STiR coffee and tea magazine

32 STiR coffee and tea | 2024 Issue 1 (February / March) Map by Diana Jendoubi Top 5 Coffee Consuming Countries: United States Brazil Germany Japan France Top 10 Coffee Producing Countries: Brazil Vietnam Colombia Indonesia Honduras Ethiopia Peru India Top 5 Coffee Drinking Countries Per Capita: Finland Norway Iceland Denmark Netherland The Coffee Growing Belt All of the world's coffee is grown in a region that falls between the Tropic of Cancer and the Tropic of Capricorn.This area is known as the Coffee Bean Belt. Coffee's social and economic impact Coffee is one of the most consumed beverages in the world. Annual revenue is esti- mated to be greater than $200 billion. S&P Global commodity insights reports that there are 25 million commercial coffee growers in 50 countries. According to the World Trade Organization, coffee is the most widely traded tropi- cal commodity and among the most important "soft commodities." The global coffee trade, however, accounts for only 2.5% of the world's agricultural commodity trade by value. It ranks as the 124th most valuable export and 7th among the top 10 most- traded commodities, according to the Futures Industry Association and the Interconti- nental Exchange (ICE). Sugar and cocoa are comparable. Soya beans exports are more valuable at $93 billion, about double the $52 billion in annual corn exports and a third more than $60 billion in wheat exports (2022). Beyond an appreciated and tasty beverage, coffee is also important to the food industry and the cosmetic and pharmaceutical segment. With its origins in Ethiopia, on the African continent, coffee has become part of people's everyday life worldwide, and it is prepared differently according to each cul- ture and local tradition. The International Coffee Organization (ICO) estimates 400 billion cups will be consumed daily around the globe and 167 million 60/kg bags will be produced in the next crop year, in 2022/2023. Beyond its relevance as a global nourishment and commodity, coffee has brought significant social and economic transformation, especially to the producing countries located in the "coffee bean growing belt." This imaginary belt, which passes through the five continents, is located between the Tropic of Cancer and Capricorn, and pres- ents the ideal climate conditions for coffee production: tropical warm temperatures, expressive rainy season, and adequate soil composition in high altitudes. Ninety percent of coffee is produced in developing countries-mostly South Ameri- ca – for consumption mainly in industrialized countries. It is the second most valuable commodity exported by developing countries. WTO cites many benefits of the $20 billion in coffee exported by developing countries. Geographical Indication for coffee Consumers, especially those in developed consumer markets, have been willing to pay more for coffees with complex and exotic flavors since the 1990s. Protecting spe- cialty coffee origins relies on several enforceable tools including intellectual property, Ninety percent of coffee is produced in developing countries. collective marks, trademarks, and GIs. This suite of legal protections is glob- ally recognized. It has brought producing countries new opportunities to add value to their products, promote sustainable development of their territories, and of- fer consumers the best quality and unique coffees. The value proposition associated with origin is well established. In the 18th century, regulation to protect a region of origin by recording a geographical indica- tion started in Europe. Nowadays, GIs are considered Intellectual Property Rights established by international agreements, with different accepted forms of protec- tion, be that through sui generis system (with specific laws to this purpose) or dif- ferent mark systems (geographical mark, collective mark, trademark), also through international agreements, among others. The most successful endeavor to inte- grate and favor the definition and the in- ternational trade of single-origin products was the Trade Related Aspects of Intellec- tual Property Rights (TRIPS) through the International Trade Organization (ITO), in which the GI identified a product to be original from a certain territory, and its quality, reputation or any other feature is bound to its geographical origin.

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