With the UN General Assembly kicking off
this week in New York and the International Coffee Organization convening in
London next week, we’re heading into a busy time for the global coffee
community. With all the travel hours ahead of us, it’s a good time to pause and
reflect on the hard questions and big opportunities that will shape coffee’s
show coffee consumption reduces risk of everything from dementia to heart
disease to depression to certain types of cancer. The science is clear – coffee is good for the
people who drink it. This past summer even California joined the side of
scientific consensus to recognize coffee’s health benefits.
It’s not just that some coffee is
good. More coffee is better. In fact,
research from the National Institute of Health shows that drinking six or seven cups of coffee a day may
reduce the risk of death from any cause by up to 16 percent. The average
American coffee drinker only drinks three cups per day currently, meaning many
of us are missing out on coffee’s full potential.
Even better – an extra cup of joe (or five)
isn’t just good for the people who drink coffee, it’s good for the people who
The world currently grows a billion pounds
more coffee than we drink. A study
commissioned by the World Coffee Producers Forum confirmed that coffee prices
are stable based on current supply, particularly driven by increased efficiency
in leading coffee-growing countries.
The latest update from the Brazilian Coffee Exports Council (CECAFE) indicated 2018 was another bumper year for the largest producer and exporter of coffee in the world. “Statistics show that Brazil maintained its world leadership position and signs are that 2019 will bring even better results,” said Nelson Carvalhaes, Chairman of the Brazilian Exporters Coffee Council.
CECAFE’s recent update is full of interesting trends and statistics for coffee producers, connoisseurs, and consumers alike. And given Brazil’s scale in the global coffee market, updates from CECAFE always act as a useful barometer on the health of our industry overall.
The concept sounds complicated, but it’s simple to use. Here’s how it works:
Survey respondents using the app are shown an idea (a potential claim, a new beverage idea, a packaging idea, a branding idea a positioning idea, etc.). The idea can be expressed with any combination of text, images, and/or video. The respondent swipes right or left to like or dislike the idea, or can request more information. Once two ideas are liked, they are paired head-to-head for the respondent to indicate which concept they prefer most. The winning concept is advanced to the next round of trade-off.
The NCA used Upsiide to test how consumers react to coffee production information, including certifications, information about the farms where the coffee is grown, information about the coffee strain used in the product, etc.
So, what does Upsiide tell us about coffee production information?
Around 80% of the world’s coffee is produced by 17.7 million small-scale coffee farmers. And while the coffee industry aims to be a sustainability leader, the fact is that many farmers continue to struggle to make ends meet and support their families.
New research finds that the future of coffee depends on adequate income for farmers. A pilot study by Fairtrade International and True Price shows that despite sustainability pledges in the coffee sector, many coffee farmers struggle to make ends meet.