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Consumer Awareness and Sustainable Coffee Choices
Cultivating Conscious Consumption: The Impact of Informed Choices on Transforming the Coffee Industry Towards Sustainability
Published October 25, 2023
Chandra Melo
Coffee experts@The Coffee Lab
Each day, millions of us reach for a hot cup of coffee to kick-start our mornings. Whether it's enjoyed on a bustling morning commute or sipped leisurely in the quiet solitude of our homes, few can resist its enticing aroma and invigorating taste. But how often do we stop to think about the journey that those coffee beans have taken to reach our mugs? If the answer is 'rarely', then this article is for you. Join me as we explore the fascinating world of consumer awareness and sustainable coffee choices.
Introduction
Importance of Consumer Awareness in Making Sustainable Coffee Choices
The powerful role that consumer awareness plays in driving sustainable practices within the coffee industry cannot be overemphasized. In simple terms, every purchase one makes is an active endorsement of certain marketing practices and farming standards, whether one realizes it or not.
Making informed decisions about choosing sustainably sourced coffee can have profound effects on numerous levels - from societal impact to environmental change. And while it's easy to feel overwhelmed by such weighty responsibility, remember that when harnessed correctly, it becomes an incredible force for good.
Impact of Consumer Choices on the Coffee Industry and Environment
Our purchasing preferences don't exist in isolation; they create ripples which resonate far beyond our personal lives, permeating even global markets. This holds particularly true when looking at consumable items like coffee- a commodity whose production hinges significantly on human labour and natural resources alike.
Consider this: conventional coffee-growing methods can put immense strain on both local ecosystems and communities involved in the cultivation process, leading potentially to land degradation, loss of biodiversity, deforestation and necessity-driven poverty among growers.
Now imagine what happens when consumers start opting more for sustainably sourced varieties instead? We begin creating demand for enhanced agricultural methods which are less damaging to the environment - reduced pesticide use or forest-friendly plantation settings - and more equitable to farmers - better wages, and improved work conditions. In essence, every sustainable coffee choice is a step towards an ecosystem where our morning brew promotes not just personal well-being but also general economic prosperity and environmental health.
The potential for positive impact latently contained in these decisions is enormous!
Understanding Sustainable Coffee
Definition and Criteria for Sustainable Coffee
First, let's delve into what sustainable coffee truly constitutes of. By definition, sustainable coffee includes all practices that involve environmentally friendly production methods, fair labour conditions, and a transparent consumer-product relationship. This means supporting socio-economic equality through ethical standards such as paying reasonable wages to farmers and reducing greenhouse gas emissions at the production level.
The core criteria for sustainable coffee include the alignment with three principal pillars;
- Ecology: Coffee cultivation should contribute to preserving biodiversity.
- Economy: At every step of its life cycle, it must provide adequate economic benefits to those involved.
- Social Equity: It ought to honour social rights and cultural diversity while being cultivated or traded.
The intention is to protect not just nature, but also the people who participate in growing our favourite morning brew.
Certification Systems and Labels for Sustainable Coffee
When sifting through many labels on your coffee bag from Rainforest Alliance-certified to Certified Organic, it might be overwhelming trying to discern their exact meanings. So let's understand some prominent certification systems:
- Fair Trade: Represents an equitable trade system where farmers receive fair payment for their beans.
- Organic: Involves no synthetic pesticides or chemicals used throughout farming; it focuses purely on natural growth methods.
- Rainforest Alliance: Ensures eco-friendly practices are in place that conserve biodiversity and support worker welfare.
- UTZ-Marie Certified: Concentrates on good agricultural practices, better working conditions along with taking care of nature.
While these certifications may seem like slight variations, their impacts play out considerably over time—each embodying different routes towards fostering Consumer Awareness and Sustainable Coffee Choices.
Benefits of Sustainable Coffee Production and Consumption
Transitioning towards a more mindful breakfast blend doesn't just benefit us as consumers by providing healthier choices; it has far-reaching benefits:
- Environmental Stewardship: One major advantage is environmental preservation, mitigating deforestation and conserving biodiversity due to eco-friendly farming practices.
- Fair Trade Wages: Certified coffee growers often receive a vastly improved wage, uplifting the socio-economic conditions of farming communities.
- Health Benefits: Organic beans lack potentially harmful pesticides, offering us better health benefits than conventionally grown ones.
