Talking about Coffee crisis from Black Coffee

Apart from oil, coffee is the most valuable legal commodity on earth. We will understand the impact of cheap coffee and popular marketing on coffee consumers and growers. Why did these coffee beans, which were originally as expensive as gold, end up with bad results?

For more than a hundred years, the price of coffee has spiraled up and down in the cycle of rise and fall, which has brought endless wealth to some people and brought disaster to many people. at the beginning of the 21 century, due to the lack of global supervision, the world coffee production is far higher than coffee consumption, driving the price of coffee beans to the lowest level in history. The country most affected is the world coffee giant Brazil. In the early 1990s, with the deregulation of the coffee market, great changes have taken place in the Brazilian coffee industry, and coffee prices may continue to hover at low levels for quite a long time. Brazilian farmers have been trying to compete, improve competitiveness and reduce costs. Brazil's coffee production has been industrialized, producing a large number of low-cost coffee beans. Like George. Experts such as Howell are trying to find high-quality coffee beans in the hope of driving up market prices and thus raising prices to coffee roasters.

Such an attempt begins with the Cup of Excellence competition, which comes from a United Nations project that I have worked on to help producers improve the quality of their products and sell them at a better price. Our idea is to strengthen the relationship between consumers and producers, who sell good prices through online auctions and fully enjoy the fruits of labor. Taste like "sea turtle" brand peanut caramel, experts are faced with a choice, so more rigorous. This year, a finalist farm is on the verge of closing down because the market price of coffee beans is too low. Only the coffee beans that win the competition are expected to be as expensive as gold, which benefits consumers who are willing to pay a reasonable price for a good cup of coffee. If the coffee crisis continues, consumers will suffer, with low prices prompting manufacturers to cut corners or give up planting. Coffee processing companies that buy coffee beans will benefit from low prices, while growers will suffer. Coffee was not introduced into the British colony more than two centuries ago. In 1773, tea and malt liquor were in full swing. Ironically, the British government began to levy a tea tax, but it was the prelude to the coffee legend, and the colonists did not welcome the tea tax.

One is Samuel. The brewers of Adams, led by a group of "sons of Freedom" members, forcibly boarded the British merchant ship and poured the whole ship of tea into the port of Boston, marking the liberation of the United States from British colonial rule and taking a stand. It's like ordering a cup of coffee in a bistro or a cup of tea in a cafe, John. Adams, who used to be a member of the "son of Freedom" and later became president of the United States, also likes to drink tea. about giving up the habit of drinking tea, he wrote to his wife: "everyone must quit tea, and I must quit sooner or later." Since then, abstaining from tea has been seen as a sign of patriotism for Americans, while coffee is grown closer to the United States, and coffee is cheaper and easier to get. The illegal entry of coffee into Brazil began with a border dispute and ended with a romantic espionage. At that time, there was a border dispute between French Guiana and Dutch Guiana. As the two sides could not reach an agreement, they invited a Brazilian official to make the ruling as a third party. This is Francisco. During the negotiations, Parata officials fell in love with the wife of the French Guiana governor. When he left, the wife sent him a bouquet of flowers as a token of her love. In this bouquet, she put several coffee fruits that can be cultivated. Palata brought it back to Brazil. They found that the most lucid and motivational drug is caffeine. You can also drink tea, but in the navy you will learn to make and enjoy a mellow cup of coffee.

During World War II, the United States wanted to participate in some coffee control programs, fearing that Latin American countries would become Nazis, and in 1940, the European coffee market collapsed. Brazil's industry, which has been in the doldrums for a decade, is almost destroyed. Us diplomats are alarmed that the pro-American government of Vargas could fall quickly if Brazil's economy collapses, and that life can go on when the US government bought all the unsold coffee from 1941 to 1943 to solve the crisis. After the war, coffee companies brought instant coffee from the trenches into the kitchen. Instant coffee tasted very different from fresh coffee, but the instant powder made from cheap roasted coffee beans catered to the wave of postwar modernization.

