We've attended coffee festivals on four continents, and no matter the location, the experience is often the same: a celebration of competitions, machines, and coffee culture that feels very disconnected from those who grow the beans. The industry loves to talk about "origin," but at these festivals, origin is reduced to a booth in the least coveted corner of the fair that no one ever visits.
Rather than levelling the playing field, coffee festivals tend to reinforce the industry's most damaging imbalance: those at the top of the supply chain are the protagonists, while those at the bottom are marginalised or completely ignored. We constantly see roasters, baristas, and influencers posting endless selfies, but never the producers themselves. What's missing is not just representation, but respect. Festivals rarely invest in bringing coffee farmers in, offering translation services, or creating spaces for real dialogue about challenges at origin.
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