El Salvador’s Coffee Pulse: Where Roasters, Producers, And Innovators Collide

There’s something brewing in San Salvador. The 11th edition of Producer & Roaster Forum (PRF) lands in El Salvador on 26–27 March 2026, merging coffee’s most elite competitions with a rare chance to connect producers and roasters at origin. This isn’t just another trade show—it’s a seismic shift in how the global coffee industry operates. By hosting the event in a key coffee-producing country, PRF dismantles the outdated model of trade shows centered in consuming nations, creating a platform where buyers and sellers meet face-to-face, bypassing intermediaries.

The event’s impact is already measurable. Over 4,200 visitors and 350 international buyers are expected to attend, with projections of $15.7 million in sales. That’s not just numbers—it’s proof that direct engagement drives real business. The PRF Voices program, which invites leading experts to share insights on everything from fermentation techniques to the future of specialty coffee, will feature speakers like Erik Busch of LongStory Coffee and Dakota Graff of Onyx Coffee Lab. These sessions aren’t just lectures; they’re catalysts for innovation, offering actionable strategies for producers and roasters to stay ahead in a rapidly evolving market.

The Global Coffee Awards World Championship will crown the planet’s top roasters, with winners from the US & Canada, Europe, and Origin regions competing blind-roast evaluations. This isn’t just about trophies—it’s about redefining quality standards. The competition’s emphasis on roasted coffee rather than green beans ensures a holistic assessment of roasting skills, while the new Omni Roast category tests versatility across brewing methods. For roasters, it’s a chance to prove their craft; for producers, it’s validation of their beans’ potential.

PRF’s reach extends beyond the competition floor. The Soil of Excellence competition highlights regenerative agriculture’s role in coffee quality, while the Cold Brew Championship and Roasting Contest push boundaries in brewing and technique. Sponsors like MTPak Coffee and OBIIS are investing in these events, recognizing that coffee’s future lies in collaboration, not competition.

The Global Coffee Awards World Championship will blind-evaluate roasters, with a new Omni Roast category testing versatility.

KEY POINTS 1. PRF’s origin-centric model fosters direct connections between producers and roasters, driving $15.7M in projected sales. 2. The Global Coffee Awards World Championship will blind-evaluate roasters, with a new Omni Roast category testing versatility. 3. PRF Voices speakers, including experts in fermentation and data-driven coffee, will offer actionable insights for industry players.

What if the next breakthrough in coffee quality or roasting technique comes from a conversation you miss at PRF? Share your take below.