A prominent figure in the Italian coffee sector has called for a fundamental shift in the industry's approach to sourcing, urging roasters and buyers to assume greater responsibility for the entire supply chain. Speaking at a recent industry forum in Rimini, Italy, Mario Bruscino, green coffee purchasing director for Caffè Borbone and Vice President of the Italian Coffee Committee, argued that the future of quality coffee depends on moving beyond purely transactional relationships with producing countries.
Bruscino challenged the idea that a buyer's responsibility ends with purchasing the best possible coffee at the most competitive price. He characterized a business model focused solely on acquiring raw materials while concentrating value and transformation in consuming countries as an "extractive logic." According to his remarks, such a dynamic risks perpetuating historical imbalances and fails to build a sustainable foundation for the future of the coffee industry.
To ensure a supply of quality coffee in the coming decades, Bruscino stated that the industry must invest in the people and environments at origin. This includes supporting farmer income, productivity, soil health, biodiversity, and creating opportunities for women and younger generations. He framed this as the difference between simply buying a commodity and taking responsibility for a supply chain. A resilient supply chain, he concluded, is built on resilient farmers and solid communities, not just resilient plants.