漿果研讀|SCA 公平價值分配調查報告(1)_展会资讯_资讯

漿果研讀|SCA 公平價值分配調查報告(1)

前言

小時候KTV裡大人們經常唱的一首歌，從小到大，甚是不解，愛怎會遲來？如今已是不惑之年的我，經歷了種種才明白，有人才有愛，真正遲來的，是人。反倒是，遲來又能怎樣呢？傷透了心、一片空白、如何面對？至今沒人能給出標準答案。正如釋迦牟尼他老人家所講「愛別離」和「求不得」皆是苦，為了離苦得樂，我還是老老實實我在地下室裡抄經念佛吧。

Page 1 (封面)

Equitable Value Distribution Survey Findings, 2025

Specialty Coffee Association Report | May, 2026

公平價值分配調查報告，2025年

精品咖啡協會報告 | 2026年5月

Page 2 (版權與貢獻者)

"2025" is owned by the Specialty Coffee Association (SCA). Permission is granted to reproduce this report partially or completely, with the consent of and attribution to the SCA. © 2026 the Specialty Coffee Association

CONTRIBUTORS

Survey Team

Andrés Montenegro, Sustainability Manager, SCA (Conceptualization, Writing)

Jenn Rugolo, Innovation VP, SCA (Conceptualization, Review)

Eliza Sullivan, Marketing Manager (Communications)

貢獻者

調查團隊

Andrés Montenegro，SCA 永續發展經理（概念構思、撰寫）

Jenn Rugolo，SCA 創新副總裁（概念構思、審閱）

Eliza Sullivan，行銷經理（溝通）

Publication Team

Kim Elena Ionescu, Chief Strategy Officer, SCA (Conceptualization, Writing, Review)

Andrés Montenegro, Sustainability Manager, SCA (Conceptualization, Writing)

Laurel Carmichael, Content Development Manager, SCA (Conceptualization, Writing, Review, Project Coordination)

Alvin Kim, Roast and Retail Portfolio Manager, SCA (Review)

Elizabeth Donahue, Director of Communications, SCA (Communications)

Stephen Morrissey, Creative VP, SCA (Creative)

Stories Bureau (Creative, Visualization, and Design)

出版團隊

Kim Elena Ionescu，SCA 首席策略官（概念構思、撰寫、審閱）

Andrés Montenegro，SCA 永續發展經理（概念構思、撰寫）

Laurel Carmichael，SCA 內容發展經理（概念構思、撰寫、審閱、專案協調）

Alvin Kim，SCA 烘焙與零售產品組合經理（審閱）

Elizabeth Donahue，SCA 溝通總監（溝通）

Stephen Morrissey，SCA 創意副總裁（創意）

Stories Bureau（創意、視覺化與設計）

Page 4 (調查樣本)

235 RESPONDENTS 60 COUNTRIES

235 位受訪者 60 個國家

Page 5 (摘要)

Perceptions of current equity are fragmented.

人們對當前公平性的認知是分歧的。

Respondents shared generally negative emotional responses, suggesting widespread concern about how value flows today.

受訪者普遍表達了負面情緒反應，顯示出人們對當前價值流動方式的廣泛擔憂。

Nearly everyone agrees the sector should be far more equitable than it currently is.

幾乎所有人都同意，這個產業應該比現在公平得多。

In short, respondents have diverse experiences of the present coffee system but collectively aspire to a more equitable future.

簡而言之，受訪者對當前咖啡體系有著不同的體驗，但集體渴望一個更公平的未來。

This report introduces predistribution—designing systems to distribute value equitably from the outset—as one possible path forward. Closing the aspiration gap requires bridging the "knowing-doing gap": transforming widespread awareness and shared vision into coordinated action and structural change.

本報告介紹了「預先分配」(Predistribution)——從一開始就設計公平分配價值的系統——作為一條可能的出路。縮小期望差距需要彌合「知行差距」：將廣泛的認知和共同的願景轉化為協調一致的行動和結構性變革。

Page 6 （啥特麼都沒有）

Page 7 (目錄)

4 ABSTRACT 8 GLOSSARY Coffee Value System (Sector) 14 INTRODUCTION Our Approach 20 FINDINGS Industry Awareness and Perceptions of Equitable Value Distribution - Question 2.1: Perceptions of the Current Sector Are Fragmented - Perceptions of What the Sector Should Be: A Shared Vision - The Aspiration Gap 42 FROM AWARENESS TO ACTION The Limits of Quality Alone From Redistribution to Predistribution Questions for the Sector to Consider The Work Ahead Sources for Further Learning

4 摘要 8 詞彙表咖啡價值系統（產業） 14 引言我們的方法 20 研究發現產業對公平價值分配的認知與看法 - 問題 2.1：對當前產業的看法是分歧的 - 對產業應有樣貌的看法：共同的願景 - 期望差距 42 從認知到行動品質的局限性從重新分配到預先分配產業應考慮的問題未來的工作進一步學習的資源

Page 8 (詞彙表 - 咖啡價值系統)

GLOSSARY

詞彙表

Coffee Value System (Sector)

咖啡價值系統（產業）

Refers to the interconnected set of actors, activities, relationships, and rules involved in producing, transforming, trading, and consuming coffee and coffee-based products. This includes coffee production and primary processing, milling, logistics, roasting, brewing, and the manufacture and sale of coffee beverages, concentrates, extracts, and flavorings.

