Join us for our cupping session and the premiere of our new short film — a celebration of smallholder coffee, direct relationships, and the next chapter of Operation Cherry Red.
Initiated in the 2024–25 season, Operation Cherry Red was built to strengthen relationships with Ethiopian smallholders, improve traceability, and reward quality with meaningful premiums. Now, as we enter the second round of the project, we return with new stories, new coffees, and renewed momentum. During our recent field trips, we visited many of the participating farmers — walking their land, listening to their experiences, and witnessing firsthand how the project is evolving. Together with a local Ethiopian production team, we documented these encounters to capture the spirit, pride, and dedication behind.
The result: a short film that brings voice to the farmers and the landscapes that shape these coffees.
Throughout World of Coffee, our team will be on the ground and available for meetings. Whether you want to dive deeper into the project, explore collaboration opportunities, or simply reconnect, we’d love to see you.
We can’t wait to share the new harvest of Operation Cherry Red coffees with you — and to celebrate the strength of the global coffee community together.
Join us. Taste the new season. Experience Operation Cherry Red.
Each lot comes from a single family — from their trees, their land, their decisions. These coffees carry identity, pride, and personal stewardship. When ownership remains with the farmer, quality becomes deeply intentional, and the reward for excellence becomes direct.
Working with individual smallholders creates more than traceability. It creates opportunity, independence, and recognition. It allows farmers to stand behind their own name — and it allows us to taste the nuance of place, care, and craft in its purest form.
On our MyTrabocca spot list you will only find a fraction of the Ethiopian coffees you can buy and roast. Most of the coffees we are trading directly with roasters and green buyers. While first stock lot samples (coffees that are processed and available in the warehouse) become available, you will have the best access to all coffees Ethiopia has to offer. Whereas importer spot lists only represent a small curation of the country’s offerings and often with limited availability. Each year, some of the best lots of various locations are gone before they ever reach these lists. This is your opportunity to find a unique supply chain that is tailored to your exact needs.
Pre-booking is your opportunity to access all available coffees of the harvest. Instead of relying on sourcing your coffees from our curated spot list, you will let us know your tailored needs in advance. Each season, we cup thousands of samples, and with your preferences in mind, we can match you with the best available offers. This allows you to plan ahead, find unique supply chains, and secure the best quality coffees.
Sean Capistrant, USA Trade Manager
sean.capistrant@trabocca.com
Fernando Seminario, Senior Trader
fernando.seminario@trabocca.com
Chris Petrovich, Trader
chris.petrovich@trabocca.com
Sam Kuralle, Junior Trader
sam.kuralle@trabocca.com
Greg Graves, Logistics & Operations Manager
greg.graves@trabocca.com
Charlie Blasky, US Quality Lead
charlie.blasky@trabocca.com