Instant coffee like Maxwell and Nestl é will not be of good quality, and the taste has been destroyed in the production process, so why spend money on high-quality coffee beans? large coffee roasters are competing to join the price war. they use cheap raw materials to make cheap canned coffee in stores, and they mix them with more and more cheap Robusta beans. As a result, people drink less and less fine coffee, more and more diluted coffee, and the taste is getting worse. Americans are drinking worse and worse blended coffee, while Canadians are soaking doughnuts in better coffee, the great hockey player Tim. Horton not only succeeded on the playground, but also invented a way to match doughnuts with good coffee. The matching of coffee and doughnuts is very important. Canadians love doughnuts. We have the largest per capita consumption of doughnuts in the world. Canadians have two hobbies, mellow coffee and delicious doughnuts. Tim。 Horton's story is the quintessential version of the Canadian coffee story and has caused great repercussions. In Quebec, there is a new French immigrant who misses the coffee in his hometown very much. His name is Albert. Louis。 Fan. Huth. He pawned his wife's diamond earrings and bought a Gabriel. Burns ovens began to bake coffee beans behind their own gourmet store. Brewing coffee is an art, you should put the beans in the oven and follow the steps slowly, otherwise you will not be able to make delicious coffee. The coffee purchased by Americans is of poor quality, which is only aimed at the masses, a brown drink that can recharge people. What large coffee companies think of is not to improve the quality of coffee, but to increase sales through advertising, the most famous, most collapsing but also the best coffee TV advertisement. With the Maxwell coffee percolator as the theme, it promotes a very bad way of making coffee, because it makes the coffee cycle and makes the coffee more bitter, and everyone knows the theme song of that commercial. it's an interesting little commercial. Fujue Coffee is the best and oldest coffee company in the United States, and it satisfies all coffee drinkers.

Coffee companies want to increase consumption and produce low-caffeine coffee such as Shanka, so it doesn't matter how much bad coffee consumers drink without caffeine. But most people still rely on regular coffee to stay up late, and there are endless 10-cent cups of coffee in 24-hour cafes, but the days of drinking 10-cent cups of coffee are numbered in the mid-1950s. Brazil's deteriorating climate and insufficient coffee production have pushed up market prices for the first time in decades. Almost everyone is watching the weather in Brazil to see if there will be droughts and ice disasters that some Brazilians and the rest of the world look forward to because they will raise the price of coffee. The climate disasters of 1950 and 1954 caused the price of coffee in Brazil to soar.

On Monday, August 27, 1956, the wholesale price of coffee, including Chase and Sanborn, Wanning and Maxwell, rose by 3 cents a pound. Fortune soon followed suit, and in most cases the rise in the price of coffee beans in South America was the reason for the surge in wholesale prices. A total of three hearings were held due to the soaring price of coffee, in 1950, 1954 and 1977. At the 1950 hearing, a Colombian named Andre testified before Congress. It was an excellent speech, and what he said still applies to this day. He said that when you talk about coffee, you are not just talking about a commodity, but the lives of millions of people. Andre added that our Latin America faces many difficult tasks to eradicate illiteracy and disease. There is also a plan to replenish millions of people with nutrition. If we can ensure a fair price of coffee, we can work miracles. Otherwise, the people here will be drifting in the ocean of poverty all the time. The good times are always accompanied by coffee. No one cared about Andre's speech. Consumers knew little about the problems of coffee production in Latin America, while the big coffee manufacturers turned a blind eye to the plight there.

During the Cold War in the United States, the authorities rejected Andre's proposal that bus fares could rise quietly, but coffee was different. Lobbied by coffee companies, U. S. government officials told Latin American countries that if they want to make more money from coffee, they only need to sell more coffee. The 1950s was a special period when countries such as Brazil, Colombia and Mexico formed a system of cooperation. Colombia was one of the leading countries, and we set up an office in New York, and they found that coffee consumers know nothing about coffee. Coffee comes from where it grows. Who makes coffee? we created Juan in Colombia. The reason for the image of Valdez. Juan is a typical coffee grower who often leads a mule and pulls two bags of coffee beans. One day, in Colombia, South America, Juan. Valdez took coffee beans to the market, where he had grown coffee in fertile alpine soil and in the shade to ripen them. There were two American coffee buyers who bought Colombian beans from Juan. Six months after the campaign began, coffee sales increased and people finally became aware of the existence of coffee growers. At that time, a pan-American organization to promote the development of the coffee industry was established with the joint efforts of the United States, Canada, and coffee production. They advocate having a cup of coffee and taking a break at work. The Pan American Coffee Bureau immediately launched a campaign to introduce the term "coffee break" to North American countries. Would you like a nice cup of coffee during the break? The coffee break directly boosted consumption, but the strategy did not ease the coffee glut, which caused Brazilian coffee prices to fall again amid calls to impeach President Vargas.

