Introduction to Araku Coffee and the Araku Valley

The Araku Valley - Geography & Climate

The Araku Valley is a splendid place, hidden in the lap of the Eastern Ghats of Andhra Pradesh, at a distance of about 120 kilometers from the city of Visakhapatnam. Renowned for its picturesque beauty, the valley extends over the Visakhapatnam district and is engulfed by a picturesque range of hills and lush green forests. Araku valley is a place of holidays edition with its own fair share of natural landmarks, comprising of hills, valleys and stunning diversified flora and fauna.

The valley is typically located at an average altitude of around 1,000 meters (3,280 feet) above mean sea level, making it one of the highest coffee growing regions in India. This high altitude is necessary for growing coffee, especially Arabica coffee beans, since they grow best at high altitudes. The place can be reached by the picturesque Araku Valley Road passes through thick forests and row of hills its way and provides an excellent view of the mountains, waterfalls and large number of tribal villages.

Importance of Elevation, Climate, and Soil for Coffee Cultivation

Elevation

Altitude (elevation) is perhaps one of the most important factors in coffee growing, especially for Arabica coffee. The high altitude of the Araku Valley offers a number of advantages for coffee cultivation:

Temperature Regulation:Higher altitudes tend to have cooler temperatures that usually vary between 15°C to 25°C (59°F to 77°F). These are coffee-friendly temperatures — Arabica coffee likes a steady, moderate, warmth with cooler nights. The cooler nights aid in developing the bean’s acidity and complexity of flavor.

Climate

The climate is described as a highlander type, and it is defined by both a dry and wet climate. This climate is perfect to grow coffee for a few reasons:

1. Rainfall:The valley gets heavy rainfall, mainly from the southwest monsoon which lasts from June to September. Annual rainfall varies from 1,500 mm and 2,000 mm (59 to 79 inches), sufficient for the growth of coffee. Sufficient precipitation guarantees good plant development and the cherries can develop properly.
    
2. Humidity:It normally maintains high relative humidity in the valley, being favorable for coffee plantations. Humidity usually runs between 70%-90%, which helps in the good growth of coffee trees and reduces stress during the dry season.

Soil

Soil is an extremely important aspect of coffee growing and the Araku Valley boasts of lush fertile soils with excellent moisture retention:

1. Soil Composition:The Araku Valley soils are classified as lateritic or red yield soil containing a variety of minerals and nutrients. The soils in these areas are free-draining and not prone to waterlogging, which is detrimental to the growth of coffee.
    
2. Nutrient Availability:The soil, rich in organic matter, offers the key nutrients to sustain healthy growth of the coffee plant. Most farmers use a organic farming system, promoting soil fertility through natural compost and keeping the soil healthy in the absence of chemical fertilizers.
    

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History of Coffee in India

Coffee has a long and colorful history in India, first being brought to the country in the 17th century by travelers and traders. Coffee has its roots in Ethiopia, which used to drink it as a beverage long before India. The story of coffee in India is not so much one of agricultural development but rather the exchange of cultures, trade and acculturation of local traditions.

India’s coffee culture began in earnest when Baba Budan, a 17th-century Sufi saint, smuggled seven coffee seeds out of the Yemeni port of Mocha (yup, that Mocha) and back to India after a pilgrimage. He went on to make the hills in Chikmagalur a home to more than 7,000 coffee seeds, thus beginning a long history of commercial coffee plantations in India. Climatic conditions and soil of the Western Ghats were suitable for the growth of Arabica coffee.

Coffee cultivation started in the 18th century, and is responsible for much of the "forest" that you see in southern India - in the States of Karnataka, Kerala, and Tamilnadu in particular. The British, however, saw the potential of coffee as a cash crop, and gave preference to coffee cultivation in those areas, and large plantations, worked by local labour, were established. Everywhere there was coffee, a lifeblood crop whose culture permeated it, forming the livelihoods of innumerable farmers and forming part of the culture of the Indian subcontinent.

The Spread of Coffee Cultivation

The passage of coffee through India is characterised by the proliferation of coffee estates, which were mainly set up in the Western ghats, as the hilly terrain with its strategic drainage offered the perfect conditions for the coffee crop. The 1800s saw coffee plantation boom and the Indian coffee industry started becoming a force to reckon with on the global scene. The establishment of the Coffee Board of India in 1942 helped to develop the coffee industry in India, where shareholder cooperation and research development activities were crucial to competition with other coffee economy players.

