Sierra Yeo partners with cumpa
We’re excited to share that Sierra Yeo is collaborating with cumpa in a freelance role, helping us strengthen everything connected to community development. From storytelling and education to events and new formats, Sierra brings both strategic vision and hands-on experience.
Who is Sierra Yeo?
Sierra is a coffee professional with a truly global perspective. Currently based in Switzerland, she has built her expertise across the UK, Asia, and Latin America, with projects taking her to China, Panama, Singapore, and beyond.
Brewing Champion. Sierra is the 2022 UK Brewers Cup Champion, known for her precision, clarity, and creativity on stage.
Certified Cupper. She holds the Q Arabica Grader certification and the CVA for Cuppers certification, bringing rigorous sensory expertise to her work.
Multilingual. Sierra works fluently in English and Mandarin, and conversational Spanish, giving her a natural ability to connect across cultures.
Event Host & Moderator. In early 2025, she moderated the World Brewers Cup Championship in Jakarta, showcasing her role as an engaging communicator on the international stage.
Community Builder. From 2019-2022, she founded The Kore Directive, advancing equity and inclusion in coffee through events, workshops, and dialogue.
Alongside her freelance work, Sierra also supports Rose Coffee in Zurich, where she collaborates with her husband, World Brewers Cup Champion Matt Winton, in building a roastery grounded in craft and community.
Why Sierra × cumpa?
Sierra’s own words describe her perfectly:
My approach is holistic: shaping both external brand narratives and internal education systems that stick. From on-the-ground event execution to leading product R&D cycles, I bridge strategy with storytelling.
At cumpa, we share that vision. Our mission is to go beyond borders in coffee — connecting producers, roasters, and communities in transparent, creative, and meaningful ways. Sierra strengthens that mission with her:
- Strategic insight — consulting experience with global brands like Danone, Alpro, and Nespresso.
- Communication skill — a background in copywriting and editorial direction, ensuring messages resonate from farm to cup.
- Community experience — proven ability to host, moderate, and lead programs that bring people together.
What’s next
Together with Sierra, we’ll explore new ways to share knowledge and build community:
Inclusive events and activations – especially Canephorum and other diversity-in-excellence-focused specialty coffee events.
Cuppings to show the cumpa work and portfolio
Fresh formats that invite more people into the specialty coffee conversation.
We’re thrilled to welcome Sierra into the cumpa story — stay tuned for what’s coming next.
Short bio
Sierra Yeo is a Switzerland-based coffee researcher, writer, and the 2022 UK Brewers Cup Champion. She is a Q Arabica Grader and holds the CVA for Cuppers certification. Sierra founded The Kore Directive in the UK, works in English, Mandarin, and Spanish, and regularly moderates and hosts international coffee events — most recently the World Brewers Cup Championship in Jakarta (2025). She also supports Rose Coffee in Zurich alongside her husband, World Brewers Cup Champion Matt Winton.
