With the right machinery, it's possible to drink more coffee using fewer beans.
Coffee pods, the single most influential invention in the coffee world over the past few decades, have caught on like wildfire in this country. When people drink coffee pods, they drink less coffee.
Conservation means making the most efficient use of resources. The reporter misses that point.
But the overwhelming popularity of the pods has actually caused a bit of a headache for coffee bean roasters and growers, who help supply the largest market in the world with its fix.

Americans have traditionally brewed their coffee using drip machines, which are terribly inefficient ("How much coffee should I put in this filter? Never mind, I'll just eyeball it"). As a result, people have historically bought more coffee beans than they might need.

But extra coffee doesn't just end up down the drain — some of it finds its way into your stomach. The consequence of brewing coffee by the pot is that there's often more just sitting there, tempting you to have another cup.

Coffee pods, however, are incredibly efficient by comparison. People tend not to make more than they will drink — or, at least, first intended to drink.
From time to time, the growers face unfavorable conditions.  The pods will protect consumers against price fluctuation to an extent.  Yes, the beans will still trade at a higher price.  But the traditional way for a consumer to react to a higher price is to use less coffee in the basket ... or, if you want to get into Depression mode, reuse the grounds.

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