The genius behind Hoffmann Industries
5THWAVE - The Business of Coffee and Hospitality
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Why Is the Coffee Industry So Broken?
The coffee industry is "broken by design," says the author. It's not a system designed to do anything other than enrich one particular aspect of it while extracting as much value as possible from the rest, he adds. Paying a premium for green coffee has been a lovely idea that the industry has sold very hard for the last 15 to 20 years,. Every single study has said, yeah, but you just haven't made any difference.
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