A tale of 2 coffees: Prices are at all-time highs, yet growers continue to struggle
The coffee biz is worth over $100B globally. Baristas are considered artists, Starbucks is so influential it breeds quasi-presidential candidates, and consumer coffee prices are at all-time highs ($5 Joe, babayyy). It practically fuels the universe.
But, for the talent behind this whole java frenzy — the bean growers — realities are less flashy, more desperate, and a whole latté more expensive to make than what they sell for.