Karl Wienhold- Cheap Coffee
The green coffee value chain is broken...
Bold ideas and actions are needed to fix it.
But a thorough understanding of the context is
required for any efforts to be successful.
Most of us in the coffee industry know that something is very wrong when producers are often forced to sell their harvest below cost and stuck in cycles of poverty and scarcity, while the downstream industry experiences record profits and growth.
There is more interest than ever in "sustainability", but brand reputations are constantly laundered via anecdotal gestures and billions are spent on aid efforts to temporarily treat symptoms rather than root problems. On the other hand, scapegoats are blamed for problems they did not cause and absolved of others that they continue to profit from.