Why Coffee?

More than one billion people are seduced by this life enhancing drink and consume over 2 Bn cups of coffee every day.

Coffee is currently on a premiumisation trend. Consumers have ever more choices for taste and origin as well as huge value differences between these choices, the “wine-ification” of Coffee.

The industry relies on a very complex value chain, that starts with 12 million plus smallholder farmers and that requires up to 10 changes of hands from farm to table.

Demetria is revolutionizing the industry by democratizing the assessment of taste through state of the art sensors and Artificial Intelligence in easy to use smartphone applications connected to the Quality and Traceability Cloud.


The Farmer

Today’s coffee farmers are blind when it comes to understanding their crop quality. They are entirely dependent on the buyers for an assessment of their own produce. Demetria empowers farmers with simple diagnostic tools connected to their smartphones which analyze the taste profile of their coffee beans and manage their farm processes. The ability for farmers to optimize and assess the quality of their crop significantly contributes to the industry’s sustainability.

The Cooperatives

Cooperatives that previously lacked access to Q grading professionals and equipment can now use Demetria’s technology to assess the quality of coffee they are purchasing, generating a more transparent and fairer price for the farmer.

The Trader

For local millers, exporters, or importers, every time the coffee sack changes hands, it typically goes through a Q grading process. This process is expensive, exclusive, time-consuming and sometimes subjective. Prospecting for the right coffee profile to give consumers the same taste experience in every cup can be complicated and tedious. The Demetria Cloud notifies traders when the exact profile they require has been found.

The Roaster

If cupping is an art, then roasting is a science. Roasters need to blend different types of coffee beans each roasted with unique recipes in order to maintain the quality and flavor that consumers expect. Demetria provides roasters with the tools to integrate value chain quality management, delivering complete transparency of coffee quality.

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Salomon Kassin T

Co-Founder and Executive Board Member, Commercial Activities

  • 40 years of transaction and deal making expertise

  • Extensive experience and wealth of contacts in commodity trading (coffee, cocoa, sugar, coal)

  • Founder of a specialty coffee company, Condor

  • Senior high-level network in Israel and LatAm