How Coffee Reached the Tribal Areas of Araku

Image source Araku Valley on the Andhra Pradesh map and the coffee that changed the image of this once violence-ridden place are part of Indian coffee history that is fascinating. Dominated by the Eastern Ghats, the Araku Valley is home to indigenous tribes such as the Bagata, Konda Dhora, Valmiki, Kotia, Gadaba and Porja, who have lived and protected the land for generations. The history of coffee in this area dates back to the mid-20th century and was born out of a mixture of farming plans and socio-economic platforms.

The Andhra Pradesh government of late 1990s had realized that the coffee as a crop could be the answer to the tribal regions of Araku Valley and key development agencies like Integrated Tribal Development Agency (ITDA) and Coffee Board of India came in to make it happen. The area’s altitude, climate, and fertile soil made it perfect for cultivating fine Arabica coffee. This measure was intended to give sustainable livelihood support to the tribal community engaged in subsistence agriculture.

Development of Coffee Plantations in Araku Valley

When coffee was introduced in Araku, the tribal folks were sceptical initially as they were used to their traditional methods of farming. The solution has been to initiate training programs and educate farmers in modern farming methods and the commercial advantages of coffee farming. These trainings were instrumental in disseminating the message to the farming communities that coffee is a cash crop that could change their fortunes.

The Rise of Araku Coffee

With good coffee from Araku Valley, the scenic district was getting on the radar of coffee lovers and connoisseurs. Araku Coffee was being noticed in both India and the international market for its flavour profile and organic growing process. The focus on organic methods of cultivation along with the area’s unspoiled surroundings helped Araku Coffee build a name as the premium offering.

Araku Coffee has gained series of recognitions in the recent past having won international coffee awards such as the Flavour of India - The Fine Cup Award. These awards have not only increased the global visibility of Araku Coffee but also created much pride for the tribal villages in being a part of it! The success of Araku Coffee has attracted additional investment to the area, to the benefit of the tribal farmers' socio-economic conditions.

Socio-Economic Impact of Coffee Cultivation

Coffee cultivation has changed the life of tribal communities in Araku Valley. As the profitability of coffee emerged, families saw an increase in standard of living, income, and access to resources. With economic progress incomes can be spent on education, health and better living conditions.

The Cultural Significance of Coffee

Coffee personalities besides, for the tribal communities of Araku Valley, the brew has come to have cultural significance. Cultural practices related to the way coffee is cultivated and served have developed and adapted, resulting in distinctive coffee culture that reflects the traditions and identity of the tribes. These social events have focused on coffee, as people gather to converse and enjoy coffee, and have enhanced social relationships and a feeling of community.

The Emergence of Araku Coffee

Araku Coffee’s tale begins in the rich, green slopes of the Araku Valley, in the Visakhapatnam region of Andhra Pradesh, in India. Situated in the Eastern Ghats, this area is rich in flora fauna and climate is suitable for coffee plantations. The Araku Coffee journey began in the latter half of last century when the tribal communities of the region took to growing coffee to make their lives better.

Traditionally, the local tribes in this area followed conventional, indigenous cultivation of crops, including bhar, maize and other indigenous grains. The cultivation of coffee however brought a radical change in their method of cultivation. The Coffee Board of India identified the region’s altitude, soil make-up and most importantly, climate, as favourable for the cultivation of arabica coffee. In the 1990s, attempts were taken to motivate tribal peasants to grow coffee, with the initial involvement of non-governmental organisations and the NGOs.

Tribal Involvement in Farming

The role of the Tribals for the popularity of Araku Coffee: The deep involvement of the tribal community in the growing of Araku coffee has played a crucial role in the rise of the brand. The primarily Adivasi farmers have an intimate connection with the land, and bring an irreplaceable knowledge of local ecologies. This closeness to their surroundings allow them to grow coffee sustainably, using traditional techniques, which not only focus on preserving the environment but also prioritize soil health and a rich biodiversity.

Tribal farmers cultivate coffee in shade grown method which is not only eco-friendly but also adds to the quality of the coffee. By growing coffee bushes under canopies of taller trees, they form a microclimate that shields coffee plants from direct sunlight and harsh weather patterns. It also promotes biodiversity by serving as a home for a variety of bird and insect species, creating a healthy ecosystem.