指涉及生產、轉化、貿易和消費咖啡及咖啡產品的相互關聯的行動者、活動、關係和規則的集合。這包括咖啡生產和初級加工、去殼、物流、烘焙、沖煮，以及咖啡飲料、濃縮液、萃取物和調味料的製造與銷售。

The coffee sector functions as a complex, adaptive system, characterized by multiple feedback loops, overlapping roles, power asymmetries, and interdependencies across production and consumption (see the SCA's Coffee Systems Map). Actors often participate in more than one part of the system, and decisions made in one area can have impacts elsewhere.

咖啡產業作為一個複雜的適應性系統運作，其特點是多個反饋迴路、重疊的角色、權力不對稱以及生產與消費之間的相互依賴關係（參見 SCA 的咖啡系統地圖）。行動者通常參與系統的多個部分，一個領域的決策可能會對其他領域產生影響。

Page 9 (上游、中游、下游定義)

This report uses the terms "upstream," "midstream," and "downstream" as a way to categorize various roles in the coffee value system. These terms help organize discussion and knowledge management across a highly complex sector; they should not be interpreted as a literal representation of every value chain.

本報告使用「上游」、「中游」和「下游」這幾個術語來對咖啡價值系統中的各種角色進行分類。這些術語有助於在高度複雜的產業中組織討論和知識管理；它們不應被解釋為每個價值鏈的字面代表。

Within this analytical model:

在這個分析模型中：

Upstream actors are closest to production and early value creation, including farmers/producers, producer organizations, and primary processors.

上游行動者最接近生產和早期價值創造，包括農民/生產者、生產者組織和初級加工者。

Midstream actors connect production and consumption and include exporters, importers, traders, and logistics providers who coordinate flows of coffee, finance, information, and risk.

中游行動者連接生產和消費，包括出口商、進口商、貿易商和物流提供者，他們協調咖啡、資金、資訊和風險的流動。

Downstream actors are closest to consumption and market-facing value realization, including roasters, brands, retailers, foodservice operators, and beverage manufacturers.

下游行動者最接近消費和麵向市場的價值實現，包括烘焙商、品牌、零售商、餐飲服務運營商和飲料製造商。

From a market systems perspective, these actors are embedded within a broader system that also includes supporting functions (such as finance, extension, quality infrastructure, data, certification, and technology) and rules (including standards, contracts, norms, policies, and governance arrangements) that shape participation, incentives, and outcomes.

從市場系統的角度來看，這些行動者嵌入在一個更廣泛的系統中，該系統還包括支持功能（如金融、推廣、品質基礎設施、數據、認證和技術）和規則（包括標準、合約、規範、政策和治理安排），這些規則塑造了參與、激勵和結果。

Page 10

Sensemaking

Sensemaking is a process of understanding complex situations by gathering diverse perspectives and identifying patterns in how people interpret their experiences. Rather than seeking a single “correct” view, it surfaces multiple viewpoints to reveal shared themes and opportunities for action—especially in contexts where cause and effect are not fully knowable in advance.

In a review of Karl Weick’s 1995 book, Sensemaking in Organizations, Barbara Czarniawska notes that understanding perceptions or beliefs is important to sensemaking: “Beliefs shape what people see, and give form to the actions they take. Disparity of beliefs in any social context leads to argument, which is one form of sensemaking. Beliefs can also be projected onto the future, thus forming expectations.”

In complex contexts, sensemaking enables actors to act without full certainty, using emerging patterns and collective understanding to inform adaptive responses over time.

意義建構 (Sensemaking)

意義建構是一種理解複雜情境的過程，它透過匯集多元觀點，並辨識人們詮釋自身經歷的模式來達成理解。它並非尋求單一的「正確」觀點，而是呈現多重視角，以揭示共同的主題和行動契機——特別是在因果關係無法事先完全確知的背景下。

在卡爾·維克 (Karl Weick) 1995 年著作《組織中的意義建構》的一篇評論中，芭芭拉·查爾尼亞夫斯卡 (Barbara Czarniawska) 指出，理解感知或信念對意義建構至關重要：「信念塑造了人們所看到的東西，並賦予他們所採取的行動以形式。在任何社會背景下，信念的差異都會引發爭論，而爭論正是意義建構的一種形式。信念也可以投射到未來，從而形成期望。」

在複雜的情境中，意義建構使行動者能夠在不完全確定的情況下採取行動，利用新浮現的模式和集體理解，隨著時間推移形成適應性的回應。

Page 11 (引言)

Beliefs shape what people see, and give form to the actions they take. Disparity of beliefs in any social context leads to argument, which is one form of sensemaking. Beliefs can also be projected onto the future, thus forming expectations.

