On September 5th President Donald J. Trump signed an executive order updating tariff rules in line with ongoing trade negotiations. It designates coffee as an “unavailable natural resource,” eligible for exemption but only through future trade deals. 50% tariffs on Brazilian coffee have already shaken America’s market, and appear to be staying put. Brazil supplies 8M bags of coffee annually to the US, but roasters and traders are quickly pivoting to alternatives.| Coffee Intelligence
For centuries, matcha was a Japanese ritual, a ceremony that prized patience and restraint. Now matcha has become something else entirely: a bright green shorthand for wellness, virality, and conspicuous consumption. Japan’s matcha exports have nearly tripled in the last decade. TikTok has been driving billions of views and fuelling reported supply shortages. Much of matcha’s appeal rests on perception: the colour green signals health and wealth.| Coffee Intelligence
Pistachios, once a niche nut – at least on the global scene – are now a ubiquitous component of everything from lattes and chocolate bars to ice creams and cocktails. Americans consumed 225,000 tonnes of pistachios in 2024 – more than any other country. Viral hits like “Dubai Chocolate” drove $22m in sales in just three months. This has fuelled shortages and strained supply chains from Turkey to California.| Coffee Intelligence
