00:00Coffee in Italy is consumed on a daily basis in various ways.
00:04No Italian is willing to give up.
00:07According to the estimates of the SCA, Specialty Coffee Association,
00:11more than 2.5 million bags of coffee are consumed a year in Italy,
00:18of which more than 2 million are from Uganda.
00:25Italy consumes 95 million cups of coffee a day.
00:32But what is the real value of coffee?
00:35What makes the difference between one cup and the other?
00:38The whole country has a fundamental problem with the coffee industry
00:42and it is the culture behind the coffee cup.
00:47And every consumer must know the value.
00:52What are its peculiarities?
00:54Who harvested it?
00:56Which way did it arrive?
00:58To my plot or to my cup?
01:01This culture will tell the true story behind the coffee cup
01:07trying to unite the world of the farmer with that of the end consumer.
01:12Because these are the two extremes along the coffee cup.
01:17The intermediaries, the industry of transformation,
01:22have a huge responsibility by lowering the price
01:27but in doing so creating a vicious circle of unsustainability,
01:34especially at the base of the supply chain.
01:37The price of coffee must be a fair price.
01:42A fair price for me would be around 2 euros, 2.50 euros.
01:48If the consumer is made aware, therefore educated,
01:53then he has the possibility to claim, to claim for the best.
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