"We have been subject to international economic organizations for decades," Vargas said in an open letter to the nation. "I was at the forefront of the revolution and I won. Later, when the coffee crisis broke out, the value of our main products increased, and we wanted to keep the high price of coffee, but the response was so strong that we had to give in. I had nothing to give except my blood. " After leaving the pen, Brazil's longest-serving dictator was shot dead. Vargas's suicide destroyed the already fragile social order in Latin America and became the trigger for unrest during the Cold War. In 1962, the United States finally signed the World Coffee Agreement. As a result, they reached a world coffee agreement similar to the OPEC agreement. The Coffee Agreement is a political agreement reached at the highest level that aims to create a better trading environment for products from more than 50 to 60 developing countries around the world. Different industries adopt different methods, and the coffee industry adopts a quota system. Under the quota system, where producers agree to limit the amount of coffee exported and consumers agree to limit imports, the system itself is effective, apart from the ongoing debate over quotas, and coffee growers have experienced the longest period of stability to date. However, like most price control plans, the agreement is often under political and economic pressure. No one likes the agreement, which covers all consumer countries except Russia. It also includes all producing countries. All countries are suspicious of each other, and there is often friction between countries over the amount of quotas.

In 1989, the agreement broke down, Brazil wanted to withdraw for various reasons, and the United States wanted to quit because of the end of the Cold War. The cold war was over and the Berlin Wall fell. The stock of coffee is so large that everyone wants to pour coffee into the world market before the price of coffee goes down. Naturally, all this makes the price even lower. The rock bottom price is even lower than the production cost. The world's coffee giants are unlikely to keep coffee prices low, which means war for the Brazilian coffee industry. Brazil has invested heavily in agricultural technology, and they are preparing for the next crisis. A large number of new machines have replaced manual labor, so that producers can make a profit even if the price is very low. Ipanema farmers are interested in the mechanization of coffee cultivation. Due to the decline in the quality of Brazil's cash crops and the lower purchase prices of coffee by multinationals, companies were the ultimate winners when Brazilian coffee production reached a record high of 50 million bags, and when tea-drinking countries flocked to the coffee market, companies made more windfalls. Vietnam's coffee production has increased more than tenfold in a decade. Vietnam has become the second largest coffee producer in the world. The coffee they produce is mainly low-quality robusta beans, which have flooded the world market and become the initiator of the coffee crisis. Not only Vietnam, but Brazil also grows a large number of Robusta, all of which are undoubtedly closely linked. You mention Vietnam to Guatemalan coffee growers and they will make a cross and spit on you.

They blame the Vietnamese for today's coffee crisis and livelihood difficulties. After a century of ups and downs, the world's worst price decline has turned into a full-blown global crisis. The most affected is the coffee seed value area in Central America, where the whole society is disjointed and the basic necessities of life are very scarce. The coffee crisis leads to poverty, affects relationships, and children lack health care, food and clothing, and education. Fourteen Mexican coffee growers died while crossing the Arizona desert in search of a job to support their families. Since then, the coffee crisis has attracted the attention of the world. At the turn of the century, many coffee producers lived only slightly better than their enslaved ancestors, and the economic cycle that led to this coffee crisis will continue. unless one day the government and large coffee companies can help end the chaos in the coffee market. Even at the best of times, coffee growers can only buy a cup of cappuccino from an ordinary coffee shop for a day. However, a new generation of coffee-loving consumers is the best hope for Latin Americans. Not only do they need a better cup of coffee, but they also want to know where the coffee comes from and what the price is for mankind.