Lecture Description
Explore how the U.S. Coffee Championships serve as a powerful platform for personal growth, career advancement, and industry innovation. This panel will feature insights from past competitors, mentors, and supporters who have experienced the transformative impact of the competition process. From honing technical skills to building industry connections and elevating brands, the discussion will highlight the tangible benefits for individuals and businesses alike. Attendees will walk away with actionable strategies for engaging with coffee competitions and fostering a culture of excellence and inclusivity within the specialty coffee community.
This panel will also be include some of the current leaders to explain the current format, how the competitions have evolved, and where we are headed.
Through engaging stories, case studies, and a discussion on the changing landscape of coffee competitions, attendees will leave inspired and equipped to participate in or support these transformative events.
Date: Saturday April 26, 2025
Time: 1:00pm - 2:00pm
Location: Room 351DEF
Category: Business
Access: This lecture is free to attend with a Specialty Coffee Expo entry badge. Register to attend Specialty Coffee Expo here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Panelists
Ashley Whelan
Director of Coffee
Ashley Whelan is a seasoned coffee professional with over a decade of experience in the specialty coffee industry. She began her coffee journey in 2012 while working in neuroscience research at NYU in New York City. However, by the end of that year, coffee had captivated her, revealing a surprisingly dynamic industry compared to her lab work. Since then, Ashley has held a wide range of roles, including barista, roaster, green buyer, green coffee sales and marketing, educator, and consultant to café owners and coffee producers. In her current leadership role, she integrates her diverse experiences to drive operational excellence and support both business growth and team development.
Beyond her day-to-day work, Ashley is deeply engaged in the coffee community as a Head Judge and Committee Chair for the Coffee in Good Spirits Competition. Outside of coffee, she enjoys hiking with her dog, Cooper.
Reiko Piekarski
Director of Coffee Programs, USLAC Chair, USCC Leadership, Fortuna Enterprises LLC
Reiko Piekarski has been passionate about coffee from an early age, seeing it as both a daily staple and a way to bring people together—whether for conversation, collaboration, or creativity. After college, Reiko began working in the coffee and tea department of a local specialty grocery store, a role that became the launchpad for an 18-year (and counting) career in coffee.
With experience spanning retail, barista work, café management, consulting, wholesale, training, and now serving as a Director of Coffee Programs at Fortuna Enterprises, Reiko has developed a deep understanding of the industry from multiple angles. Beyond professional roles, they dedicate significant time to volunteering at major coffee events, including the SCA Expo, local industry gatherings, and the U.S. Coffee Championships, further contributing to and shaping the coffee community. Reiko has served as a judge for both US Barista, US Latte Art and currently serves as Chair for Latte Art and part of the USCC Leadership team.
Piyapat "Flook" Lapteerawut
3 Times US Latte Art Champion / Latte Art Instructor
Hi there, I'm Flook - not 1, not 2, but 3 times US Latte Art Champion.
I have been pouring latte art for 8 years, and started seriously competing 6 years ago. Fun fact, I choose barista job because I just want to make people happy with my coffee and I started competing in Latte art because I just needed a job.
Asia Anderson
Dir. Community Culture, Houston Coffee Collective
Asia Anderson is a small business consultant, strategist and event coordinator. She also serves as the Director of Community Culture for the Houston Coffee Collective. Within this role in the Houston coffee community, her goal is to continue to listen, learn and work to offer resources and opportunities for connection locally and beyond.
Taylor Murphy-Dyer
Wholesale Education Manager, FairWave Coffee Collective
Taylor Murphy-Dyer is a dynamic leader in the specialty coffee industry, currently serving as the Wholesale Education Manager at FairWave Coffee Collective. With a deep-rooted passion for coffee and cocktails, Taylor also plays a pivotal role as Head Judge for the US Coffee in Good Spirits competition and serves on the national committee shaping its future.
Her career spans across the coffee industry—from cafe operations and sales strategy to training and education—bringing a rare depth of insight and versatility. Beyond her day-to-day, Taylor is a passionate leader in the competition community, where she’s a respected coach, host, and judge, continually elevating the craft and community of specialty coffee.