This is the observation made by two of the film's protagonists, and it sums up the effects of the systemic crisis affecting the so-called "conventional" coffee industry.
Coffee, an agricultural sector born of colonization and the globalization of trade in the 19th century, adapted to intensive agriculture in the 20th century to meet ever-increasing global demand. The agribusiness, which controls 85% of the global coffee market, underpays for an abundant raw material and makes enormous profits in consumer countries.
This documentary shows that this model, which has led to a rural exodus and mass emigration, the abandonment of coffee cultivation, the repurposing or sale of farms, and the destruction of ecosystems, is simply no longer sustainable.
Global warming is precipitating the collapse of a system that is economically, socially, and ecologically insecure. Severe climate events are becoming the norm and are now completely changing the future of the industry. The recent spectacular increases in coffee prices are irrevocable proof: the agro-industrial sector can no longer meet demand. The problem is no longer just quality, but also quantity.
The film's intention is not to denounce one system, but to reveal another, one that was initially built in reaction to the desire for industrial production, and has become a true market challenger, with diametrically opposed practices across the entire coffee value chain.
Commonly called "Specialty Coffee", this emerging sector is based on quality, supply, and demand, not on market prices. It is the result of direct relationships and a shared passion between producers and roasters. Compensating for quality allows producers to regenerate ecosystems and prioritize the sustainability and resilience of their agricultural projects to address climate challenges. The roaster becomes the link between the terroir and the consumer, and values communities and practices.
This unconventional film sheds light on the necessary transition, already underway in coffee consumption. Specialized establishments are successfully multiplying around the world. The time has come to move upmarket. Coffee is once again becoming a noble product, a lifestyle, and it raises questions about our relationship with ourselves, others, and nature.
This film is a journey to Latin America, Africa, and France, with the players in this alternative and dazzling sector, to gain a deeper understanding of the relevance of this model, which is a permanent fixture, the polar opposite of the extractivist and short-term vision that dominates global agriculture.
