I think it's asinine that an industry trade group should whinge about sustainable coffee growing (and drinking - fuck you too, charlie) practices when FFS, converting a pasture to a coffee plantation is a far more sustainable move. The "blueprint" basically starts with the premise that coffee production is wholesale fucked because coffee plants are too delicate to live and then argues that the path forward is to burden current coffee growers with smell-your-farts smugness rather than figuring out ways to get coffee from regions where agriculture won't be so intensive. I mean, they link this. What do they get out of it? "50% of suitable land lost by 2050." What does it actually say? https://static-content.springer.com/image/art%3A10.1007%2Fs10584-014-1306-x/MediaObjects/10584_2014_1306_Fig3_HTML.gif If you read it, it mostly says "in 30 years, your coffee is mostly going to come from places occupied by Boko Haram." And if that isn't a more useful call to action than "measure and reduce your carbon footprint" I don't know what is.