The Tribal Communities of Araku

Understanding the Tribes of the Region

Araku Valley and its vicinity, located in the Eastern Ghats range of Andhra Pradesh, India, is inhabited by several tribal communities. For hundreds of years, these indigenous peoples have coexisted with their environment and preserved their cultures, traditions and ways of life. The Key tribes in this belt are, the Adivasis, the Bagata, the Konda Dhora, etc., have their own distinctive traditions which contributes to the distinct cultural tapestry of this place for these people. This article examines their leading traits, way of life, and problems in the modern world.

Adivasis

The word Adivasi is a collective term for many of the aboriginal/indigenous peoples of India and is used in parallel to the term Vanyajati, which until several decades ago was the official term. In Araku Valley, Adivasis refers to several communities which have lived there for centuries. With their strong community ties and desire for harmony with nature, Adivasis have been practising sustainable agricultural and forest-dependent livelihoods for centuries.

Geographical Features of Alluri Sitarama Raju District

The ASR terrain is hilly with patches of Eastern Ghats reaching an altitude over 1200 meter. The highest forest block in this division is 1615 meters and comprises mandals Paderu, Araku Valley and Chinthapalli.

Araku Valley

Araku Valley, 115 km west of Visakhapatnam, is a protected area since 1995 situated in the Eastern Ghats. The description of Kutinagaram commonly referred to as the "Ooty of Andhra" includes rich flora and fauna, fertile soil, a fertile, and a large number of coffee estates.

Traditional Farming Practices

Indigenous Agricultural Methods

Native Farming Practices Even before tree planting, there is a long history of indigenous agricultural practices in the forested highlands.

Indian agricultural techniques are proven skills which have been handed down through generations by word of mouth and practiced by the local population. These practices are based on a profound knowledge of the local ecosystem and on an organic farm management. Characteristics of the Traditional Agricultural Practice of Indigenous Brazil Some of the key features of indigenous agriculture are:

3. Water Management

Traditional indigenous food production technologies usually have developed sophisticated mechanisms for water management to optimize use of natural water sources. Methods of traditional land and water management, including check dams, terracing and rainwater harvesting, can also store some of the water that would otherwise run off, making it available in dry periods. Not only do these techniques save water, but they also reduce soil run-off and increase crop yields. Local water Indigenous farmers have developed an intimate knowledge of the hydrology of their homelands, and can predict which water source will rise and fall depending on the rainfall and ground saturation.

4. Natural Pest Control

Ecology is based on traditional farming and emphasizes ecological equilibrium and dependence on natural enemies in fact. Farmers can employ companion planting, in which certain plants are intercropped as a way to repel pests or lure good insects. Furthermore native wisdom utilizes herbal medication and other natural resistances to insects thereby decreasing dependence on chemical pesticides. Biodiversity cultivation and the construction of habitudes for native predator species allow traditional farmers to control pests without damaging the ecosystem.

Community-Based Farming Techniques

Community farming methods stress upon the need for cooperative and group participation by locals. Such methods not only make the community stronger, but they allow the community to make agriculture more sustainable. Community-Based Farming Connection: Key Elements of Community-Based farming:

1. Collective Farming Initiatives

In many native societies, farmers take part in mutual farming activities, and join forces in resources, know-how, and labor. This collaborative model enables them to pool resources, which makes it easier for farmers to invest in tools, seeds, and inputs. With that, collective farming can increase bargaining power in local markets that provide better prices for the produce. These unifying programs help the farmers build a culture of community while facilitating them to move together toward mutual goals.

2. Traditional Knowledge Sharing

Local-based agriculture is highly dependent on local knowledge and methods. Many of these skills are passed on by the older generations to the younger generation through storytelling, show-and-tell and mentorship. This knowledge transfer is not only a means to save cultural tradition, but it also empowers the next generation with the means to continue sustainable farming. There are also the community meetings and workshops where farmers are able to exchange or discuss promising practices, issues and innovative responses.

The Impact of Traditional Farming Practices

The effect of ancient farming on the communities and environment is imponderable. With a focus on sustainable, biodiversity and community resilience practices such as:

1. Food Security

Traditional farming methods contribute to food security by fostering a variety of crop types and increasing soil integrity. Diversifying crop ministries is the outcome of growing multiple crops for a more resilient community to deal with the challenges of the environment and to provide food across the year. This variety also benefits nutrition by enabling access to a variety of nutrients.

