Coffee Gets A Jolt to Close 2019 As Illycaffe Seeks Proper Price

The video discusses the challenges faced by the coffee industry, including price fluctuations, overproduction, and climate change. It highlights Brazil's role as a major Arabica bean supplier and the impact of weather on crop yields. Illy Cafe's efforts to promote sustainability through long-term contracts and collaboration with the International Coffee Organization are explored. The need for significant investment and financial access for growers is emphasized, along with strategies for price stability and market dynamics. The importance of maintaining a balance between supply and demand to avoid low price traps is also discussed.

What are some of the challenges currently faced by the coffee industry?

• Limited coffee varieties

• High taxation on coffee exports

• Lack of consumer interest

• Overproduction and climate change

Which two countries hold significant control over the coffee supply?

• Brazil and Vietnam

• Colombia and Ethiopia

• India and Kenya

• Indonesia and Mexico

What strategy does Illy Cafe propose to help stabilize the coffee industry?

• Reducing coffee varieties

• Long-term supply contracts

• Increasing coffee prices

• Short-term supply contracts

How much annual investment does Andrea Illy suggest is needed for resilience in the coffee industry?

• $5 billion

• $1 billion

• $2 billion

• $500 million

What is a proposed solution to help growers access finance?

• Providing collaterals through long-term contracts

• Reducing interest rates

• Government subsidies

• Increasing coffee prices

What should be the focus to avoid falling into the low prices trap in the coffee market?

• Increasing coffee volume

• Increasing coffee value

• Decreasing coffee production

• Reducing coffee varieties

What is the ideal price range per pound for coffee to ensure profitability for growers?

• $2.50 to $3.00

• $2.00 to $2.50

• $1.50 to $2.00

• $1.00 to $1.50