In essence, when we choose sustainable coffee, we're not just enhancing our own taste experience but also making an important vote supporting producers’ rights and Earth's wellbeing. Embracing this trend makes us active contributors in preserving our planet for future generations while relishing our preferred cup of joe.
Factors Affecting Consumer Awareness of Sustainable Coffee Choices
A closer look at the landscape reveals several key factors shaping consumer awareness when it comes to sustainable coffee choices. From traditional marketing campaigns by businesses in the coffee industry to contemporary influences such as social media and education initiatives, we'll delve into how these elements navigate consumers towards more responsible purchases.
Marketing and Advertising Strategies by Coffee Brands
In persuading consumers' buying decisions, marketing and advertising play a crucial role. Major coffee brands invest heavily in their strategies to promote sustainable product lines, hoping their messaging appeals to environmentally-conscious consumers.
These promotional tactics range from visually engaging packaging that highlights sustainable farming practices, to compelling advertisements that narrate the story behind each sustainably sourced bean. By tugging at environmental and ethical heartstrings through targeted narratives, these brands seek not only sales but also forge deeper connections with customers who share similar principles around sustainability.
Consequently, each uniquely crafted message acts like a beacon for prospective buyers navigating crowded supermarket shelves - guiding them toward a sustainable choice that aligns with their values, thus strengthening consumer awareness about making 'greener' coffee selections.
Role of Social Media and Influencers in Promoting Sustainable Coffee
Social media platforms have become potent tools for both educating consumers and influencing their purchasing decisions related to sustainable products — including coffee. Trending hashtags revolving around sustainability often trigger discussions regarding ethical consumption patterns.
Furthermore, popular influencers armed with robust followings can exert significant sway on consumer behaviour. Their endorsements for sustainable coffee brands ultimately filter down to empower followers with knowledge about making eco-friendly decisions—in this instance—choosing sustainable brew over conventional alternatives.
Given Instagram feeds brimming with aesthetically pleasing flat lays of carefully curated meals juxtaposed against sustainably sourced mugs (cuppa joe), or vibrant Snapchat stories documenting fair trade farmers' journeys; it's no surprise today's socially aware age finds itself increasingly alert to its impact on our planet—exemplifying the holistic blend of entertainment, education, and influence that social media offers.
Effects of Consumer Education Programs on Sustainable Coffee Awareness
Consumer education initiatives play a pivotal role in enhancing awareness around sustainable coffee. These efforts bridge knowledge gaps about the industry's environmental and social impact, providing meaningful insights into picking eco-friendly options.
Examples of consumer education might include insightful workshops explaining labels on sustainable coffee packaging or engaging seminars highlighting disparities between conventional and sustainably grown beans. Other examples could be inviting interest from local community groups or running school programs—essentially wherever convenient opportunities for learning present themselves—all contributing towards informed decisions at checkouts.
Each educational intervention is a step forward in raising consciousness about the tangible effects of our everyday choices- driving home the message that switching to sustainable coffee is both a feasible and responsible choice benefiting not only us as individuals but also our shared global environment.
Consumer Perception and Preferences for Sustainable Coffee
Understanding how consumers perceive and prefer sustainable coffee products can assist marketers, policymakers, and industry stakeholders to better encourage responsible consumption habits. This section delves into the pivotal influences of consumer perception, preferences towards sustainability, concerns about pricing, quality, and brand reputation, as well as attitudes toward ethical practices.
Factors Influencing Consumer Decision-Making Process
Different factors come into play when consumers opt for sustainable coffee choices. These influences can be vastly complex - varying from personal values to societal norms:
- Personal Beliefs and Values: According to a study conducted by The Journal of Consumer Marketing [source needed], personal beliefs regarding environmental conservation significantly affect whether a consumer chooses sustainable coffee.
- Social Influence: Peer pressure also plays an important role in nudging individuals toward more eco-friendly selections.
- Availability of Information: Consumers equipped with sufficient information about the benefits of sustainable products are more likely to make conscious choices in their favour.
While these factors are primary influencers in decision-making processes, they're not standalone determinants. Other key considerations such as price, quality, and brand reputation also hold significant sway over consumers' decisions.
