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Opening the packaging was more like tearing open a pack of coffee beans than the fetishist equivalent of de-flowering a new Apple product capsule.
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"The market is already suffering from a lack of Indian coffee beans, so if more is consumed domestically, high-end coffee will suffer, " says Rachel Hamburger, chief executive of Portofino Coffee Ltd.
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Hence, a small logo on a jar of coffee means politically-minded consumers get to pay more for their daily cup, comfortable in the knowledge that the farmers who grew those coffee beans receive a decent price for their crop.
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