What Does The Coffee Supply Chain Look Like?
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There’s a good chance your day started with a cappuccino, or a cold brew, and you aren’t alone. In fact, coffee is one of the most consumed drinks on the planet, and it’s also one of the most traded commodities.
According to the National Coffee Association, more than 150 million people drink coffee on a daily basis in the U.S. alone. Globally, consumption is estimated at over 2.25 billion cups per day.
But before it gets to your morning cup, coffee beans travel through a complex global supply chain. Today’s illustration from Dan Zettwoch breaks down this journey into 10 distinct steps.
Coffee From Plant to Factory
There are two types of tropical plants that produce coffee, both preferring high altitudes and with production primarily based in South America, Asia, and Africa.
- Coffea arabica is the more plentiful bean, with a more complex flavor and less caffeine. It’s used in most specialty and “high quality” drinks as Arabica coffee.
- Coffea canephora, meanwhile, has stronger and more bitter flavors. It’s also easier to grow, and is most frequently used in espressos and instant blends as Robusta coffee.
However, both types of beans undergo the same journey:
Plants take anywhere from 4-7 years to produce their first harvest, and grow fruit for around 25 years.
The fruit of the coffea plant is the coffee berry, containing two beans within. Ripened berries are harvested either by hand or machine.
Coffee berries are then processed either in a traditional “dry” method using the sun or “wet” method using water and machinery. This removes the outer fruit encasing the sought-after green beans.
The green coffee beans are hulled, cleaned, sorted, and (optionally) graded.
From Factory to Transport
Once the coffee berry is stripped down to green beans, it’s shipped from producing countries through a global supply network.
Green coffee beans are exported and shipped around the world. In 2018 alone, 7.2 million tonnes of green coffee beans were exported, valued at $19.2 billion.
Arriving primarily in the U.S. and Europe, the beans are now prepared for consumption:
Green beans are industrially roasted, becoming darker, oilier, and tasty. Different temperatures and heat duration impact the final color and flavor, with some preferring light roasts to dark roasts.
Any imperfect or somehow ruined beans are discarded, and the remaining roasted beans are packaged together by type.
Roasted beans are shipped both domestically and internationally. Bulk shipments go to retailers, coffee shops, and in some cases, direct to consumer.
Straight to Your Cup
Roasted coffee beans are almost ready for consumption, and by this stage the remaining steps can happen anywhere.
For example, many factories don’t ship roasted beans until they grind it themselves. Meanwhile, cafes will grind their own beans on-site before preparing drinks. The rapid growth of coffee chains made Starbucks the second-highest-earning U.S. fast food venue.
Regardless of where it happens, the final steps bring coffee straight to your cup:
Roasted beans are ground up in order to better extract their flavors, either by machine or by hand. The preferred fineness depends on the darkness of the roast and the brewing method.
Water is added to the coffee grounds in a variety of methods. Some involve water being passed or pressured through the grounds (espresso, drip) while others mix the water and grounds (French press, Turkish coffee).
Liquid coffee is ready to be enjoyed! One average cup takes 70 roasted beans to make.
The world’s choice of caffeine pick-me-up is made possible by this structured and complex supply chain. Coffee isn’t just a drink, after all, it’s a business.
The World’s 100 Most Valuable Brands in 2021
COVID-19 hit the global economy hard, but some companies thrived amidst the chaos. Here are the top 100 most valuable brands of 2021.
The World’s Top 100 Most Valuable Brands in 2021
In 2020, the global economy experienced one of the worst declines since the Great Depression.
Yet, while the ripple effects of COVID-19 have thrown many businesses into disarray, some companies have not only managed to stay afloat amidst the chaos—they’ve thrived. Using data from Kantar BrandZ, this graphic looks at the top 100 most valuable brands of 2021.
Each year, research group Kantar BrandZ ranks companies based on their “brand value,” which is measured by:
- A brand’s total financial value, which is the financial contribution that brand brings to its parent company ($ value).
- Multiplied by its proportional value, measured by the brands proportional impact on its parent company’s sales (% value).
