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Where does your coffee come from? Starbucks buyer on drink’s complex journey

Christian Hackenberg shares why coffee growing and buying is far from simple, and the challenges farmers face from Indonesia to China

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A cup of coffee is an essential part of the morning routine for millions of people around the world, but have you ever wondered how the drink got from the plant to your cup? Starbucks coffee buyer Christian Hackenberg opens up on the challenges, including the ones coffee farmers face from China to Indonesia. Photo: Shutterstock
Lisa Cam
Morning coffee is an essential part of many people’s daily routine. In Hong Kong’s high-stakes food and beverage scene, coffee is a key revenue driver; in 2024 alone, the city imported US$92.3 million worth of beans to keep its bustling cafes and hotel lobbies humming.

Yet beneath the steam and foam lies a sprawling, interconnected global supply chain. Before that cup of coffee ever reaches a patron’s lips, it has passed through a global web of traders, roasters and logistics operators.

But for Christian Hackenberg, a Switzerland-based coffee buyer for Starbucks, the real challenge is not the logistics, but managing the relationships that ensure the supply never runs dry.

“Understanding the complexity of the entire supply chain, and realising that you’re not just paying a price when you buy coffee, but you’re actually managing and fostering a relationship that goes well beyond just signing a contract – that is probably a challenge that I’m faced with every day,” Hackenberg says.

Christian Hackenberg is a buyer for Starbucks with over three decades of experience in the coffee industry. Photo: Starbucks
Christian Hackenberg is a buyer for Starbucks with over three decades of experience in the coffee industry. Photo: Starbucks

Decisions Hackenberg makes on what price to pay for coffee from a distributor, and what quantity to buy it in, can directly affect the livelihoods of thousands of farmers. Serving customers coffee of a consistent quality is a mission fraught with logistical hurdles as beans are moved across the globe.

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