What's in a Coffee Cup?: The Future of the Coffee Industry
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What’s in a Cup? The Future of the Coffee Industry Tracy Allen, Chief Coffee Officer of THRIVE Farmers
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Over 83% of Americans drink coffee, but the majority of us don’t know anything about where our pick-me-up cups come from or what truly makes a great coffee. While prices are increasing, craft coffee shops are all the rage, and coffee startups are cropping up across the country, the farmers of this beloved crop are struggling to survive. How did the coffee industry get here and what does the future look like for America’s favorite beverage? Join one of the world’s leading coffee experts for a state of the “caffeine-infused” union. Tracy Allen, chief coffee officer at THRIVE Farmers and upcoming President of the Specialty Coffee Association of America, will discuss the rise of specialty coffee, the growing disconnect between coffee producers and coffee consumers, and what today’s industry trends mean for the future of the world’s second largest commodity.
Transcript of What's in a Coffee Cup?: The Future of the Coffee Industry
What’s in a Cup?The Future of the Coffee Industry
Tracy Allen, Chief Coffee Officer of THRIVE Farmers
Even though 83% of Americans drink coffee, the majority of us have
no idea where our morning cups come from or what makes a truly
great cup of coffee.
Coffee prices are up more than 40% in 2014 with Americans spending $32 billion annually on coffee, but
the producers of the crop are struggling to survive and are dropping out of the industry
at record rates.
What does this mean for the future of coffee?
If the disconnect between consumers and producers continues, coffee
quality will likely plummet and prices will go sky high.
Education is needed for consumers and farmers alike in order to create
alignment in the industry for the first time ever.
Join Tracy Allen for a state of the “caffeine-infused” union. Learn what
the latest buzzwords mean for coffee, from “third wave” to
“farmer-direct,” how your choice of a daily cup impacts the future of the industry, and why you should care.
Tracy AllenChief Coffee Officer, THRIVE Farmers
President, Specialty Coffee Association of America
Tracy is one of the world’s leading coffee experts with more than 25 years of experience in the coffee industry.
Tracy joined the THRIVE Farmers team as Chief Coffee Officer in January 2014 to
lead the Coffee Excellence team in quality assurance and training from farm to cup. He was also selected as upcoming President of the Specialty
Coffee Association of America.
Tracy is one of the original members of the U.S. Barista Championship
Committee. He has trained multiple national barista champions and served as a judge for both the U.S. and World
Barista Championship. He is a SCAA Supertaster, certified cupper, and Q-
grader instructor (the highest certification in coffee).
