Coffee has always been a staple part of the American breakfast, and work life. With its promise of a much needed midday energy boost, or morning pick me up, millions of Americans often turn to coffee to start the day. According to a recent Gallup poll nearly 64% of Americans adults ages 18 and up report drinking at least one cup of coffee a day, with the average coffee drinker drinking 2.7 cups a day (Saad, 2015). While some Americans choose to drink coffee blends, most Americans prefer to consume pure source coffee, or coffee that a specific type from a specific country. While coffees from Central America and Africa are popular, one of the richest and most pure forms of coffee is considered to be Arabica coffee from the Ugandan mountains. In the U.S. the most popular Ugandan Arabica coffee is Café Vianté’s Uganda Expresso, grown in the slopes of Mount Elgon. Grown and processed in Uganda, Arabica coffee production makes up a large part of economy, way of living, and politics in the country as it is Uganda’s main export. American companies, such as Café Vianté, then purchase thousands of kilogram of Arabica coffee from Uganda per year to package and produce their own individual brands.
The coffee crop in Uganda is the most profitable export of this landlocked country as it provides high prices on the market, and has fairly minimal costs associated with growing. According to the Uganda Coffee Development Authority (UCDA), coffee exports alone account for 20% to 30% of all exchange earnings within Uganda markets (UCDA, 2015). Coffee exports in the 2015 growing year totaled 3.6 million 60kg bags, yielding US$382 million (UCDA Monthly Report for 2016). While Uganda has tried to diversify its eco...
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...consumer is looking for a “distinctive coffee-drinking experience” instead of a quick pick me up (Café Vianté, 2016). This has made drinking coffee more of a social event in addition to an energy boost.
While the coffee industry in Uganda has suffered in the past decade, government initiatives have helped pick the economy back up to see growth in the past few years. The coffee production and processing is essential in providing a stable lifestyle over 3.5 million Ugandans. From the hands of the laborers, Uganda Arabica coffee, then goes to be processed twice. After it travels through to Kenya by train, to Omar by boat, and to Houston, Texas via a large vessel. From there is shipped form Madison, New Jersey to be roasted and packed and sent to Austin, Texas where it is finally ready to be bought by a consumer for a daily caffeine boost, or simply a chat over coffee.
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