Last month, our Asia-Pacific leadership team gathered in Tokyo for their annual Regional Meeting. Over two days, country managers, regional leaders, and global colleagues met to align on strategic direction, market trends, and organisational priorities for 2026 and beyond. 

Strategic Direction 

The opening remarks focused on the importance of closer alignment across profit centres, as well as the region’s continued journey toward a more centralised Asia-Pacific operating model. Teddy Esteve, our Coffee CEO, shared his perspective on the need to keep reinventing ourselves, staying agile, and continuously improving as market dynamics evolve.

Regional Overview 

Overall, the APAC region delivered a solid and resilient performance this year, with encouraging results across most markets. India, Indonesia, and Japan stood out as strong contributors, supported by effective risk management throughout the region. The ongoing move toward centralised execution is helping improve price discipline, strengthen collaboration, and support better decision-making across Asia.

Country & Market Highlights 

Country managers shared insights on customer dynamics, supply and demand trends, and where there may be opportunities to improve margins.

Recurring themes included: 

• Changing consumption patterns in key markets 

• Increased competition and customer consolidation 

• Continued focus on certified coffees, sustainability, and supply-chain traceability 

• Opportunities in the U.S., Europe, China, and Middle East markets 

These updates also underscored the growing importance of local market intelligence, stronger on-the-ground execution, and closer alignment between origins and destination markets. 

Innovation, Digitalisation & AI 

Technology updates highlighted the successful iRely pilot in India, along with the expanding benefits of better traceability and process automation. A dedicated session on AI in the workplace explored how digital tools can support productivity, creativity, and more informed strategic decision-making across teams.

Sustainability & SMS Updates 

The sustainability team shared progress across farmer support programs, carbon initiatives, supply-chain innovations, and the broader rollout of SMS visibility across regions. Looking ahead, strategic priorities for 2026 include scaling carbon-insetting projects, strengthening research partnerships, and further supporting EUDR compliance.

Priorities for 2026 

Looking ahead, key regional priorities include: 

• Expanding market reach in Europe, the US, China, and India 

• Strengthening EUDR readiness, sustainability programs, and carbon-linked  

initiatives 

• Building capabilities and leadership talent through cross-training and mobility 

• Enhancing collaboration through shared KPIs and unified operating procedures 

Organisational Alignment 

The region also outlined its future organisational alignment, reinforcing: 

• Centralised strategy and risk management 

• Local execution focused on market intelligence and customer service 

• Clear governance, roles, and KPIs across markets 

• A renewed focus on motivation, cultural alignment, and cross-market collaboration 

Closing Reflection 

The meeting concluded with a forward-looking discussion on market expectations for 2026 and strategic positioning. Participants exchanged perspectives on price ranges for the coming crop year. Overall, the discussion reinforced a strong commitment to One ECOM, deeper collaboration, and disciplined execution across the Asia-Pacific region.

Cultural Evening on the Tokyo River 

To wrap up the two-day meeting, the team enjoyed a memorable evening aboard a traditional Yakatabune boat on the Tokyo River. Set against Tokyo’s illuminated skyline, colleagues came together in a relaxed setting to enjoy classic Japanese cuisine and warm hospitality. The evening provided a great opportunity to connect informally, strengthen team spirit, and celebrate the collaborative efforts that shaped the regional meeting.