Issue link: https://read.dmtmag.com/i/1522166
20 STiR coffee and tea | 2024 Issue 3 (June / July) F By Emily McIntyre What Exactly Does "Good Growth" Mean in Coffee and Tea? rom the small green shoots that rise in sun-warmed soil across the Equatorial Belt to a steaming ceramic cup cradled in the consumer's hands, the coffee and tea industries are fascinating studies in the intersection of social impact and growth (or lack thereof, in many cases). Far-reaching and complex, the trade consists of millions of individuals working for thousands of businesses, small, medium, and large. Each has a part to play in the vast ecosystem which supports the daily beverage habit and moves billions of dollars and millions of jute bags around the world every year. This much complexity gives rise to opportunities both for exploitation of the hu- man and natural capital serving the supply chain, and their protection. Sometimes ex- ploitation and protection are so closely-woven that they look the same to the external eye—and the judgment depends more on where the observer stands and their implicit biases and needs than anything else. Though much effort has been made to define what makes for "Good Growth" in coffee and tea, no consensus has been found—ex- cept that we all acknowledge these valuable resources are not renewable without more investment, and if we want to see a future in which coffee and tea exist, our behavior needs to shift. This column will explore the nexus between business development and social im- pact in these industries. The title is intentional and centered around this simple ques- tion: is it possible to make money by doing good in the world? Good Growth will explore business models throughout the supply chain in the coffee and tea industries through interviews and analysis, supplemented by examples from other sectors. It will interview key players occupying varying—often opposing— positions in the supply chain, seeking commonalities and paths to answer this critical question. It will not restrict to current businesses only, but will examine examples of past projects which bring lessons to a modern audience. New Column: Good Growth, by Executive Editor Emily Mclntyre "Is it possible to make money by doing good in the world?" For the coffee and tea industries, answering this question is more critical than ever. Coffee and tea coexist at Gichangi Estate in Kirinyaga, Kenya, founded in 1955 and still operated by the Gichangi Family.