Officials seek to brew up thirst for coffee

By Reuters

Bogota - World coffee officials are thinking about introducing the drink into school lunches and handing out free beans in unconquered markets as part of a campaign to spur consumption.

After several failed attempts to lift depressed world prices by controlling the supply of coffee, International Coffee Organisation (ICO) chief executive Nestor Osorio believes the new tactic should be to boost demand and create new consumers.

"The time has come to tackle the issue of the imbalance between supply and demand, not by restricting supply but by boosting demand," Osorio said. "Maybe the coffee crisis lies in underconsumption.

"We need to find formulas to boost demand. Why not introduce coffee in school lunches so that children as young as 12 can have cafe au lait?

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