The Role of Price, Quality and Brand Reputation in Choosing Sustainable Coffee
Despite rising awareness about the importance of purchasing sustainably produced goods – including coffee - practical considerations often pose hurdles in embracing this mindset wholly. There’s an intersection between one's intent to support ethically sourced products and constraints like budget or perceptions of lesser quality.
- Price Parity: A palpable concern amongst many consumers is that 'sustainable' often has a synonym: 'expensive'. A Nielsen report revealed that only 31% would pay higher prices for sustainably sourced offerings [source needed].
- Quality Perceptions: Some may perceive environmentally friendly products as being lower quality due to limited knowledge of production processes.
- Brand Reputation & Trustworthiness: Consumers trust brands known for high-quality and ethical practices. Thus, a positive reputation can lead to patron preference for their sustainable lines.
Efforts are necessary to dispel unfounded notions about sustainability equating to expensive or inferior quality while enhancing brand reputation in this arena.
Consumer Attitudes Towards Ethical Practices in the Coffee Industry
Consumer attitudes play a significant role in pushing industries toward ethical and sustainable practices. In reality, there is increased acknowledgement of exploitative labour conditions or detrimental environmental impacts within coffee production supply chains. This knowledge has spurred a shift towards appreciating brands that work towards ensuring fairness in trade and minimizing ecological footprints.
- Fair Trade: A study by the Journal of Business Ethics found out that 64% of consumers would choose fair-trade coffee when given an option.
- Environmental Impacts: Many coffee lovers show commitment by opting for brands engaging in organic farming methods that cut down on harmful pesticides and promote biodiversity.
However, it's important to remember that awareness doesn't always translate into action due to various complexities - but an encouraging trend is discernible nonetheless in consumer attitudes favouring ethical considerations as they enjoy their favourite brew.
The Impact of Consumer Demand on the Supply Chain
Consumer preference and demand inevitably project their influence onto the entire supply chain. This impact is particularly noticeable in industries such as coffee, where consumer awareness and sustainable choices can dramatically alter supply dynamics.
Influence of Consumer Preferences on Coffee Roasters and Retailers
Primarily, let's take a look at how consumer preferences shape the decisions made by coffee roasters and retailers. An astute observer would identify a strong correlation between what consumers are looking for - thrill-seekers wanting novel experiences might favour unique or exotic blends - and what roasters put out on their shelves. With an increasing percentage of consumers now prioritizing sustainably sourced products, roasters are feeling the heat to meet these green demands.
- Shift towards sustainability: As more consumers come to grasp the importance of making sustainable coffee choices, they exert pressure on roasters to favour beans that uphold ethical practices.
- Quality versus quantity: Consumers' discerning palates do not just desire sustainably grown beans; they want high-quality ones too. Roasters must strike a balance between sourcing ethically produced beans while also ensuring top-notch quality.
- Brand reputation: Still caught up in this web of consumer preferences are those influenced by brand reputation – compelling many retail brands to go above and beyond when it comes to sustainability, often marketing their green efforts aggressively as part of preserving their reputations.
The marketplace has been listening attentively to these increasing demands for sustainable practices, with more establishments than ever championing ethically sourced products.
Relationship between Farmers and Buyers in Meeting Consumer Demands
So you may wonder, "How does this cascade down to farms?" In truth, farmers feel this impact quite directly – albeit typically from an intermediary (i.e., buyers). These buyer(s) represent various businesses within the industry: roasting companies, exporters or brokers who must satisfy fluctuating market desires.
- Farmers adhering to sustainable practices: As buyers demand more ethically produced beans, farmers must adjust their practices accordingly. Through this, Consumer Awareness and Sustainable Coffee Choices have a direct impact on farming methods.
- Balanced partnership: A healthy relationship between farmers and buyers is essential for robust sustainability in the coffee industry. Buyers should offer fair prices that reflect the additional cost farmers incur when adopting sustainable growing methods.
- Information exchange: Open communication channels between farmers and buyers are critical for success. Farmers can inform buyers about crop forecasts or issues related to climate change, while buyers give feedback based on market realities and consumer trends.
In essence, your choice - as a customer - of opting for a sustainable coffee doesn't merely end with you enjoying your morning delight; it reverberates across continents to touch lives at every echelon of supply chain affected by these choices – from retail outlets all the way back to the farming communities themselves. The transformation powered by conscious consumption might be gradual but remember, each cup contributes towards something bigger than itself!