2. Environmental Conservation

The focus on sustainable production with established farm practices is beneficial to environmental preservation. By not resorting to synthetic fertilizers and pesticides, indigenous farmers are also protecting indigenous ecosystems and thus maintaining biodiversity. Soil conservation methods maintain soil fertility and prevent soil erosion, thus sustaining the agricultural land in good condition for a good number of years.

The Unique Cultivation of Araku Coffee

Organic Farming and Biodiversity

Sustainable coffee and organic farming have turned into a way of life for farmers in the Araku valley, thanks largely to the commitment of local tribal farmers. The skin-loving and environmentally-aware culture of the region has its roots in traditional wisdom, coupled with reverence for nature. Such an approach not only improves the coffee quality but also contributes to the ecological and social balance in the community.

1. Natural Fertilization

Use of organic manure is one of the significant organic farming practices in Araku. Farmers depend on organic compost, which is produced from household waste, animal dung and green bio-mass. This compost supplies the soil with nutrients that nourish the coffee plants and feed the soil. While chemical fertilizers can lead to degradation of soil quality, organic fertilization serves to improve soil structure, increase microbial activity and nutriment retention.

2. Pest Management

It's an indigenous variety of coffee, Araku farmers do not use any pest management to protect the crop. This entails adopting integrated pest management (IPM) practices based on diversity and ecological equilibrium. Farmers typically plant companion crops that either attract beneficial insects or repel pests, thus minimizing the need for chemical pesticides. Furthermore, natural infusions are used to repel pests in an environmental friendly way.

Importance of Biodiversity and Agroforestry

Biodiversity and agroforestry are the pillars of success of organic farming in Araku serving two purposes, environmental sustainability and socio-economic security of the people in the area.

1. Enhancing Soil Fertility

Agroforestry systems with biodiversity contribute to soil fertility and general ecosystem health. Diverse plant species, such as shade trees and understorey plants guarantee a wealth of soil microorganisms, which improves nutrient cycling and enhances soil organic matter. This variety contributes to a well-rounded ecosystem and minimizes the potential for soil depletion and soil erosion.

2. Pest and Disease Control

A variety of agro systems suppress pests and diseases. The diversity of crops and plant species in the garden attracts natural enemies that keep pest numbers in check. This biological control system helps perform the organic farming philosophy, decreasing the use of chemicals. In addition, crop rotation and inter-cropping also help to avoid damage from diseases by disrupting the life cycles of pests and pathogens.

The Coffee Cultivation Process

Step-by-Step Cultivation Process: From Planting to Harvesting

1. Site Selection and Preparation

2. Planting

3. Establishment and Care

4. Pruning and Training

5. Fertilization

6. Flowering and Fruit Set

7. Ripening of Coffee Cherries

8. Harvesting

Varieties of Coffee

India predominantly cultivates two types of coffee: Arabica and Robusta. Arabica is more aromatic and has a higher market price, while Robusta is stronger and used in blends.

Life Cycle of Coffee Cultivation

The coffee cultivation process involves multiple stage

• Stage 1:Coffee Primary Nursery Seeds are sown and grown for 45 days.
   
• Stage 2:Coffee Secondary Nursery: implantation of the seedlings in polybags and kept for 2–3 months.
   
• Stage 3:Pre-plantation Actions- holes dug at fields before planting.
   
• Stage 4:Planting Coffee Saplings— coffee saplings are planted, and shade trees such as Silver Oak are established.

Coffee Growth and Harvesting

It takes five years for coffee plants to bear fruit, with the major harvest happening between November and February. Coffee cherries are harvested and processed via the wet or dry method.

Drying and Processing Coffee

The coffee is then dried on cement drying patios to preserve the quality. This process prevents contamination with sand, which had previously devalued tribal coffee in the market.

Certification and Global Recognition

The Role of Organic Certification

1. Fair Trade Certification

The Fair-Trade certification is an important milestone for Araku Coffee’s transition from local to global markets. This certification guarantees that farmers get a fair wage for their coffee and has advantages in terms of social and economic justice. The tribal farmers of Araku are ensured a minimum price and a premium to enable investment in community development projects, education and healthcare through Fair Trade certification.

