The Economic Approach

by Philippe Juglar

The coffee evolution over the last generation clearly shows the share of the value chain left to green coffee producers is on a steady decrease. At the other end of the chain, marketing and branding seem to retain an increasing valuable stake each year.

Therefore, why not process coffee in the country where it is cropped?  Why not give more added value through the intangible asset which lies within the fame of its geographical origin? How can we switch to success stories just like how Italy, France or China recount with their cheese, wine, oils, teas etc.

Considering the buoyant roasting industry in producing country, taking into consideration the new passion of coffee growers, it is perhaps time to start exporting coffee roasted in coffee growing countries.

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