The article highlights the concerns of the global coffee sector, including the Brazilian Coffee Exporters Council (Cecafé), the European Coffee Federation (ECF), and other stakeholders such as Giuseppe Lavazza and Ben Clarkson, about the impact of fragmented regulations, particularly the European Union's Regulation for Deforestation-Free Products (EUDR), on the coffee market. The meeting at the World Trade Organization (WTO) in Geneva aimed to discuss these issues and the potential effects on countries like Nigeria and Colombia. Cecafé's Director-General, Marcos Matos, emphasized the commitment to sustainability and the challenges posed by excessive regulations and social exclusion from these rules. He also underscored the carbon negative nature of Brazilian coffee farming, a key finding presented to WTO Director-General Ngozi Okonjo-Iweala and European Commission President Ursula von der Leyen, highlighting its role in mitigating global warming.