The financial results are then combined with quantitative survey data, sourced from over 170,000 global consumers. The end result is a holistic look at a company’s brand equity, reputation, and ability to generate value.
The total value of 2021’s Top 100 brands grew by 42%, reaching a combined $7 trillion. At the top of the list, perhaps unsurprisingly, is Amazon, with a total brand value of $683 billion.
|Rank||Brand||Brand Value |
|Category||Brand Value %
change from 2020
|1||Amazon||$683.85||Consumer Goods & Retail||64%|
|3||$458.00||Media & Entertainment||42%|
|4||Microsoft||$410.27||Business Solutions & Tech Providers||26%|
|5||Tencent||$240.93||Media & Entertainment||60%|
|6||$226.74||Media & Entertainment||54%|
|7||Alibaba||$196.91||Consumer Goods & Retail||29%|
|9||McDonald's||$154.92||Food & Beverages||20%|
|11||Moutai||$109.33||Food & Beverages||103%|
|12||Nvidia||$104.76||Business Solutions & Tech Providers||n/a|
|15||IBM||$91.34||Business Solutions & Tech Providers||9%|
|16||Coca-Cola||$87.60||Food & Beverages||4%|
|17||Nike||$83.71||Consumer Goods & Retail||68%|
|18||$82.90||Media & Entertainment||100%|
|20||Adobe||$78.52||Business Solutions & Tech Providers||n/a|
|21||Louis Vuitton||$75.73||Consumer Goods & Retail||46%|
|23||Intel||$71.94||Business Solutions & Tech Providers||n/a|
|24||Netflix||$71.13||Media & Entertainment||55%|
|25||The Home Depot||$70.52||Consumer Goods & Retail||22%|
|26||SAP||$69.24||Business Solutions & Tech Providers||20%|
|27||Accenture||$64.73||Business Solutions & Tech Providers||n/a|
|28||Oracle||$60.84||Business Solutions & Tech Providers||n/a|
|29||Starbucks||$60.27||Food & Beverages||26%|
|30||Walmart||$59.52||Consumer Goods & Retail||30%|
|32||Marlboro||$57.01||Consumer Goods & Retail||-2%|
|33||Disney||$55.22||Media & Entertainment||13%|
|35||Texas Instruments||$49.24||Business Solutions & Tech Providers||n/a|
|36||Salesforce||$48.98||Business Solutions & Tech Providers||61%|
|37||Qualcomm||$48.36||Business Solutions & Tech Providers||n/a|
|39||YouTube||$47.10||Media & Entertainment||39%|
|40||Chanel||$47.05||Consumer Goods & Retail||30%|
|41||Cisco||$46.82||Business Solutions & Tech Providers||n/a|
|43||Hermès||$46.40||Consumer Goods & Retail||40%|
|44||JD||$44.52||Consumer Goods & Retail||75%|
|45||TikTok||$43.52||Media & Entertainment||158%|
|46||Deutsche Telekom||$43.10||Telecom Providers||16%|
|47||Tesla||$42.61||Cars & Transportation||275%|
|48||L'Oréal Paris||$38.31||Consumer Goods & Retail||30%|
|52||Zoom||$36.93||Business Solutions & Tech Providers||n/a|
|53||Intuit||$35.87||Business Solutions & Tech Providers||n/a|
|54||$35.52||Media & Entertainment||19%|
|55||Costco||$35.14||Consumer Goods & Retail||23%|
|56||Gucci||$33.84||Consumer Goods & Retail||24%|
|57||AMD||$32.92||Business Solutions & Tech Providers||n/a|
|58||Tata Consulting Services||$31.28||Business Solutions & Tech Providers||n/a|
|61||American Express||$28.58||Financial Services||-3%|
|62||Wells Fargo||$28.00||Financial Services||-8%|
|64||Toyota||$26.97||Cars & Transportation||-5%|
|66||HDFC Bank||$26.37||Financial Services||27%|
|67||Mercedes-Benz||$25.84||Cars & Transportation||21%|
|68||China Mobile||$25.82||Telecom Providers||-25%|
|69||Budweiser||$25.55||Food & Beverages||5%|
|71||BMW||$24.82||Cars & Transportation||21%|
|72||Dell Technologies||$24.78||Business Solutions & Tech Providers||36%|
|74||J.P. Morgan||$24.11||Financial Services||37%|
|77||Baidu||$23.36||Media & Entertainment||57%|
|78||Uber||$22.41||Cars & Transportation||41%|
|79||Adidas||$22.34||Consumer Goods & Retail||51%|
|81||Pinduoduo||$21.73||Consumer Goods & Retail||131%|
|82||Snapchat||$21.61||Media & Entertainment||n/a|
|83||Zara||$21.38||Consumer Goods & Retail||0%|
|84||Ikea||$21.02||Consumer Goods & Retail||17%|
|86||Lowe's||$20.67||Consumer Goods & Retail||51%|
|89||Autodesk||$20.45||Business Solutions & Tech Providers||n/a|
