CSR: How changing coffee tastes are helping farmers

It is the source of income for nearly 26 million farmers in over 50 developing economies, but 70 percent of coffee demand comes from high- income countries. Most of the value added of coffee sold also accrues to high-income countries. More and more coffee growers are investing in efforts to differentiate their offering from generic coffee, adopt- ing their own branding strategies. In addition, some coffee-producing countries are actively pursuing the branding of coffees originating from their countries in overseas markets, while associations of coffee growers and other entities have been seeking IP rights to protect their brand assets in key consumer markets – such as the Juan Valdez brand from Colombia and the Jamaican Blue Mountain Coffee label