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Specialty coffee businesses sprang up one after another in the 1990s, but the foundations for this began in the late 1960s.
At the time, commodity coffee was traded in containers, which contained burlap bags filled with coffee harvested from various growing regions.
The idea arose to see if these burlap bags could be sold individually,
or if small-lot burlap bags could be sold to small-scale roasters.
From the late 1960s, a wave of small-scale roasters began to open in the United States.
Peet's Coffee, founded in Berkeley, California in 1966,

After the coffee crisis of 1989, commodity coffee prices became a kind of financial product, leading to price instability. Furthermore, under the Doi Moi policy implemented in 1986, the emerging Robusta coffee producer Vietnam rapidly increased its supply through national policy, threatening even Brazil, the leading coffee-producing country. This led to a decline in export prices from Latin America and Africa.
When prices fell, farmers in coffee-producing countries were unable to sell their coffee, even if they lowered the price, and their incomes fell.