|93||Didi Chuxing||$20.04||Cars & Transportation||0%|
|94||China Construction Bank||$19.78||Financial Services||-6%|
|95||Pampers||$19.62||Consumer Goods & Retail||6%|
|96||KE||$19.50||Consumer Goods & Retail||n/a|
|97||Commonwealth Bank||$19.47||Financial Services||48%|
|98||Bank of America||$19.32||Financial Services||14%|
|99||Spotify||$19.28||Media & Entertainment||n/a|
|100||Colgate||$18.89||Consumer Goods & Retail||8%|
It’s the third consecutive year that Amazon has placed first on the list. Since last year’s ranking, the ecommerce brand has seen its value grow by 64%. Keep in mind, this accounts for all areas of Amazon’s business, including its web and subscription services.
Second on the list is Apple with a brand value of $612 billion. Apple wasn’t completely immune to the impacts of COVID-19—in the early days of the pandemic, its stock dipped almost 19% from record highs—but the company recovered and reported record-breaking revenue, generating $64.7 billion in Q4 2020.
It’s fitting that the top brands on the list are big tech companies since the pandemic pushed consumers online for both their shopping and entertainment needs. A few social media platforms placed high on the list as well, like Facebook, which rose two ranks this year to score the sixth spot with a brand value of $227 billion.
Instagram and TikTok trailed behind Facebook when it came to total brand value, but both platforms saw exceptional growth compared to last year’s report. In fact, when looking at brand value growth from 2020, both brands scored a spot in the top 10.
Insights into Brand Value Growth
The most valuable brand report has been ranking companies for over a decade, and some overarching factors have stood out as key contributors to brand value growth:
1. The Big Get Bigger
Starting “strong” can give brands an edge. This is because growth rate is closely correlated with high brand equity. In other words, a strong brand will likely see more growth than a weaker brand, which might explain why companies like Amazon and Apple have been able to hold their place at the top for several consecutive years.
Keep in mind, this doesn’t account for industry disruptors. An innovative company could come out of the woodwork next year and give the Big Tech giants a run for their money.
2. Marketing Makes a Difference
The right strategy can make a difference, and even smaller brands can make a splash if the message is impactful. Brands with emotional associations, like pride or popularity, tend to see that translate into brand value growth.
Companies like Nike and Coca-Cola have mastered the art of emotional advertising. For instance, in May last year, Nike released a video urging consumers to stand up for equality, in a video titled, “For Once, Just Don’t Do It.”
3. Smart Investment
It’s not just about developing an effective marketing strategy, it’s about executing that strategy, and continually investing in ways that perpetuate your brand message.
For instance, innovation is the core value of Tesla’s brand, and the electric car company walks the walk—in 2020, the company spent $1.5 billion on R&D.
The World’s Top Coffee Producing Countries
Coffee is the third most consumed beverage globally. Here we visualize the countries that have the highest coffee production in the world.
The World’s Top Coffee Producing Countries
In many cities around the world, there’s a café on every corner, so it comes as no surprise that coffee is one of the globes’ top commodities. As the third most consumed beverage globally, after water and tea, coffee beans are in high demand almost everywhere.
The top producing nations each produce billions of kilograms of coffee beans that find their way into the hands of eager consumers. According to the International Coffee Organization, a total of 169.6 million 60-kilogram bags of coffee were produced worldwide in 2020.
