The most successful program to increase coffee consumption in producing countries was the one carried out in Brazil, which raised consumption from 6 to 13 million bags per year over 10 years. The Brazilian program was initiated, conceived, designed, coordinated, operated and paid for by the coffee-roasting sector, through its trade association (ABIC).
The soluble industry participated indirectly, since most soluble manufacturers also have their own roast-and-ground brands. The share of consumption held by soluble coffee remained below 10% throughout the duration of the program. The other segments of the coffee business - production and trade - encouraged the program but did not participate in decision-making or financing.
The government did not participate directly either, but it had in place a strong framework of standards and regulations that contributed decisively to the success