信念塑造了人們所看到的東西，並賦予他們所採取的行動以形式。在任何社會背景下，信念的差異會導致爭論，這是意義建構的一種形式。信念也可以投射到未來，從而形成期望。

- Barbara Czarniawska

— Barbara Czarniawska

Page 12 (詞彙表 - 預先分配)

Predistribution is an approach to equity that focuses on designing systems and business models so that value is shared fairly as it is created, rather than corrected after the fact.

預先分配是一種公平性的方法，專注於設計系統和商業模式，使價值在創造時就被公平地分享，而不是在事後進行修正。

In the coffee sector, this means shaping value chains—and the enterprises within them—to embed fair outcomes into their core structures from the outset.

在咖啡產業中，這意味著塑造價值鏈——及其中的企業——從一開始就將公平的結果嵌入其核心結構中。

Predistribution contrasts with redistribution models, which rely on corrective mechanisms (such as price premiums, subsidies, or sustainability interventions) to address inequalities after value has already been unevenly captured.

預先分配與重新分配模式形成對比，後者依賴於糾正機制（如價格溢價、補貼或永續性干預）來解決價值已經不均勻地獲取之後的不平等問題。

Drawing on insights from deep design and systems-change entrepreneurship, predistribution emphasizes how purpose, governance, ownership, networks, and financial rules shape how decisions are made and how value flows. When these elements are aligned, equity becomes a structural feature of how the system operates rather than an external adjustment.

借鑒深度設計和系統變革創業精神的見解，預先分配強調了目的、治理、所有權、網絡和財務規則如何塑造決策方式以及價值流動方式。當這些要素一致時，公平就成為系統運作的結構性特徵，而不是一種外部調整。

Examples of predistribution include profit- and value-sharing business models, collective or multi-stakeholder governance arrangements, long-term trading relationships with shared decision-making, and ownership or financing structures that ensure that those who co-create value—such as producers and workers—also share in its benefits.

預先分配的例子包括利潤和價值共享的商業模式、集體或多方利益相關者的治理安排、具有共享決策的長期貿易關係，以及確保共同創造價值的人——如生產者和工人——也能分享其利益的擁有權或融資結構。

Page 13 (詞彙表 - 價值分配與公平價值分配)

Value Distribution

價值分配

In the 2025 Equitable Value Distribution survey, we defined value distribution as "how the monetary and non-monetary value created in the coffee system is distributed among those actors."

在 2025 年公平價值分配調查中，我們將價值分配定義為「咖啡系統中創造的貨幣和非貨幣價值如何在這些行動者之間分配」。

In this report, we consider that value distribution is shaped not only by transactions, but also by the underlying rules, relationships, incentives, and power dynamics that influence how value flows across the system.

在本報告中，我們認為價值分配不僅受交易影響，還受影響價值如何在系統中流動的底層規則、關係、激勵措施和權力動態所塑造。

Equitable Value Distribution

公平價值分配

Defined in the 2025 survey as "a distribution of value that results in actors receiving the right return for the value they add, the risks they take, and the costs they bear."

在 2025 年調查中定義為「一種價值分配，使行動者因其增加的價值、承擔的風險和負擔的成本而獲得適當的回報」。

In this report, equitable value distribution is understood as an outcome of redistributive system and business design—how value is structured to flow as it is created—rather than solely the result of redistributive corrections applied afterward.

在本報告中，公平價值分配被理解為重新分配系統和商業設計的結果——價值如何在創造時被結構化地流動——而不是單純事後應用重新分配修正的結果。

Page 14 (引言)

INTRODUCTION

引言

In 2025, the Specialty Coffee Association (SCA) conducted our second Equitable Value Distribution (EVD) Survey, measuring how the specialty coffee community perceives how value is created and distributed across the coffee system.

2025年，精品咖啡協會 (SCA) 進行了第二次公平價值分配 (EVD) 調查，衡量精品咖啡社群如何看待咖啡系統中價值的創造和分配方式。

As a follow-up to our 2023 baseline survey, the 2025 iteration allows us to trace if, and how, perceptions have shifted over time.

作為我們 2023 年基線調查的後續，2025 年的版本使我們能夠追蹤認知是否以及如何隨著時間推移而變化。

The survey captures respondents' feelings and perceptions to make sense of a complex, evolving system. Using a process known as sensemaking, the following report illuminates opportunities for sharing coffee's value and reveals a common aspiration for a more equitable future.

