“A lot of people don’t realize just how big coffee is,” said Nathan Gilliland, CEO of Bellwether Coffee at the 2018 Smart Kitchen Summit. Seriously, though: according to him, coffee is the most consumed beverage in the U.S., with people drinking more cups of joe than bottles of water, wine, and beer combined.
Not only are people drinking a lot of coffee, they’re also drinking better coffee. Consumers — especially millennials — are looking for fresher, higher-quality beans that are roasted locally. And they’re willing to pay for it.