Geneva, Switzerland — June 26-28, 2025 — Amid the aroma of the world’s finest brews, a proud Philippine delegation brought the bold flavors of SOCCSKSARGEN coffee to the spotlight at the World of Coffee 2025, held at the Palexpo Convention Center in Geneva, Switzerland.
Carrying the rich and robust legacy of Mindanao’s highlands, SOX Coffee made its mark in one of the most prestigious international trade shows for specialty coffee, showing the world that Philippine-grown beans—especially those from Sultan Kudarat—are more than ready for the global market.
At the forefront of this meaningful representation was Ms. Rebecca B. Gacayan, a coffee farmer-entrepreneur from Senator Ninoy Aquino, Sultan Kudarat. Through her enterprise, Gacayan General Merchandise, she proudly showcased homegrown brands Sultan Coffee and Brown Cup Coffee—both deeply rooted in the fertile soils and community-driven spirit of her hometown.
“This is not just about selling coffee. This is about telling the story of our people, our land, and our passion for quality,” Gacayan shared during the exhibit. Her participation embodied the aspirations of smallholder farmers whose dedication fuels the local coffee industry.
The Philippine delegation was led by Regional Technical Director Zaldy M. Boloron of the Department of Agriculture – Regional Field Office XII (DA-RFO XII), in partnership with the Filipino Coffee Institute (FCI). Their presence underscored a growing push to elevate Philippine coffee to international recognition—not just as a commodity, but as a craft and culture.
The Rise of SOX Coffee
SOCCSKSARGEN, or SOX Region, is fast becoming a key player in the Philippine coffee renaissance. Known for its ideal elevation, climate, and volcanic soil, the region—especially Sultan Kudarat—has emerged as one of the country’s top producers of quality Arabica and Robusta beans.
The local government, DA-RFO XII, and various cooperatives have worked hand in hand to professionalize and promote coffee farming, investing in processing technologies, training programs, and market access opportunities. The participation in events like the World of Coffee is a testament to the fruits of these efforts.
Brewing Global Connections
The World of Coffee is more than a marketplace—it is a hub of innovation, education, and collaboration among global stakeholders. The Philippine booth drew interest from international buyers, roasters, and baristas, many of whom expressed admiration for the unique flavor profiles of SOX coffee, shaped by Mindanao’s diverse microclimates.
The delegation also used the platform to learn from other coffee-producing countries and explore new technologies and trends in sustainability, quality control, and value chain improvement.
A Caffeinated Future for Mindanao
The journey to Switzerland may be thousands of miles away, but for Mindanao’s coffee growers, it represents a step closer to realizing a dream: to place Philippine coffee—especially from SOX—on the world map, not as a hidden gem, but as a global favorite.
With dedicated advocates like Ms. Gacayan, and strong institutional support, the future of Philippine coffee looks promising. As consumers worldwide become more conscious of origin and quality, the distinct flavors of SOX coffee—from the misty mountains of Sultan Kudarat—are poised to leave a lasting impression.
From bean to brew, from Sultan Kudarat to Switzerland—SOX coffee is no longer just a local pride. It is now a global contender.