Many millennials are becoming mindful of the source of what they consume or purchase. As a result, millennials who are coffee enthusiasts have become more demanding as they seek to know the origin of their cup of coffee. Some of the top coffee shops have heeded to these concerns as they are seeking technology-based solutions, such as blockchain.
Notably, some coffee companies, such as Jacob Douwe Egberts and J.M. Smucker Co. have collaborated with Farmer Connect, a blockchain initiative startup, in propelling the traceability of coffee beans’ origin. This objective will be realized through Thank A Farmer, a consumer-facing application, that will be blockchain-enabled.