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.
However, Vietnamese coffee is Robusta, which is considered to be of lower quality and taste inferior compared to Arabica.
As a result, a trend toward pursuing flavor emerged in the coffee industry in the 1990s, aiming for quality over quantity and offering delicious coffee even at a higher price.
This trend became increasingly active on the West Coast of the United States, with specialty roasters such as Stumptown, Intelligentsia, and Counter Culture being established one after another in 1990.
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