So, why does the world universally love coffee so much?
For The Love of Coffee
As most coffee lovers would tell you, drinking coffee is a complex and nuanced experience—there’s the rich aroma, the comforting warmth, and the loveliness of the ritual of sitting down with a fresh cup.
With the variety of ways it can be served and the jolt of caffeine it provides us, it’s not hard to see why the world loves its coffee. In fact, we love the beverage so much that humans have conditioned themselves to associate the bitter taste of coffee with a bout of energy and positive reinforcement.
So, where does the journey of each cup of joe originate? Let’s get to know the world’s top coffee producing countries.
The World’s Coffee Production Leaders
At the end of 2020, the top 10 biggest coffee-producing nations held 87% of the commodity’s market share.
Here is a list of the top 20 largest coffee-producing nations in the world:
|Rank||Country||Production in 2020 |
(Million 60-kg Bags)
|Total Market Share|
|13||🇨🇮 Côte d'Ivoire||1.8||1.1%|
|14||🇨🇷 Costa Rica||1.5||0.9%|
|17||🇵🇬 Papua New Guinea||0.7||0.4%|
|19||🇸🇻 El Salvador||0.6||0.4%|
While some of the world’s top coffee-producing nations are well known, others may come as a surprise. More than 70 countries produce coffee, but the majority of global output comes from just the top five producers: Brazil, Vietnam, Colombia, Indonesia, and Ethiopia.
Meet the Top Coffee Producing Countries
Brazil is a true powerhouse of coffee production. The country single-highhandedly produces nearly 40% of the world’s coffee supply.
Many areas in Brazil have a climate perfectly conducive to coffee farming. Coffee plantations cover about 27,000 square kilometers of Brazil, with the majority located in Minas Gerais, São Paulo, and Parana.
Brazil distinguishes itself from most other coffee-producing nations by drying the coffee cherries in the sun (unwashed coffee) rather than washing them.
The country is so influential to coffee production that the 60-kilogram burlap bags historically used to export beans from Brazil are still the worldwide standard for measuring production and trade.
Vietnam found a niche in the international market by focusing primarily on the less-expensive Robusta bean. Robusta beans can have up to twice as much caffeine as Arabica beans, giving the coffee a more bitter taste.
Though coffee has been grown in the region for well over a century, production skyrocketed through the 1990s after Vietnam’s communist government introduced economic reforms (known as Đổi Mới).
Today, Vietnam accounts for more than 40% of the world’s Robusta bean production.
Coffee cultivation in Vietnam is also extremely productive. The country’s coffee yields are considerably higher than other top coffee-producing countries.
A popular advertising campaign featuring a fictional coffee farmer named Juan Valdez helped brand Colombia as one of the most famous coffee-producing nations. A coveted drink of choice, Colombian coffee is prized for its aromatic, mild, and fruity flavors.
Some of the rarest coffees in the Western world originate in Indonesia, including Kopi Luwak—a type of bean that has been eaten and defecated by the Asian palm civet. Coffee made from these coffee beans might cost you anywhere between $35 to $100 per cup.
Known for its full-flavored, down-to-earth, and full-bodied coffee beans, Ethiopia is the country that gave us the Arabica coffee plant. Today this type of coffee is considered to be the most widely sold in cafes and restaurants across the world.
All of these top producing countries are found in the so-called “Bean Belt”, which is located between the Tropic of Cancer and the Tropic of Capricorn.
The Future of Coffee Production
With global temperatures on the rise, good coffee may become increasingly challenging to grow. To future-proof good and continued growth of coffee beans, finding newer and hybrid blends of coffee beans is essential.
Several studies and research missions have found wild species of coffee growing off the coast of Côte d’Ivoire and in certain regions of Sierra Leone, which could be the answer to our coffee production problems. Coffee from these coffee plants tasted similar to the famous Arabica bean and also grew at higher temperatures.
Though the future of coffee production around the world is somewhat uncertain, our collective love of the morning cup of coffee will drive innovative solutions, even in the face of changing climate patterns.
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