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No death to coffee

Imagine the day coffee shops around the country place a ‘closed indefinitely’ sign on their shop door. Imagine the end of the World Barista Championship when there’s no longer any quality coffee to showcase, or replacing your morning coffee with a green smoothie.

The idea of a world without coffee is incomprehensible to many, but possible, with studies already predicting that by 2050 demand will double while suitable land for coffee production will be half of what it is today.

With no investment, 2040 will mark the fall of production, as well as an inevitable rise in retail prices that will halt or reverse the year-on-year consumption growth the industry has enjoyed.

Rather than watching the situation demise, there is something we can do, contrary to thinking that the greater issues of climate change and disease threatening the industry are “too big and complex” to be our problem, when they are.

Everyone can play a role in helping secure the industry’s future by eliminating the knowledge and technology gap that exists for producers. World Coffee Research (WCR), a

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