This is the 4th episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar. Our guest for this series is Coffee Producer, Mark Bolliger from Finca Rosenheim in Peru and in this series, Mark and Lee will be exploring "The Reality of Being a Coffee Producer Today" (from Mark's perspective) In this episode of the Daily Coffee Pro by Map It Forward, Mark and Lee focus on sustainability from a producer's perspective. Mark expresses his initial skepticism toward the term 'sustainability' due to its overuse and misinterpretation in the industry, specifically criticizing large corporations like Nespresso for greenwashing. He provides insight into his definition of sustainability, emphasizing the importance of long-term environmental stewardship, community engagement, and economic stability for coffee farms. Mark also discusses the challenges of ensuring fair compensation in a market dominated by fluctuating prices and the pressure to sell cheaper coffee. The conversation touches on consumer inflation and its impact on coffee pricing, highlighting the need for a sustainable approach that benefits both producers and consumers in the long term. 00:00 Welcome & Introduction to the Series 00:30 Exploring Sustainability in Coffee Production 00:51 The Misuse of 'Sustainability' and Greenwashing 02:04 Mark's Perspective on Fair Trade and Pricing 04:34 Real Sustainability from a Producer's Viewpoint 07:24 The Impact of Consumer Behavior and Market Saturation 13:39 The Crisis in Coffee Production and Future Uncertainties 15:27 Closing Thoughts and Next Episode Teaser Connect with Mark Bolliger and Finca Rosenheim here: https://www.instagram.com/fincarosenheim/ https://en.fincarosenheim.com/ •••••••••••••••••••••••••••••••• The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar https://www.mapitforward.coffee https://www.instagram.com/mapitforward.coffee https://www.instagram.com/leesafar •••••••••••••••••••••••••••••••• This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops