I have worked in the specialty coffee trade for over a decade and, like many people in the industry, I believed for much of that time that specialty coffee was sustainable. With almost all companies in the specialty coffee industry claiming to pay better prices to producers, then the environment must naturally be taken care of, right? Another surprise came when we started to market our solution to brands and traders associated with the specialty coffee sector. It makes me wonder: Is the specialty coffee industry falling behind? In my opinion, what really needs to change in the specialty coffee industry is the narrative.

Source: Ethiopian News November 14, 2023 15:15 UTC