Too much supply not enough demand. Bad times for the moment. Prospects look grim world over in producing countries. Coffees are not getting the kind of prices they deserve. Growers all over the world keep a watch for these times of distress.
Frost tends to decimate quite a bit of the crop.
It is a kind of family planning mechanism at work in coffee every once in several years. Brand Equity would be a pretty macro term today. It encompasses quite a bit. Some things that can be defined, and several that are intangibles that go to make your brand of pop corn and prayer alike. Currently, the estimate is at 114 million bags production, each of 60 Kgs worldwide.