I am a part of a discussion forum on LinkedIn, for coffee professionals. I would like to present here the comments so far, to point out that if we continue along this line of communication, we will go around and around with little progress. I have been a part of similar conversations with any number of coffee industry professionals. The context for a conversation is not established, and therefore there is no end in sight. I suppose we all need to bandy about ideas in any case in order to come to some consensus at some point. One individual posed a question as a topic of discussion in preparation for the upcoming World Coffee Conference this week. Since the conference is nearly underway, I imagine the discussion will cease in this venue.
The original, thought-provoking question:
In your opinion, what is Coffee Sustainability?
-Economic Sustainability?
- Environmental Sustainability?
- or Social Sustainability?
Next comment:
In my opinion It has to include all the three pillars (economic, environmental and social). There is no sustainability without economic viabilit. This last one is often forgotten…
I followed:
This is a difficult question, primarily because the context of the term ’sustainability’ is so subjective. We have listed three elements: Social, Economic, Environmental, and people will generally agree that the triple-bottom line is desired. But, through what perspective are we talking about? Farmer? Coop? Exporter? Importer? Roaster? Retailer? all along this chain as a whole or compartmentalized? On a community level versus individual? There are many perspectives to take. The first necessity is to agree to a context for the conversation and come to consensus around this context.
After this, the conversation must focus on policy and how to address true intent of any policy that is created – and its root cause – either on a governmental or organizational level.
One more quote:
How about sustainability all along the supply chain? From an importer’s/exporter’s viewpoint, we do not have that now. The exporters are expected to sell short to the importers or directly to roasters. Importers are expected to sell short to roasters 6 months to a year forward. According to the ICO, world production was 123 mln 60-kg bags for 09/10 crop year and world consumption was 130 mln 60-kg bags. Stocks in consuming countries are being drawn down and that is expected to continue for 10/11 crop year.
Differentials are far higher than the level at which the sales were made to importers or roasters. How long does anyone think exporters and importers can survive in this environment?
I think the discussion has been limited to producers for too long. The roasters have to buy as cheaply as possible, expecially during this recession, to stay competitive with other beverages. Coffee is considered part of the basic food basket for most consumers and they resist price increases fiercely in this economic environment. At the end of the day, the consumer is king and can turn to other beverages if coffee is perceived as “too expensive”.
Now we are seeing the rise of “energy drinks.” This is a direct competitor to coffee consumption. Any ideas on how to respond to this latest threat?
Lastly:
very good question to discuss at any time, specially at the WCC’s front door.
The theme is so rich that I suggest we let paralel’s discussions like drink’s competition for another time.
I agree with the comment about three basic elements. But wonder how Social line includes local culture? Should not sustaintability also care specific about cultural traditions? Let´s think about minorities like african tribes and haitians small coffee producers. Are these cultures beeing contempled with the Sustaintability stamp?
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