2. USDA Organic Certification

USDA Organic Certification, Araku Coffee Tags in the international range of products. It’s an organic certification standard for products you can trust, backed by extensive criteria for organic hierarchy, that no synthetic fertilizers, pesticides or GMOs are used in the cultivation process.

We discovered more about Araku Coffee’s special, organic farming techniques with a focus on biodiversity and agroforestry. The module & its story line narrated the complete process of Coffee cultivation - especially from planting to picking & also reasoning behind the certificates that further adds to the trust & recognition of Araku Coffee in the International scenario."

The following module will cover post-harvest processing of Araku coffee -picking, drying, wet and dry processing. We'll also understand what it’s teaching its farmers, how it grades the raw coffee beans, how it touts the romantic life of a cupper (where we cup coffees), and how exactly it roasts, packages and takes its coffee all over the world in a way that excites the locals in Andhra or those living in Europe and US cities.

Coffee Processing and Production

Post-Harvest Processing

Post-harvest processing is the most important stage that shapes the flavor and quality of coffee. Once the coffee cherries are harvested, the seeds need to be meticulously separated. The farmers in Araku Valley employ different methods like cherry picking, sun drying and both wet and dry processing of coffee

1. Coffee Cherry Picking

Selective Harvesting

The transformative turning process that coffee undergoes from cherry to cup starts with the selective pick of ripe cherries. Although this form of harvesting is very labor-intensive, it is vital to assure the coffee’s flavor. Farmers search for cherries that are a vibrant red color and completely ripe, for the best flavor. Hand picking makes possible to discard the unripe or overripe cherries that would spoil in the taste of coffee.

2. Drying Techniques

After the cherries have been picked, they need to be dried out accurately in order to cut down on moisture and avoid rot. Two drying processes are followed in Araku sun drying and mechanical drying.

3. Wet Processing Methods

Wet processing (washed) is an approach that allows the flavors in the bean to be bright. This method is common in Araku lentil cultivation as it helps in cultivating good quality   Arabica beans.

Pulping

Step: Soak for 24 - 48 hours the depulped beans are now soaked in vats of water. During that time, the mucilage the sticky layer that envelops the beans is dissolved by natural fermentation.

Importance: The right fermentation has to be closely watched, thus not to over-ferment, which would influence sour taste into the coffee.

Washing and Drying

Step:The beans are washed with water to remove the mucilage after the fermentation. They are now dried through sun drying or other means as described above.

4. Dry Processing Methods

There is also the option of dry processing, or dry washing, which may be possible if water is scarce. According to this process, the coffee cherries are dried in the nature unmixed with pulp so far.

Coffee Grading and Cupping

Araku farmers, follow best practices in farming, processing and grading, and only the best beans find place in the market. Grade standards are used in coffee classification to assess the quality of coffee and how much a person or company is willing to purchase it.

1. Grading Standards

Araku Coffee is often categorized based on the guidelines laid down by coffee certification organizations and industry practices. These guidelines highlight a number of considerations:

• Size and Shape
   
• Defects
   
• Moisture Content

2. Certification

To be consistent with these principles, Araku coffee growers frequently pursue certifications such as USDA Organic and Fair Trade, which serve to accredit both the quality and ethical sustainability of their products. Certifying bodies carry out meticulous inspections and grading to ensure the coffee meets particular standards of quality.

The Art of Cupping and Flavor Profiles Unique to Araku

Cupping is an integral part of the coffee industry to taste and assess the flavor profile of coffee beans. Cupping sessions are held in Araku to determine the signature taste of the coffee from the region.

Cupping Process

During the cupping procedure, the coffee can be evaluated according to several sets of criteria including aroma, flavour, body, acidity, and aftertaste. The steps include:

• Preparation: Coarse coffee grounds are put in cupping bowls, usually at a weight of 1:12 (coffee: water). The water is heated to around 200°F (93°C) and poured over the grounds.
   
• Steeping:The coffee is steeped for around 4-5 minutes. Smell and taste also form at this stage.
   
• Tasting:Tasters break the crust that makes up as a layer of coffee grounds on top with a spoon once they have poured hot water through. This opens the bouquet, which is smelled before tasting. Tasters then slurp the coffee so it completely covers their mouth surface and can be tasted fully.
   
• Scoring:Individual parameters like acidity, sweetness, body, aftertaste are rated on a scale. This scoring aids in comparing one coffee lot to another and choosing the best for your needs.

