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coffee.” (Lau, 2017). The fight against the production of coca and the stifling of the world’s best coffee, is not

one that Peru fights alone. Organizations such as the Wildlife Conservation Society, Punita Punco

Agroforestry Project, the Ministry of Agriculture and Irrigation, and the United Nations Development

Program (among many others), have stepped up to demote the mass production of coca leaves after

recognizing the achievements of coffee farmers and the exponential promise of the land in Peru for continued

coffee development (Lau, 2017).

Facing competition both form within the country in the form of the coca leaf, from without in the mass

coffee productions of other Latin and South American countries, crop infections, labor problems, and natural

disasters, Peru is remarkable in how they have remained at the top attention when buyers look for a quality

single-origin arabica bean. Their fight to continue on the path of quality only elevates their appeal when

potential buyers form the United States are made aware of everything they have overcome.

RIPE FOR CHANGE

There is undoubtedly a roadblock when it comes to the taste people from the U.S. are used to.

However, with the millennial generation leading the way, the market is beginning to swing toward an interest

in authenticity and quality. Cafes, stores, roasters, and consumers alike are beginning to recognize the

superiority of single-origin and question the burned taste they find in the beloved cup of Starbuck’s coffee.

“It’s like the difference between eating Twinkies and a cake from a pastry chef” claims Magic Beans

Coffee Roasters co-owner Schuyler Warren when discussing the difference between fresh-roasted single-

origin coffee and blends. “Both have a place in the world, and we’re not trying to tell people they shouldn’t

eat Twinkies. We just think that if they are interested in a more exceptional, fresh product, we have the answer

for them.” (“Local Coffee Roasters,” 2016). The answer to which Warren is referring has gradually been more

and more sought after, whether out of interest in a unique and better taste or an interested in the world as a

whole. Both of these views are the focus of the Crema Company: “…Enjoying single origin coffees helps

confirm our intention to be thoughtful coffee drinkers,” considers a writer for the company, “thoughtful

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