Challenges Faced by Consumers in Selecting Sustainable Coffee
Navigating the world of sustainable coffee can be a daunting task for consumers. The labels and certifications are often confusing, making it difficult to make clear and informed decisions.
Lack of Clear Information and Transparency in the Market
One of the main stumbling blocks for consumers trying to pursue sustainable coffee choices is the ambiguity prevalent in this sector. Unfortunately, the market isn't always as transparent as we'd like it to be. Indeed, there are numerous instances where claims of sustainability lack clarification or verification; hence, understanding what lies behind these assertions can cause significant difficulty for consumers.
The challenge arises from a variety of sources: misleading labelling practices, vague product information, and inconsistently defined terms contribute largely to the confusion that shrouds responsible purchasing decisions. As per a study published in Food Ethics journal, some brands exploit "green" words without clearly defining their use, thereby baffling consumers with ecological jargon that ultimately does more harm than good when it comes to consumer awareness and sustainable coffee choices.
Moreover, many companies do not provide comprehensive information about their supply chain processes or disclose detailed accounts about farmers’ working conditions—two vital parameters crucial to evaluating true sustainability.
Overcoming Confusion between Different Sustainability Certifications
Another issue adding layers of complexity to an already intricate scenario is deciphering purely redundant differences among various sustainably certified coffees that crowd store shelves today. Distinct certification systems pose another hurdle in the path of conscious customers seeking ethical options - they clutter decision-making capabilities while amplifying confusion surrounding veritable ‘sustainability.’
For instance, you might have noticed acronyms such as FT (Fair Trade), RA (Rainforest Alliance), or UTZ on your coffee packaging. These all represent different certification bodies with diverse standards and requirements — deciphering which one aligns best with well-informed sustainability views can be akin to unravelling cryptic crosswords.
Nevertheless, consumers can arm themselves with knowledge to rise above these challenges. Websites like Fairtrade International or the Rainforest Alliance publish their certification standards and principles online, serving as reliable resources for discerning customers. Moreover, exploring educational initiatives and sustainability campaigns from expert organizations can also aid in deciphering between legitimate labels and mere marketing schemes.
Remember, each choice you make echoes in the vast coffee industry landscape - armed with accurate information, your cup of joe could contribute towards a more equitable world not only for us but for future generations too.
Strategies for Promoting Consumer Awareness of Sustainable Coffee Choices
Communication Campaigns and Educational Initiatives
As we delve into the strategies aimed at boosting consumer awareness regarding sustainable coffee choices, communication campaigns, along with educational initiatives, stand out as exceptional tools. As a society, we tend to underestimate the power of effective communication. An adeptly crafted message can initiate ripples in our common perception about specific issues such as sustainability.
The role of these initiatives is crucial in providing both knowledge and insights into sustainable coffee production and its advantages; thereby fostering informed decisions by consumers. Efforts involve diverse platforms like workshops, seminars, exhibitions, debates or discussions where consumers have an opportunity to interact and learn.
Research evidence from the University of Michigan suggests that targeted education programs significantly impact consumers' behaviour towards preferring products labelled 'environment-friendly' or 'ethically sourced'. I believe it validates why educating customers on nuances linked to sustainable coffee options should be given the utmost priority.
Collaboration between Stakeholders to Improve Sustainability Practices
Collaboration is another strategy instrumental in influencing sustainable coffee choices among consumers. A meaningful partnership between different stakeholders - farmers, roasters, retailers, suppliers and baristas - accelerates improvements in sustainability practices across the entire coffee value chain.
Galvanized by a collective vision for environmental consciousness and ethical business values, this union assures consistent standards throughout each stage of production. It vouches for transparent trade relations ensuring fair payment for producers while validating adherence to ethical labor practices.
By presenting a unified front through joint ventures or collaborative projects like Direct Trade agreements or Farmer Support Programs, stakeholders can inspire trust in discerning customers who are committed solely to brands exhibiting integrity towards environmental conservation and social justice.
Remember: contribution from each entity within this ecosystem intensifies the overarching campaign stimulating more responsible consumption patterns among end-users.
Encouraging Responsible Consumption through Behavioral Change
The final piece of my strategic puzzle revolves around encouraging behavioural change among caffeine consumers. How we consume what we consume plays a significant role in determining our planet's future, and the coffee industry is no exception.
