Looking at their promotional graphic, I noticed that one of the sponsors listed was USAID: the United States Agency for International Development, a Cold War–era program, started by the Kennedy Administration, to promote economic development. This agency is a part of my never-ending research, but I only studied it in its early years. I’ve haven’t kept track of their activities after 1970.
The agency remains active and, among many other programs, has been promoting coffee industries throughout the world, particularly in Latin America. They’ve also kept the same model of partnering with American corporations to create markets for coffee producers in Latin America.
And here they are sponsoring a regional competition for coffee brewers in Peru.