Redefining What Makes Coffee Truly ‘Good’


By Staff Reports

(DGIwire) — Sustainability has become a goal in numerous areas of business, including the coffee sector, because the practice has positive economic, social and environmental repercussions. The International Coffee Organization (ICO), the main intergovernmental organization for coffee, aims to unite exporting and importing governments to tackle the challenges facing the world coffee sector through international cooperation. The ICO wants to make interested parties aware of the threat to sustainability posed by negative economic conditions affecting coffee producers. It also offers solutions by proposing ways to enhance quality, promotion and diversification in order to maintain balance in the world coffee market.

The economy of a number of countries depends on the coffee industry for their export earnings, and for giving them the ability to reinvest that income to develop their broad socioeconomic goals. Coffee growing and trading can make positive contributions to both environmental and social issues. Sustainability also creates improved living standards for communities involved in coffee production.  A well-run industry provides jobs for rural communities, which in turn lead to greater stability.

Additionally, coffee, since it is an evergreen shrub, contributes to carbon sequestration and helps stabilize soils. Coffee also allows for biodiversity in planted areas, and the ICO has introduced other environmentally friendly technologies, such as washing methods that create less water pollution.

Climate has always had an effect on production, but in the future global warming is expected to cause actual changes to where and how coffee might be produced. The ICO has presented improved farming practices and post-harvest processing as effective short-term strategies; enhanced soil fertility and the development of drought- and disease-resistant varieties are good for the grower and the land. Other mitigation strategies aim to reduce greenhouse gas emissions on farms, and allow the creation of carbon sinks.
“Sustainability is good for all stakeholders,” says Rohan Marley. The founder of Marley Coffee, he is a passionate nature lover whose coffee growing and farming methods, and the products themselves, are all about sustainability. Summing up his philosophy, this son of Bob Marley says, “I wanted to fulfill a dream I shared with my father of going back to the land to farm. By creating Marley Coffee, I had that opportunity. Equally important is the opportunity we now have as a company to give back by being a certified organic, fair trade, sustainable farming company. These policies create a win-win for farmers and coffee drinkers.”

Today, Marley Coffee grows its coffee beans on organic farms throughout the world such as in Jamaica, South America and Africa. Its gourmet line variously comes in “pods,” a pre-measured one-cup portion encased in biodegradable paper filters, in K-cups, and in a variety of ground beans for drip, press and espresso machines. The brand has seen rapid growth in the gourmet marketplace, thanks to the rich, bold flavors of its coffee beans and Rohan’s unwavering commitment to sustainable, organic and Fair Trade farming practices.

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