"Myanmar is not a country that comes to mind when one thinks of exquisite blends of coffee. But an olfactory and flavorsome revolution is in the making, infusing value into a beverage that has long lagged a poor second to Myanmar’s national beverage, tea. Coffee is growing in popularity. And the export potential is up, with smallholder coffee growers beginning to be able to compete or develop a niche in the world’s coffee market. Coffee is the second most sought-after commodity in the world, with an industry that is worth over $100 billion across the globe. Over 2.25 billion cups of coffee are consumed in the world every day. Over 90 percent of coffee production takes place in developing countries, mostly South America, while consumption happens mainly in the industrialized economies. TRANSFORMING THE RURAL IDYL: It is far too early to see a Starbucks crop up in every town and city in Myanmar. But what we are seeing is the development of standard and specialty coffees aimed at local and foreign palates. Everybody knows that Myanmar’s agricultural sector makes up the backbone of the economy with over 60 percent of the working population toiling the land. But up to a few years ago it was a backward production model typified by scenes of bullocks ploughing the fields and poor communications, mud roads and supply chains..."