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30 October 2020 | NEW YORK - Today the National Coffee Association announced its endorsement of a new vision and Road Map recommended by the International Coffee Organization’s Coffee Public-Private Taskforce to create more sustainable, equitable livelihoods for coffee farmers. The taskforce -- which includes stakeholders from every link of the coffee supply chain, from farmers and exporters to coffee executives and global leaders -- is the first of its kind in the industry.
The Road Map outlines concrete steps to achieve sustainable, living incomes for smallholder coffee farmers and comes at a time when many in the industry are struggling to adapt to a rapidly evolving, increasingly complex global marketplace made all the more challenging by a global pandemic that continues to reshape the supply chain.
“Coffee farmers are the lifeblood of the coffee industry, and their prosperity is our prosperity,” said William “Bill” Murray, President & CEO of the National Coffee Association of USA, Inc. “By committing to a more sustainable and equitable future for them, their families, and their communities, we ensure America’s favorite beverage will be here to stay for generations to come.”
In its endorsement of the plan, the National Coffee Association joins the Sustainable Coffee Challenge, International Women’s Coffee Alliance, Global Coffee Platform, and others in committing to a more just, inclusive, prosperous industry for the entire coffee community.
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