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Perhaps now more than ever, people want to support small businesses, organizations and brands they really love and respect, even when these goods are produced a world away.
One product that makes this particularly challenging is coffee. Though, Americans consume 400 million cups of coffee per day, the most in the world, it is generally impractical or impossible for these consumers to have any interaction with coffee producers, who are predominately located in small holder farms in tropical climates. Evidence suggests consumers are eager to change this: two-thirds of coffee drinkers between the ages of 18 and 24 say they want to drink coffee that is sustainably and ethically produced and sourced.