Discussions around sustainability in the coffee industry redefine patience.
When we’re not being faced with the reality of dismal farming wages, heads are spinning on aaall the different intermediaries in the coffee supply chain. Producers, importers, exporters, retailers, roasters…and here we were just figuring out the difference between a macchiato and a latte. It’s an average day slicing apart the noise to get meaningful action that changes lives for the better. The convoluted nature of it all starts to feel intentional after a point.
Knowledge is power. I recently checked out this video by Cedro Alto Coffee on the coffee supply chain — Karl goes into great detail concerning the jobs in-between the producers (farmers) and the consumers (us). He takes a patient and critical look at the understandably frustrated conversations on the supply chain and how many want to snip out a few intermediaries. He notes that there are still many administrative and shipping roles that get coffee into stores in the first place, not all of which can just be squished into one job.
I exist as both a link in the chain and an end consumer. My copywriting niche is coffee (as well as tea and alcohol), helping professionals in the industry reach the right people…and I purchase coffee and coffee equipment. My interest is more than just a good cup of joe on my desk: it’s a deep investment of the veritable knot this industry has tied itself into and all the fingers needed to detangle it. I may not be around in the next fifteen to twenty years, but I do know I want coffee to stick it out.
Change is possible. We can see with our own two eyes that what’s happening in the coffee industry just isn’t working. The only question is what, exactly, can be done…and the only surefire wrong answer is to do nothing at all.