I suggest adopting an 'ethical consumerism' framework to make conscious coffee decisions. The idea is to astoundingly extend our purchasing power beyond mere taste preference or brand loyalty, further landing on sustainability attributes. By doing so, I contend that individual actions can contribute meaningfully towards a greener environment and fair pricing for farmers.
Just imagine the magnificent revolution counteracting environmental degradation if coffee lovers worldwide chose only sustainably produced beans for their daily brew!
However, nudging consumers towards this behavioural shift would require amplifying campaigns capturing sentiments related to environmentally friendly practices with increased intensity.
To sum up my notion of stimulating consumer awareness around sustainable coffee choices - effective communication, inter-stakeholder collaboration and encouraging conscientious consumption habits are fundamental. With such strategic endeavors, I remain hopeful about steering society towards a more sustainable future corroborating ecological consciousness in every cup of beloved java.
Examples of Successful Sustainability Initiatives in the Coffee Industry
The coffee industry has experienced a considerable shift toward sustainability, driven primarily by consumer awareness and sustainable coffee choices. Many organizations have identified opportunities to manage environmental impact while ensuring economic vitality for farmers.
Case Studies of Companies Promoting Sustainable Coffee Choices
There are numerous companies committed to promoting sustainable coffee, with some achieving exceptional success. Below are three noteworthy examples:
- Starbucks: This global corporate giant has made significant strides towards sourcing 99% ethically sourced coffee through their Starbucks C.A.F.E practices initiative, aimed at improving farmer livelihoods and conserving natural resources.
- Counter Culture Coffee: Not only does Counter Culture subscribe to direct trade and organic farming methods but they also utilize rigorous third-party laboratory testing on each batch of beans they roast - setting unparalleled standards for quality and transparency.
- Farm-To-Cup Gifts: This innovative enterprise uses a subscription-based model that connects coffee lovers directly with small-scale farmers, ensuring fair prices and assisting farmers in implementing organic farming techniques.
While these enterprises vary significantly in size and scope, they all emphasize ethical sourcing practices linked with environmental conservation, demonstrating there's the spectrum of potential strategies within the realm of producing sustainable coffee.
Innovative Approaches to Addressing Environmental and Social Issues in Coffee Production
Addressing both social issues like workers' rights or gender equity as well as tackling environmental challenges such as deforestation connected with agriculture requires an integrative approach from all players involved.
One notable example is the Rainforest Alliance, which amalgamates the roles of certifier, educator, influencer, advocate, and marketer into one organization fostering collaboration between farmers, businesses, governments, and scientists – practically everyone involved within the supply chain their overarching objective being creating robust biodiversity and vibrant communities throughout rural landscapes.
An additional forward-looking strategy comes from TechnoServe; offering comprehensive training programs supporting local business coaches who train coffee-growing families on beneficial farming techniques and environmental conservation practices.
Then there’s the Fairtrade Foundation, which emphasises empowering farmers and workers, securing them a better share from trade. This approach targets both the economic aspect of sustainability (fair wages) alongside with environmental responsibility such as guiding towards more sustainable practices in agriculture.
These multidisciplinary initiatives reflect that to attain significant results in fostering consumer awareness and sustainable coffee choices, innovative thinking that embraces a multifaceted model is necessary for achieving comprehensive, lasting changes within the industry.
Let's remember: each cup starts with one conscientious choice firmly planted within the nexus of ecological balance and social justice. It's remarkable how delighting our palates can also promote global sustainability – perhaps the ultimate win-win scenario!
Consumer Activism and Advocacy in the Coffee Industry
Consumer activism has been a major force driving changes across various sectors, with the coffee industry being no exception. World Bank reports suggest that increased consumer awareness of how their purchases can impact issues like climate change, poverty, and inequality has led to significant shifts in buying behaviours globally. Particularly when discussing ethical consumerism, due consideration must be given to the integral roles played by both advocacy organizations and ethical consumers.
Role of Consumer Advocacy Organizations in Promoting Sustainable Coffee
Consumer advocacy organizations have emerged as pivotal drivers for sustainable coffee choices, incessantly prodding at our collective societal conscience. They provide timely and reliable information on sustainable practices in coffee production and ensure that these facts reach a wide audience. Their efforts facilitate consumer awareness by shedding light on pertinent matters such as fair-trade policies, carbon footprints of products, and unethical behaviours within the supply chain.