該調查捕捉了受訪者的感受和認知，以理解一個複雜且不斷演變的系統。透過一種被稱為「意義建構」(sensemaking) 的過程，以下報告闡明了分享咖啡價值的機會，並揭示了對更公平未來的共同渴望。

Since we published the 2023 survey results in January 2024, volatility in the coffee sector has intensified. Trade and climate disruptions continue to reshape risk and reward along agricultural value chains, and in early November

自我們於 2024 年 1 月發布 2023 年調查結果以來，咖啡產業的波動性加劇。貿易和氣候中斷繼續重塑農業價值鏈上的風險和回報，而在 2025 年 11 月初

Page 15

2025, the coffee C market price surpassed US $4.00 per lb for the second time in a calendar year. Against this backdrop of uncertainty, this survey returns to the fundamental question of our equitable value distribution agenda:

2025 年，咖啡 C 市場價格在一個日曆年內第二次超過每磅 4.00 美元。在不確定性的背景下，這項調查回到了我們公平價值分配議程的根本問題：

Can the value generated by specialty coffee be distributed more equitably among those who create it?

精品咖啡產生的價值能否在創造它的人之間更公平地分配？

The responses we received were strong and emotive. Across the value chain, respondents demonstrated that they care deeply about value distribution and have much at stake in these conversations.

我們收到的回應強烈且充滿情感。在整個價值鏈中，受訪者表現出他們非常關心價值分配，並且在這些對話中關係重大。

While they offered diverse assessments of how value is currently distributed, they expressed strong alignment on a shared goal: a more equitable future.

雖然他們對當前價值分配方式提供了不同的評估，但他們在一個共同的目標上表現出強烈的一致性：一個更公平的未來。

In this report, we make sense of how emotions and lived experiences shape the way people understand value distribution in the coffee sector.

在本報告中，我們理解了情感和生活經歷如何塑造人們理解咖啡產業價值分配的方式。

Page 16

The survey structure encouraged respondents to define "value" in their own terms—capturing both monetary and non-monetary dimensions. As one respondent noted: "True equity is not just about money—it's about power, voice, and dignity across the value chain."

調查結構鼓勵受訪者用自己的話定義「價值」——涵蓋貨幣和非貨幣層面。正如一位受訪者所言：「真正的公平不僅僅關乎金錢——它關乎整個價值鏈中的權力、話語權和尊嚴。」

This report presents these findings with a focus on models that predistribute and reimagine value in the coffee sector. It asks:

本報告呈現這些發現，重點關注在咖啡產業中預先分配和重新構想價值的模式。它提出了一個問題：

If the coffee sector designs systems to distribute value fairly from the outset, would it reduce the need for sustainability projects and conditional price premiums?

如果咖啡產業從一開始就設計公平分配價值的系統，是否會減少對永續性專案和條件式價格溢價的需求？

This framing aligns with the SCA's 2026-2030 strategic plan and the concept of a "shared value ecosystem"—an integrated approach linking research, standards, and collective action to make the industry more inclusive, resilient, and regenerative.

這個框架與 SCA 的 2026-2030 年戰略計劃以及「共享價值生態系統」的概念相一致——這是一種將研究、標準和集體行動聯繫起來的綜合方法，旨在使產業更具包容性、韌性和再生能力。

Page17（就特麼一句話）

True equity is not just about money— it’s about power, voice, and dignity across the value chain.

– Survey Respondent

真正的公平不僅僅關乎金錢——它關乎整個價值鏈中的權力、話語權與尊嚴。

—— 調查受訪者

Page 18 (我們的方法)

OUR APPROACH

我們的方法

In June 2025, we launched an online survey that followed the same structure as its 2023 predecessor, allowing us to track whether perceptions had shifted over time. We also introduced new questions probing respondents' feelings and their perceptions of progress (if any)—as well as adding more demographic categories to better understand the audience.

2025 年 6 月，我們啟動了一項線上調查，其結構與 2023 年的前次調查相同，使我們能夠追蹤認知是否隨著時間推移而變化。我們還引入了新問題，以探討受訪者的感受以及他們對進展的看法（如果有的話），並增加了更多的人口統計類別以更好地了解受眾。

We asked 12 structured questions and solicited one open-ended reflection, publishing the survey in English, Spanish, and Portuguese.

我們提出了 12 個結構化問題，並徵求了一個開放式反思，並以英語、西班牙語和葡萄牙語發布了該調查。

Of 512 responses—from over 60 countries and across major value-chain segments—235 answered all questions. Our analysis is based on these 235 complete responses.

在來自 60 多個國家和主要價值鏈環節的 512 份回應中，有 235 份回答了所有問題。我們的分析基於這 235 份完整的回應。

（19）

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