To unite, develop and enhance the Specialty Coffee Industry in Malaysia
- Commitment towards quality, service and product
- To remain conscious towards the community and its industry issues, forming solutions
- To remain neutral amongst the coffee community
- To remain trustworthy & reliable towards the industry
- To always be fair and genuine in our decision making process
- To encourage the cultural and economic exchange
- To unite Malaysian Specialty Coffee individuals and professionals
- To always remain dedicated towards educating Malaysian consumers
- To build, grow and assist the Specialty Coffee Industry
- To promote Specialty Coffee as a lifestyle and culture
- To safe guard the intellectual property of all National Championship and development of competition within the coffee industry.
- To keep the integrity of organization of the competition and selection of judges and contestants.
- To continue to ensure there's accountability and responsibility of the organizing committee of all National Championship to the association
- To be the Trustee of the World Barista Championship sanction.
- To create World Class standard judges within the WCE standards