For instance, entities such as Rainforest Alliance and Fairtrade International offer certification programs aimed at endorsing coffee producers adhering to strict environmental and social guidelines. Such initiatives have significantly catalyzed positive transformations within agricultural communities while giving buyers a valid justification for opting for pricier but ethically sound alternatives.
These advocacy groups also engage directly with corporations, using their influence to coax more responsible practices from some of the largest players within the industry.
The Power of Ethical Consumerism in Driving Industry Change
The concept of 'voting with your dollar' cannot be overstressed when it comes to accelerating industry transformations towards eco-friendly solutions. Ethical consumerism emphasizes individual responsibility in making purchasing decisions favouring socially just and environmentally sustainable products- resulting in market rewards for companies epitomizing those values.
As ethical consumers skew their preference towards brands demonstrating a clear commitment to sustainability- backed by certified claims- they compel other businesses to recalibrate their operations or risk being phased out.
In fact, several large corporations began launching their own sustainable coffee subsidiaries partly due to the pressure exerted by discerning buyers. Consumer demand for sustainable and fair-trade certified products is increasing, with studies determining that globally recognized brands have been enjoying an annual growth rate of about 10% in this category.
Furthermore, tech-savvy younger consumers, especially millennials, are using social media platforms effectively to champion more responsible behaviours. By leveraging their online presence, these modern-day activists judiciously garbage shame wasteful packaging or deceitful marketing claims- compelling business leaders to pay heed.
In essence, harnessing the power of ethical consumerism aided by the relentless drive of advocacy organizations sets a solid foundation for fostering sustainability within the coffee industry. This conscious effort fuels an upward spiral leading towards greener economies and healthier societies overall.
Future Trends and Outlook for Sustainable Coffee Choices
Advances in Technology and Sustainability Practices in Coffee Production
When discussing the future of consumer awareness and sustainable coffee choices, it becomes essential to mention the role of technology. Groundbreaking innovations are paving the way for more environmentally friendly coffee production methods.
Recent advancements include satellite imagery capable of monitoring the health of coffee crops. This tool can help farmers make necessary adjustments early on, preventing crop loss and unnecessary application of chemicals. Additionally, farm management software has made record-keeping more streamlined. This enables better tracking of sustainability metrics such as soil health and water usage.
Aside from these technological advancements, pioneering sustainability practices have also gained pivotal roles in this field. Many producers now implement agroforestry systems where coffee is grown under a canopy of taller trees that provide shade. Not only does this method enhance biodiversity, but it also reduces soil erosion and carbon emissions.
Lastly, let's not forget about efficient irrigation techniques which minimize water consumption or composting processes converting coffee waste into nutrient-rich fertilizer – both indicative of an industry striving toward sustainability.
Emergence of New Consumer Trends and Preferences for Sustainable Coffee
Consumer habits do evolve over time, thus heralding new trends in sustainable choices related to coffee buying. An increased focus on environmental sustainability has led to burgeoning curiosity about origin insights and the carbon footprint linked with a cup of Joe.
More than ever before, consumers are willing to pay a premium for sustainably grown products considering their long-term impacts–a trend set to continue rising as awareness increases towards the realities of climate change. The fair-trade movement also enjoys growing popularity among buyers who value ethical sourcing standards concerning workers' welfare.
Moreover, there's a shift happening towards local roasters garnering attention due to lower emission credentials compared to mass-scale operations handled by large brands—a choice supporting both eco-conscious living and local economies simultaneously.
In a nutshell, both technology and evolving consumer preferences will continue to shape the landscape of sustainable coffee choices. Optimistically, as these trends progress, we could anticipate a future filled with more conscientious coffee drinkers who prioritize not just taste but also the impact their morning brew has on our planet. This reflects a collective movement towards ensuring that each cup of coffee consumed contributes positively rather than negatively to global sustainability efforts.
About the author
Chandra Melo
Marketing as job, barista as passion. An authentic coffee lover, looking for the next fantastic cup of coffee that I will fall in love with. Coffee, for me, is more than a beverage. It's about community and connection - how can all the world consume the same fruit? And differently? How can we have so many different tastes? I also don't know. And because of this, I feel in love each day more for this world. Happy to share and make a change in the coffee community.
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