Increasing In-Country Consumption with Vera Espíndola Rafael [148]
My guest today is Vera Espíndola Rafael, a development economist working within coffee-producing countries. Recently, she wrote a paper called, “A Business Case to Increase Specialty Coffee Consumption in Producing Countries.” Coffee is a good that’s grown in one country, and then is traditionally—thanks to centuries of colonialism—exported somewhere else. Globally, coffee is a $200 billion industry. Vera was struck when she found out that only 10% of that value actually goes into the economies of the countries that grew the coffee, while 90% of that $200 billion stays in consuming countries. Vera hopes to change that. This episode is brought to you by Urnex.