“En la Barra” with 1000 Cups Coffee

In the third episode of “En la Barra”, we talked to Agustín, founder of 1000 Cups Café, who told us how his passion for specialty coffee led him to become an entrepreneur in Madrid 15 years ago. If you want to know all the details of this interview and listen to Agustín in first person, you can watch the complete talk on our YouTube channel:

The beginning of specialty Coffee in Madrid

When Agustín started, the specialty coffee scene in Madrid was practically non-existent. He decided to train, travel and surround himself with references in order to learn as much as possible. His goal: to bring quality coffee to the Madrid public and create a culture around it. Since then, the movement has not stopped growing, with a boom in 2023 and an expansion to hotels, restaurants and coffee shops in 2024. Agustín compares this growth to that experienced in London a decade ago, although he recognizes that Madrid is still on its way to reaching that level.

Agustín explained to us how consumers in Madrid are learning to distinguish real specialty coffee from what is only on the label. Before, many places called themselves “specialty coffees” without offering the authentic product. Now, the public is more demanding and willing to pay for quality.

The future of speciality coffee

He is confident that in the next 5-10 years the sector will continue to grow, also reaching the HORECA channel and food stores. For Agustín, the future lies in finding a balance between commercial and specialty Coffee.

Direct Trade or importers?

Although Direct Trade sounds ideal, Agustin values the role of importers for their transparency and traceability. The key is to maintain open communication with the Producers, even through intermediaries.

Industry challenges: pricing and regulations

We also talked about the current challenges in the sector, such as the increase in coffee prices and the new European regulations on deforestation. Agustín stresses that consumers must understand that paying more for a cup of quality coffee is an investment in sustainability and ethics.

Spanish consumer profile

Finally, we discussed the profile of the Spanish consumer, traditionally inclined towards chocolaty flavors and nuts. However, thanks to globalization and the rise of new coffee shops, the palate is evolving and opening up to new experiences.