The coffee world is changing. The tsunami that was the Third Wave has run out of steam and a new Forth Wave is washing over the industry bringing a different focus and measures of success. Consolidation is creating a new playing field with JAB taking controlling interests in Jacobs Douwe Egberts (JDE), Caribou, Peets, Intelligentsia, Stumptown, and now Keurig (see industry leader reactions below). The only companies that will survive and thrive in the future will have found success in marketing to the Millennials. And one thing is guaranteed: Unless we as an industry can find a way to ensure producers are more fairly compensated for their work in growing excellent coffee, the product will cease to exist.
Don’t take my word for all of this. I invite you to read the thoughts of 27 leaders representing numerous segment of the industry from all over the globe.
