeled a house, worked in a café and interned for TransFair International in San Francisco. By far the best moments were working on organic coffee farms in Mexico and Costa Rica. It was hands-on and inspiring. That’s when it clicked: ‘This is the commodity I want to work with. ’ 

I returned to Europe and began applying for jobs in the coffee industry. My first offer was in instant coffee sales, 25 years ago. There, I learned the business and was posted to Marubeni in New York, where I got to know Sucafina as a client.    When Sucafina hired me, I was posted to The Hague, Holland. Around 2006, I relocated to Geneva. It was a good move. Although instant coffee had always been part of Sucafina's DNA, the department became more effective with a two-person team. Today, we’re more than 50 direct employees making Sucafina Instant what it is. 

There were challenges, but I’m proud of the journey. It shaped who I am and gave me the drive to grow this business. 

2. What does your role as a trader at Sucafina Instant entail? Which market do you focus on, and what type of products do you work with the most? 

I trade bulk instant coffee: spray-dried, agglomerated, and freeze-dried. My main markets are in continental Europe, including Benelux, Italy, parts of the UK, Spain and Poland. 

In the past, I handled packed products to a limited extent, but now, those opportunities are increasingly routed through TB Brown. 

As a senior trader, I do more than buy and sell. I review and approve contracts for other traders, take part in discussions on credit, ensure position accuracy and assist in the confirmation process. I work closely with the middle office, a relatively new department within Sucafina Instant, and I’m involved in integrating TB Brown, the newest part of Sucafina Instant. 

3. What aspects of your job do you find the most exciting or motivating? 

Selling more is motivating. But not just for the numbers. Because Sucafina Instant adopts an asset-light approach, we rely on brainpower, teamwork, and our network to drive growth. That makes every win meaningful. 

For example, one of our newest clients is an up-and-coming brand. Making our first contract took a lot of preparatory work to arrive at the perfect blend for them. Now we’re set to be their main instant coffee supplier for retail, online, and Ready-to-Drink products. This project involved teams from TB Brown and APAC, and it’s rewarding to be part of that collaboration. But it’s not unique to me. My colleagues are constantly extracting value and providing solutions from our dynamic network. 

When I joined 20 years ago, the business was much smaller. Today, we have a shared sense of ownership. We’ve helped to build a bigger company that is a preferred supplier worldwide. Yet the team works with intensity as though we’re just getting started. It’s a powerful motivator. 

4. How do you support clients in adapting to changing market trends and consumer preferences? 

We listen closely to our clients and use our network to meet their needs. Instant coffee is more dynamic than you might think. For younger consumers, taste matters more than tradition. They want subtle flavors, single origins, or coffee that pairs well with milk or flavors in RTD or 3-in-1 products. Helping clients tap into these trends is a big part of our value. 

It’s not just about offering a product. It’s about co-creating the right solution, whether it’s a custom blend or a new format. When our clients succeed, that’s a win for us too. The most rewarding deals are the ones that help them reach their goals. 

5. What are some typical challenges you face when sourcing instant coffee or supporting clients in product development? 

We’re still in the commodity business, so logistical issues, delays, quality challenges and price volatility are constant. We stay flexible and creative. Every client is unique. Some need a specific number of cartons per pallet, others a precise taste profile or an urgent delivery. Maintaining consistent service across all functions is always a challenge, but one we work hard to meet. 

Thanks to our supply network and ongoing market research, we can always offer strong solutions in quality, pricing and format. That flexibility positions us as solution providers, and clients value our ability to adapt. 

For example, we recently collaborated with a client to create a specific blend. When fresh coffee was delayed due to port congestion, threatening their retail timeline and risking penalties, we activated our EU network to propose an alternative solution that kept their project on track. The success of this approach reinforced our role as long-term partners invested in our clients' success. 

6. How important are sustainability and responsible sourcing to the clients you work with? 

Certification has become far more important in recent years. In continental Europe, Rainforest Alliance flows are growing, while Fairtrade and Organic are less significant. 

Sustainability and sourcing transparency are more prominent themes now. A hot topic is EUDR legislation, which has caused confusion. We’ve spent a lot of time explaining how it applies to instant coffee. Even though soluble coffee is currently outside the scope of EUDR, expectations are rising. Clients want assurance that we have visibility on everything from deforestation to labor practices. 

Being part of the Sucafina Group, a truly global merchant, gives us that visibility. It’s what’s taking us to the next level.