The WEF now wants to attack your morning routine

A recent video from the World Economic Forum (WEF) Annual Meeting in Davos, Switzerland, has sparked a fierce backlash on social media. The video shows Swiss banker Hubert Keller discussing the environmental impact of coffee production, particularly its carbon footprint. Keller’s remarks at a WEF panel highlighted the substantial CO2 emissions from coffee production, noting, “the coffee that we all drink emits between 15 and 20 tonnes of CO2 per tonne of coffee. So we should all know that this is — every time we drink coffee, we are basically putting CO2 into the atmosphere.”

Keller also pointed out the detrimental effects of monoculture in coffee production, stressing that this method exacerbates climate change and degrades the quality of natural assets.

This revelation about coffee’s environmental impact led to a surge in online discussions, with many users expressing alarm over the potential implications for coffee consumption. Tech journalist Tim Hinchliffe, who shared the clip, interpreted Keller’s statements as a threat to the livelihoods of coffee growers. Hinchliffe accused global corporations of seeking to monopolize the coffee industry under the guise of addressing climate issues, suggesting this would harm small-scale coffee farmers in the “global south.”

The reaction on social media was varied but intense. Some users, like the account “Wide Awake Media,” echoed the sentiment that coffee lovers are being targeted by climate activists. Author and scientist Gad Saad humorously exaggerated the situation, listing various everyday activities now deemed harmful to the environment, including coffee consumption, pet ownership, and using gas stoves.

Conservative columnist Tim Young and Australian politician Malcolm Roberts also chimed in, critiquing the WEF and its perceived hypocrisy. Roberts highlighted the contrast between the WEF’s environmental discussions and their members’ personal behaviors, like using fuel-powered limousines and private jets.

Influencer ALX and earth science researcher Dr. Matthew M. Wielicki also weighed in with sarcastic comments about the carbon emissions of the critics themselves, suggesting that the focus on coffee’s environmental impact is misplaced.

The video and the subsequent reactions underline a growing debate on how everyday commodities like coffee contribute to climate change and the broader discussions on environmental responsibility and sustainable practices.