In a world racing toward convenience, agritourism invites us to slow down, step onto the soil, and rediscover the roots of our food. From the coffee hills of Benguet to hands-on farm experiences across the globe, this movement is transforming farms into spaces of connection, culture, and sustainability. It’s not just about boosting rural economies—it’s about making farming meaningful again.

As we step into this milestone year, the coffee industry faces one of its most pressing challenges yet: rising costs. Yet, the increase in green coffee prices is long overdue. Farmers—the backbone of our industry—have shouldered rising production expenses for far too long without fair compensation. This adjustment reflects not only the value of their hard work but the reality of producing coffee sustainably.

To realign the coffee value chain, we must accept that prices will continue to rise. Consumers should prepare to pay more for high-quality coffee, appreciating it as an artisanal product rather than a commodity. Roasters, producers, and cafés must recognize the expertise and effort involved and adjust their pricing accordingly. Transparent communication is key to fostering understanding and trust, ensuring that every cup of coffee reflects its true worth.