Did The WEF Just Declare War On Coffee?!

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Did the World Economic Forum (WEF) just declare war on coffee, saying that people should not have more than 2-3 cups per year?!

Take a look at the viral claim, and find out what the facts really are!


Claim : The WEF Declares War On Coffee!

People are sharing an article (archive) by The People’s Voice (formerly NewsPunch), which claims that the World Economic Forum (WEF) just declared war on coffee, saying that people should not have more than 2-3 cups per year!

WEF Declares War on Coffee: ‘No More Than 2 or 3 Cups Each Per Year’

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Truth : The WEF Did Not Declare War On Coffee!

This is yet another example of FAKE NEWS created / promoted by The People’s Voice, and here are the reasons why…

Fact #1 : Hubert Keller Is Not Part Of WEF

First, let me just point out that Hubert Keller is not part of the World Economic Forum (WEF) organisation. He is a senior managing partner at the Lombard Odier Group – an independent Swiss banking group.

On 17 January, 2024, he participated in a panel on “Putting a Price on Nature” during the WEF 2024 meeting, together with:

  • Uyunkar Domingo Peas Nampichkai, President of the Board of Directors, Amazon Sacred Headwaters Alliance
  • Ronald W. Hovsepian, CEO of Indigo Ag, Inc.
  • Nick Studer, President and CEO of Oliver Wyman
  • Marina Silva, Brazil Minister of Environment and Climate Change
  • Gretchen Daily, Bing Professor in Environmental Science, Stanford University

As you can see, none of the panel participants work for the WEF. So it is ridiculous to claim or suggest that Hubert Keller represents the World Economic Forum, or sets its policies.

Fact #2 : Hubert Keller + WEF Did Not Declare War On Coffee

It it also important to note that neither Hubert Keller, nor the WEF, declared war on coffee. Neither did they say that people should drink “no more than 2 or 3 cups each per year”.

Needless to say, The People’s Voice provided no evidence that either Hubert Keller or the WEF declared war on coffee, or say that people should drink “no more than 2 or 3 cups each per year”.

In the video clip (archive) it used as “evidence”, all Hubert Keller did was point out that each tonne (not cup) of coffee emits between 15 and 20 tonnes of CO2, and that the quality of the coffee monocultures being produced is deteriorating rapidly due to climate change.

Not once did Hubert Keller say that people should not drink coffee, or they should limit themselves to just 2-3 cups per year.

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Fact #3 : Hubert Keller Was Promoting Regenerative Farming

What The People’s Voice article does not mention is that Hubert Keller was promoting regenerative food production, as this Lombard Odier article points out:

Many in the finance industry are focussed on voluntary carbon markets, he said, “but at Lombard Odier we are more cautious about carbon markets. Ultimately, big corporations, who are the natural buyers of carbon credits, are going to concentrate on real emissions reductions on the ground. So we have concerns over whether voluntary carbon markets can achieve the scale we need.”

Instead, he said, “We are focussing our attention on regenerative food production. Why? Because 85% of the pressure on Nature stems from our food systems, so it is the development of regenerative food production that will unlock value in Nature’s assets. It will increase the life and resilience of those assets. It will increase the carbon sequestration. And it will create nature-positive commodities at a time when the world is putting a price on the environmental cost of production. Economic systems powered by Nature’s regenerative approach can outcompete today’s economic systems.”

You can watch his full explanation in this WEF 2024 video here, from around the 20:25 minute.

Fact #4 : Hubert Keller Spoke About Improving Coffee Cultivation

Ironically, Hubert Keller was actually speaking about improving coffee cultivation – quite the opposite of declaring war on coffee.

The viral video clip is short, showing Hubert Keller speaking for just 41 seconds. If the video clip is longer, you would actually see Hubert Keller then speaks specifically about improving coffee cultivation.

At around the 26:38 mark of the full video, Hubert Keller suggests that using capital to acquire small coffee farms and transform them using the regenerative agroforestry model, thus improving its production while sequestering carbon and restoring biodiversity, without increasing costs for the consumer.

In short – he was recommending that the coffee industry adopts the regenerative farming method to improve productivity, longevity, and biodiversity, while helping to mitigate climate change.

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Did WEF Just Declare War On Coffee?!

Fact #5 : The People’s Voice Is Known For Publishing Fake News

The People’s Voice is the current name for NewsPunch, which possibly changed its name because its brand has been so thoroughly discredited after posting numerous shocking but fake stories.

Founded as Your News Wire in 2014, it was rebranded as NewsPunch in November 2018, before becoming The People’s Voice. A 2017 BuzzFeed report identified NewsPunch as the second-largest source of popular fake news on Facebook that year.

Its articles have been regularly debunked as fake news, so you should never share anything from NewsPunch / The People’s Voice.  Here are some of its fake stories that I fact checked earlier:

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Dr. Adrian Wong has been writing about tech and science since 1997, even publishing a book with Prentice Hall called Breaking Through The BIOS Barrier (ISBN 978-0131455368) while in medical school.

He continues to devote countless hours every day writing about tech, medicine and science, in his pursuit of facts in a post-truth world.


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