[ovao]

We aren't. Like with any other plant, there's a relatively hard limit on the availability of land suitable for arabica's growth (premium coffee is almost exclusively arabica), which will shift in one direction or the other as climate changes.

Today there is still difficulty in generating enough incentive to get farmers into arabica, but that changes with different practices, which Blue Bottle has historically practiced (direct trade and direct investment in farms, etc.). This model seems to be very sustainable for the time being.

On the buying end, the roasting end, distribution, etc., the challenges in scaling are similar or the same as scaling any other business as far as I can tell.

My intuition is that consumer demand for genuinely premium coffee would run out before the land or the farmers do, but I know the market far less well than I'm sure others here do.