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Cup Of Excellence is an international award in recognition of top quality coffees.
 

Every year, a group of coffee boffins sit around drinking lots of coffee.  They eventually pick what they consider to be the best coffees in the world, and these select beans are given the Cup Of Excellence award.

A great deal of information can be found at the COE web site, http://www.cupofexcellence.org/.

COE coffees are put up for auction, with only the most determined roasteries splashing the cash.  As a result of this auction process, COE buyers pay a premium, and so (of course) do the end users.  So, as a rule, only the roasteries with particularly discerning customers will buy in COE, and only the more discerning coffee shops will serve it.   

You can view the list of current (and previous) buyers of Cup Of Excellence coffees by clicking here.