In coffee fields worldwide, J. Vern Long works to save the beloved crop from climate threats. As CEO of World Coffee Research (WCR), he blends coffee innovation with sustainability leadership. Trained as a plant breeder, Long spent 25 years advancing agricultural research for small farmers before joining coffee in 2019. His work now focuses on creating climate-resilient coffee varieties, critical as rising temperatures and pests threaten global supplies. The importance of Coffea arabica cultivation is highlighted as it constitutes a significant portion of global coffee production.
Leading a nonprofit with 170+ member companies, Long oversees projects in 17 countries. His team developed the initial global coffee breeding program in 50 years, aiming to double climate-resistant varieties by 2026. Partnerships with coffee institutes and certification bodies now pursue quality verification programs, helping farmers meet global market standards. They’ve rolled out guides to improve seed quality and nursery practices, helping farmers grow stronger plants. Long argues farmer profitability lies at the heart of sustainability—without it, coffee-growing communities can’t invest in climate solutions.
Climate isn’t his only hurdle. Coffee’s genetic diversity—key to adapting to new threats—is shrinking. His leadership introduced a five-year research strategy focusing on maintaining diverse coffee-growing regions as climate pressures mount. To fix this, Long launched Innovea, a network uniting researchers to breed hardier plants. The program tests hybrid coffees across continents, using tech to speed up development. WCR’s new funding model also secures long-term support for these efforts, drawing both corporate and government partners.
Beyond labs and farms, Long pushes for industry-wide collaboration. He’s expanded variety trials to 23 countries, sharing data to help farmers choose the best plants for their region. His focus on “precompetitive” science—research that benefits everyone—has won praise from major coffee sellers. Colleagues call him a bridge-builder, merging agricultural rigor with business needs.
Outside work, Long co-leads Shalem, a group supporting families of color, and advises educational programs at Temple Sholom. Yet his biggest challenge remains: ensuring coffee survives the climate crisis. If successful, his work could preserve not just a crop, but the livelihoods of millions who grow it. For Long, every new coffee variety is a race against time—and a step toward a more sustainable cup.
