PORTLAND, OR— Last week, the Association for Science and Information on Coffee (ASIC) held its 27th biennial conference in Portland and shone a light on several critical issues affecting the future of coffee. Overall, they say, we as an industry really, really need to start measuring shit.
“As an industry, it’s super important that we work at consistently measuring shit,” said Lauren Bryce, a keynote speaker and agronomist who specializes in coffee biology. “We won’t get anywhere without collecting data.”
Bryce wasn’t the only expert to point out that the coffee industry really needs to focus on measuring shit.
“The future of coffee is under dire threat from climate change. The amount of coffee-growing land is projected to decrease by 50% by 2050, and on the other side of that equation, demand is going to double,” said industry leader and nonprofit founder Carolyn Kline. “We can’t solve these problems if we don’t start measuring shit on a regular basis.”
In the past, coffee’s artisanal nature has prevented many in the industry from adopting a data-driven focus on improvement, but the inspiring experts and leaders who spoke at ASIC really made it clear that if we want to safeguard the future of coffee, we as an industry need to do much, much better at measuring shit.
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