5THWAVE - The Business of Coffee and Hospitality

Today we’re diving into the exciting world of tea innovation with Emilie Holmes, Founder of Good & Proper Tea.

Historically a challenging category for coffee operators, tea has seen a real surge in recent years, largely driven by the meteoric rise of matcha and growing consumer demand for wellness and iced formats.

In this conversation, we explore the latest trends in tea innovation, from cold brews and concentrates to premium teas like hojicha, maojian and sencha. Emilie also shares why tea should be treated with the same care and storytelling as specialty coffee, and why long-term success depends on transparency and support for producers.

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In today’s episode, we catch up with Jack Simpson of Axil Coffee Roasters in Melbourne and the reigning World Barista Champion.

After taking the Australian Barista Championship title three years in a row, Jack claimed the world crown in Milan in November, 2025.
In this conversation, Jack reflects on the experience of winning on the biggest coffee stage in the world, the pressure and opportunities that followed, and what comes next. We also discuss sustainability in coffee, and why, for Jack, it’s ultimately about relationships, respect and long-term support for coffee producers, to ensure fairness and economic viability across the supply chain.

Credits music: "Nothing is Forever" by Georgia Mooney in association with The Coffee Music Project and SEB Collective. Tune into the 5THWAVE Playlist on Spotify for more music from the show
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Today, we’re bringing you two standout conversations recorded live on the 5THWAVE stage at The Amsterdam Coffee Festival 2026.
First up, we're joined by Menno Simons, Founder of Bocca Coffee and a pioneer of the Dutch specialty coffee scene. In this thought-provoking conversation, Menno reflects on 25 years of Bocca, the evolution and longevity of specialty coffee, and why even the most established brands must continue to adapt and innovate.

We then speak with Paul Sharo, Founder of Man Met Bril Koffie – the Rotterdam-based coffee hotel and roastery. In this conversation we discuss how career pathways in coffee are always evolving, and why the industry can be a platform for entrepreneurship as much as employment.

Credits music: "Here's To" by Pien in association with The Coffee Music Project and SEB Collective. Tune into the 5THWAVE Playlist on Spotify for more music from the show
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In today’s episode, we’re bringing you highlights from a series of live conversations recorded at Le Paris Café Festival earlier this year, exploring the future of France’s burgeoning specialty coffee market.
In the first conversation we speak Sandra Bouckenooghe, La Marzocco France, Christophe Servell, Terres De Café and Julie Duval at Oatly France, to  discuss the evolution of the French coffee market and the shift towards more structured business models.
We then take a deep dive into the beverage innovations reshaping coffee shop menus in France with Hippolyte Courty, L'Arbre à Café, Ryan Milstein,La Main Noire and Alice Vasseur, Brûlerie des Gobelins and Cafes Richards.

Next, we explore how automation is transforming coffee operations with Tom Clark, Coutume Café, Dominique Lasseur​, SEB Professional, Adrien Poncet, BRITA, Nicolas Poirot-Crouvezier, Simonelli Group and Marco De Sousa Rosa​, MaxiCoffee

To close the episode we look at the rise of the home coffee segment with David Flynn, Belleville Brulerie Paris, Monica Lee, La Marzocco France, Charles Dézé, De'Longhi France, Frédéric Smedile, Café Mokxa, Laurent Canavese, Café Lauca

Credits music: "Paris" by Bandits On The Run in association with The Coffee Music Project and SEB Collective. Tune into the 5THWAVE Playlist on Spotify for more music from the show
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In today’s episode, we’re diving into the fast-moving world of beverage innovation.
Everyone wants to know what the next big beverage trend will be – the next iced matcha, mushroom latte or ube cold foam moment. But true beverage innovation is more than chasing trends. It’s about understanding what consumers value, recognising emerging opportunities, and delivering products in ways that feel relevant, distinctive and authentic to your brand.
So in this episode, we’re asking – how can operators build an innovative beverage programme? Which flavours, formats and signature drinks are genuinely resonating with consumers today? And where will the next wave of inspiration come from?
We're joined by Josh Tarlo, Director of Growth, Origin Coffee, Chi Sum Ngai, Co-Founder, Coffee Project New York, and David Deeley, Marketing Director for Foodservice Europe, Kerry.
Credits music: "Mary Jane" by Arif Raihan in association with The Coffee Music Project and SEB Collective. Tune into the 5THWAVE Playlist on Spotify for more music from the show
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