The Cup of Excellence (COE) and Alliance for Coffee Excellence (ACE) partner with V-Auction as their official auction platform
Credit: COE
The Alliance for Coffee Excellence (ACE) and Cup of Excellence (COE) are pleased to announce they have partnered with V-Auction, part of the Vollers Group, as their official auction platform. This partnership enhances transparency, efficiency, security and accessibility, benefiting both producers and buyers, according to the companies. Starting with the Nicaragua competition winners on June 19, 2025, all auctions for award winning CoE coffees and any other ACE sponsored auctions will be hosted on V-Auction’s platform.
For over 20 years, the Cup of Excellence (COE) has identified high-quality coffees across multiple producing countries. Its auctions have played a role in promoting transparency, market access and financial returns for farmers. Since the first auction in 1999, COE has developed its approach to connecting coffee producers with buyers.
The V-Auction platform, which powers COE’s auctions, is designed to improve the auction process through digital technology. It aims to provide greater visibility for coffee producers while offering bidders an optimised online experience. A live demonstration at the SCA Expo in Houston in April will introduce stakeholders to the platform, and online training in English and Spanish will be available to support its adoption.
COE and V-Auction are integrating technology into specialty coffee auctions while maintaining the established standards of the Cup of Excellence. The platform aims to provide a reliable, digital auction experience while upholding the integrity and reputation of the competition.
Erwin Mierisch, executive director at ACE, emphasised the impact of this collaboration: “As we enter the next 25 years for Cup of Excellence, we are excited to form a partnership with an organisation that is technologically advanced and that also supports our vision for the future. Cup of Excellence is a unique competition with far reaching benefits in producing countries. This collaboration ensures a seamless, exceptional auction experience and in addition supports the exploration and execution of additional programs that can enhance long term gains for both farmers and buyers.”
Christian Vollers, general manager at V-Auction, highlighted the shared vision: “We are proud to support ACE & COE in their mission to connect top-quality coffee farmers with decerning coffee buyers’ worldwide. This partnership is an investment in the future of specialty coffee auctions and sales, combining ACE & COE’s dedication to quality with V-Auction’s and the Vollers Group’s experience in coffee logistics and digital transformation.”
This partnership aims to enhance innovation and accessibility in specialty coffee auctions by increasing producer visibility and improving the buyer experience. By collaborating with the Cup of Excellence program, the Vollers Group expands the reach of its V-Auction platform, while ACE & COE benefit from Vollers’ extensive experience in coffee logistics and digital solutions. The collaboration seeks to strengthen the auction platform and support long-term industry growth.
