Alexander Barrett's 4,500km expedition from Colombia to the US delves into the complex journey of coffee from farm to cup. He discovers the arduous work of coffee farmers and the challenges they face, including the perception of coffee as a 'poverty crop'. The journey highlights issues of traceability and the dilution of certification standards, as cooperatives mix member and non-member coffee. Barrett emphasizes the importance of transparency in farmgate prices to ensure fair compensation for farmers and ethical trade practices. The article also explores the significant value added by roasters and the minuscule share farmers receive from the final product. Accurate data and technology, such as ifinca's digital platform, are crucial for sustainability and efficiency within the coffee industry, ultimately benefiting both producers and consumers.
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