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In this article, we’re going to argue that the overall negative impact is as much from price volatility as it is from the price level itself. In October 2019, the Olam Coffee CEO wrote an article, then picked up by the Financial Times about the need for price stability. The FT wrote ” the small price premiums on sustainable and certified coffee fails to alleviate the problems arising from price volatility.” and Olam’s Coffee CEO called for a “Price Stabilisation Fund”.