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C

We’ve always prescribed the categories—innovation, sus-
tainability, function etc., but like many other design awards,
avoided any attempts to set objective quantitative assessments.”
It seems that the decision goes down to personal taste or
likes and dislikes of a particular judge. In this case, how can we
keep the game fair and how can a participant understand if he
or she fulfills judges’ taste? “Our judging selection pool is always
evolving but traditionally contains a cross selection of profes-
sionals from SCA’s volunteer leadership and the broader com-
munity,” said organizers.
As it is harder and harder to stand out with the great design
these days, SCA gives an opportunity to coffee industry to shine
and picks the best designs every year. As a prize winners get the
access to the CDA Winner Mark for promotional use and recog-
nition on sca.coffee, in SCA News article and in press release,
helping young emerging brands to get some awareness.

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