National campaign to increase coffee consumption has started in Mexico. As RIA Novosti correspondent tells us, this was reported this Thursday by Roberto Hieseman, Chairman of Mexican Coffee Council at his press conference.
It is expected that as a result of this campaign in the next two years coffee consumption will grow from 750 g to approximately 2 kg per each resident of the country. This way the organizers of this action hope to lessen the dependence of Mexico, which is one of the largest coffee producers in the world, on the export of this product.
According to Hieseman, currently this industry employing more than 282 thousand Mexicans is going through a serious crisis because of extremely low world prices. As a result, only over the last year the decrease of coffee production in Mexico amounted to about 1 million nominal bags.
Besides struggling for increase of quality and conducting an extensive advertising campaign, the organizers of this action aim to install coffee making machines in many public buildings of the country.