Africa is introducing lesser-known coffee varieties like Liberica and Arabusta, highlighting the continent's biodiversity and offering a diverse coffee experience to global consumers. Despite these innovations, African coffee producers face infrastructure and market access challenges. The International Trade Centre (ITC) is supporting small and medium-sized enterprises (SMEs) through the ACP Business-Friendly Programme. At the Paris Coffee Show 2024, African coffee companies showcased their progress, focusing on innovation, sustainability, and entrepreneurship. The event highlighted the importance of technology and sustainability for African coffee SMEs, with a focus on eco-friendly practices and advanced roasting technologies. These trends are expected to boost the competitiveness of African coffee companies on a global scale.