The coffee industry must shift its focus to culture, history, and farm stories in order to thrive, similar to the cheese and wine industry, according to experts. By highlighting the intangibles of an origin and emphasizing the human and ecological story, coffee producers can create narratives that resonate with consumers and command higher prices, similar to products like Parmigiana, Stilton, and Champagne. To secure the long-term future of the industry, organizations are now advocating for investment in agricultural research and development, particularly to address the impact of climate change. The World Coffee Research suggests that an additional $452 million per year over the next decade is necessary to provide farmers with the tools and innovations needed. This funding would support research into more resilient plants, improved disease and pest control, better protection of water and natural resources, soil health enhancement, and best practices in farm management. Developing countries and coffee-consuming nations would need to collaborate to co-finance this research and innovation agenda. Additionally, marketing expertise, technology such as DNA fingerprinting to identify coffee varieties, and improved access to finance and credit mechanisms can help bridge the gap between production and consumption. The coffee industry can utilize the lessons learned from the success of Brazil, Vietnam, and Colombia, the top three producers, by investing in farm technology and climate-resistant plants. The International Coffee Organization (ICO) has also established a task force with the aim of ensuring an economically, socially, and environmentally sustainable coffee supply by 2030. However, critics argue that major coffee companies should do more to support growers and sustainability initiatives. Starbucks, for example, claims to be committed to responsible sourcing, investing in communities, and paying farmers above market price. The Royal Botanic Gardens, Kew suggests a radical solution to introduce a new bean, the coffea liberica, which shows promise due to its ability to thrive in warmer conditions. This variant could be bred with arabica or robusta to create climate-resilient plants. Ultimately, the coffee industry must adapt quickly to meet future demand while ensuring the economic viability of coffee farmers and preserving the diverse flavors that make coffee so appealing.
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