A conversation with Marco Lavazza, the Italian coffee brand's vice president.
Coffee is a perennial crop that is grown in rows and can be in production for up to 30 years and according to Business Insider, is the second most sought-after commodity in the entire world, with an industry that is worth over $100 billion across the globe.
Yet the sector faces a wide arrange of challenges, ranging from the competition of more profitable crops, the financial speculation affecting the price on the global markets and - of course - the effect of the climate changes.
During the 2020 Australian Open, Marco Lavazza also announced the Italian leading brand's new partnership with Melbourne-based recycling company Reground, launching a sustainability initiative that will see the coffee turned into a valuable resource to help grow
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