Vern Long, the CEO of the World Coffee Research organization (WCR), has presented a brief overview of the global robusta breeding program led by the organization, along with her expectations for the coffee industry in the year 2024.

In a conversation with the “Global Coffee Report” about what can be anticipated for the coffee industry in 2024, Vern Long stated, “At the World Coffee Research organization (WCR), we believe that innovation in variety diversity – better plants reaching more farmers – will shape the future of coffee.” She emphasized that improved coffee varieties contribute to increased productivity for farmers, forest protection, and the creation of new experiences for consumers.

Vern Long explained that during the past year of 2023, the Innovea Global Coffee Breeding Network, a part of the World Coffee Research organization (WCR), successfully distributed 5000 genetically distinct Arabica coffee seeds to national coffee institutes worldwide. This marks the beginning of the next generation of coffee varieties aimed at supporting farmers, satisfying coffee enthusiasts, and ensuring future supply.

Revealing some plans for the current year 2024, Vern Long stated that WCR will initiate the first crosses in the newly established global robusta breeding program to guarantee a bright and secure future for robusta coffee.

She further explained that in 2024, the organization will conduct the initial crosses in a new global robusta breeding program to ensure that the future of robusta is bright and secure.

Vern Long highlighted that economists from Michigan State University measured the extent of the innovation crisis in the coffee industry during the past year of 2023. They revealed an investment gap in agricultural research and development for coffee amounting to approximately $452 million annually. She emphasized that this investment gap significantly contributes to the uncertainty faced by the industry regarding when and where future supply disruptions may occur.

To strengthen the industry in the coming years, Vern Long mentioned that WCR’s member companies, in collaboration with trade association partners, will continue to promote increased investment in agricultural innovation for coffee with the governments of coffee-consuming countries. This investment aims to provide the necessary support to enhance technical capabilities within research institutions in key coffee-producing countries, improving agricultural innovation systems to enhance productivity for farmers and reduce risks for the industry.

In conclusion, she expressed her hope and expectation that more companies will join the industry’s global efforts during the year 2024 to protect our favorite crop and our ability to enjoy our favorite beverage.

Vern Long

World Coffee Research CEO, Vern Long, provides an overview of the global robusta breeding program