Coffee Research
'These calls to action may beg the question, “So what can we do about this as an industry?” The very real answer is: “Invest. Collectively. In big numbers.” World Coffee Research is one option; through the Checkoff Program, roasters and importers can donate a small portion of every pound sourced to support coffee’s future.
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Yes, coffee is a $100 billion-plus global industry, but it’s also an under-researched, under-innovated crop. The farmers who work most closely with that crop are in dire financial straits, and we need to support them with R&D that can generate the innovations they need to help their farms thrive, meet market demand, and return to profitability. We need to work with them and their institutes to make them stronger, and to develop tailored varieties and other agronomic technologies specific to the constraints of that particular country. And we need to support efforts to reach more farmers and give them the crucial knowledge and tools they need to survive in this rapidly changing landscape. '
Illustration for Standart Magazine - www.standartmag.com