Coffee Traders' Forum - A Discussion about Coffee Futures Trading
Coffee Traders Discussion Forum
Nothing surprising or alarming there. Growers need to be productive to keep profitable with lower prices, that's a simple fact. Only by being efficient we can be profitable and viable when others are not. We are much better off producing a lot (meaning our price per bag goes down) with lower prices than with low production (meaning high price per bag) and higher prices.
Just note that he doesn't say that Brazil has a goal to increase planted area or anything like that. He only says that Brazil (i.e. the coffee growers) need a full harvest meaning that growers have nothing to win from reduced output, quite the contrary.