The coffee industry is a massive global market, yet many farmers face poverty despite the high prices consumers pay. A typical latte costs around $5.84, but only about 10% of that goes to the farmers who grow the beans. The U.S. coffee market was valued at $102 billion in 2020, with a significant portion of coffee farms owned by smallholder farmers. The third wave of coffee emphasizes not just quality but also the importance of sustainability and fair trade practices.
• The third wave of coffee began in the 1990s, focusing on craft and ethical sourcing.
• Fair Trade initiatives aim to empower farmers and improve their living conditions.
• Many coffee companies prioritize direct relationships with farmers to ensure quality and sustainability.
• Despite lower profit margins, some businesses choose ethical practices over higher profits.
This focus on ethical sourcing and sustainability is crucial for the future of coffee. It not only supports farmers but also encourages consumers to make informed choices that can help break the cycle of poverty in coffee-growing regions.
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