The world's coffee industry has responded to the crisis by working tirelessly to increase coffee consumption worldwide. The ongoing effort to increase coffee consumption has included identifying market saturation points, developing quality control mechanisms, encouraging farmers to maintain high standards and rewarding coffee roasters for developing new varieties and blends of coffee.

The efforts of the International Coffee Organization to raise coffee consumption around the world are paying off. Despite the fact that coffee prices have risen, there is more coffee traded, sold and enjoyed each year. Marketing thrusts by the ICO have turned coffee drinking into a fine art and encouraged people to think of coffee as an affordable luxury.

This is especially true in countries like India, Japan and China. Asian countries, traditionally bastions of tea drinkers, have been drinking more and more coffee. In countries that have already reached ‘saturation level', brand awareness has helped nearly eliminate the bottomless cup of coffee. Instead, we drink gourmet coffees and think nothing of paying $20 a pound for Hawaiian kona or Jamaican Blue Mountain coffee and $3 a cup for specialty coffees served up with whipped cream, mocha or flavored coffee syrup.

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