Historically, the price of coffee has been extremely volatile, due to the never ending discrepancies between supply and demand. But these constant cycles of highs and lows, have devastating effects for producers and coffee workers from around the world. Of course, in the United States this crisis goes virtually unnoticed, where the global coffee market is dominated by few multinationals: Kraft General Foods, Nestle, Procter & Gamble, Sara Lee, J.M. Smucker Company, Starbucks Corporation and Dunkin’ Donuts.
But what would happen: if small coffee farmers knew exactly how much their product is worth? If they could calculate their production, logistics and marketing costs? And if they could obtain a price that promotes the quality and sustainability of their production?
We have an invaluable opportunity in the young and new generations of coffee growers, with unlimited access to online information, eager to learn and with a global mind set. There is where we must aim all our efforts to improve this reality.
Let's make this a sustainable business for everyone and enjoy your specialty coffee!