CASE #4

This is a case study that focuses on the coffee industry.

We are asking, the class, to consider the coffee supply chain and generate ideas for what can be done to equalize returns across various stakeholders.

The premise of this assignment is to draws a parallel between coffee and wine. Both beverages encourage connoisseurship, but only wine growers reap a premium for their efforts to ensure quality.

TASK/Analysis

First, examine the history of coffee production across the world, the rise of the "third wave" of coffee consumption in the developed world, the efforts of the Illy Company to help coffee growers, and the differences between "fair" trade and direct trade.

Secondly,

Please address the ethical implications of the following caveats of the coffee industry:

1. Coffee manufacturers are selling a legal drug
2. No restrictions of minors drinking coffee
3. Some coffee beans farmers using fertilizers that contains an extra strength caffeine formula with their crop
4. Package goods companies who promote charitable causes are also the promoters of coffee products which are harmful to your health
5. Starbucks STILL doing focus groups into selling liqueur and cordials in house to stimulate more coffee consumption