2. Flavor Profiles Unique to Araku

Araku Coffee is prized for its unique tastes, the distinctive flavors are a result of the region’s ‘terroir’, organic practices, and traditional processing. Some experienced flavours are:

• Fruity Notes:Many Araku coffees boast pronounced fruity flavor profiles, which feature qualities such as berry, citrus, and stone fruits - a result of the high altitude and meticulous processing of the beans.
   
• Balanced Acidity: The coffee is generally characterized by a mild and pleasant acidity—bright and smooth, which helps to give a clean and refreshing cup. The acidity in good coffee is often described as fruity or winey, and adds complexity to the cup.

Roasting and Packaging

This epic journey of Araku Coffee, from cherry to cup, reaches its climax in the roasting and packaging phases. They also affect the resulting taste profile and how the product is marketed back to consumers at home and abroad.

Roasting Techniques Specific to Araku Coffee

Roasting is a form of art that can be transcendent, partly because is the magic of cooking, but also, it's really one of the best possible ways to experience coffee in an entirely new and unique way. In Araku, the roasting methods are adapted to bring out the natural flavors of the Arabica grown in the area.

1. Roast Profiles

Types of Roasts available in Araku For those who like their coffee dark and black, roasting the beans bold and hearty could be the way forward.

• Light Roast
   
• Medium Roast
   
• Dark Roast

2. Small-Batch Roasting

"For us, in Araku, we'd rather prefer small-batch roasting so that there is full control over the quality and roasters can also play around with various profiles. This means that you’ll get more even roasting because no matter how many beans you roast, temperature is more easily controlled and time is kept, delivering more consistent flavor.

3. Cooling Techniques

After roasting, cooling is very important it immediately stops the roasting and seals in the taste. In Araku, a large number of roasters employ different kinds of air cooling, which allows the beans to stop roasting, retaining their flavour character.

Packaging and Marketing for Domestic and International Markets

After being roasted, another important stage of development is packaging, as this step helps a lot in the durability and attractiveness to consumers of the product. It is crucial for Araku Coffee to market themselves, in a reliable scheme to both national and international markets.

1. Packaging Methods

• One-Way Valve Bags:Roasted coffee releases carbon dioxide, becoming stale more quickly if packed immediately. One-way degassing valve prevents air from entering to ensure the freshness of your coffee.
   
• Barrier bags:Packaging materials with excellent barriers to oxygen, moisture, and light are employed to provide an extended shelf life. Packaging for retaining quality of Araku Coffee include laminated foil or multi-layered pouch packings.

2. Branding and Marketing Strategies

The branding of Araku Coffee focuses on its epic story, superior quality, and ethical sourcing. The target areas of marketing are:

• Highlighting Organic Certification: Highlighting certifications like USDA Organic or Fair Trade is appealing to shoppers seeking the very best in ethically sourced product. This point is particularly relevant in the foreign markets, where the demand for sustainable products is at its peak.

• Storytelling:The story of Araku Coffee - its genesis, the tribal role in farming, and focus on organic farming - has struck a chord with the consumers. Telling stories about the farmers themselves and the rich cultural heritage of the region can help establish some customer connection and brand loyalty.
   

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Socio-Economic Impact of Araku Coffee

The Future of Araku Coffee

Over time, Araku Coffee has become a much sought after brand for its organic farming and signature taste. As the world market for coffee changes, Araku Coffee is poised to do more than just follow along, in the process helping to provide a future for the tribal villages at the heart of its production.

In a world that is becoming more conscious of environmental challenges and the results of traditional farming practises organic coffee is coming in vogue. Customers are also increasingly aware of the source of their coffee and the methods employed to grow it. With organic farming and sustainability at its heart, Araku Coffee is well placed in a market that is more and more about being environment friendly. There will be an increased demand for organic Araku Coffee due to the stricter certification criteria and this brand will be able to claim a larger piece of the market.

E-commerce is becoming increasingly important in the coffee world by cutting out some of the middlemen and letting consumers try products directly from where they come from. This trend presents new opportunities for Araku Coffee to directly connect with consumers from across the globe and reduce reliance on intermediaries. Through this investment in online marketing and direct sales channels, Araku Coffee checks these boxes by increasing its brand presence and reach with coffee consumers globally.