Yes that is probably the reason that the majority of the coffee in supermarkets is that Torrado style of roasted with sugar during the processing. Though over the past 15-20 years many independent roasters have appeared who import better quality raw green beans from all over the world, though mostly Peru, Columbia and Brazil. Brazil also produces a lower quantity of better quality beans compared to their typical export. Roasting can start as a low overhead business out of a garage. That growth in the local consumer market for these better (or at least different) coffees was the reason the owner discussed in the article decided to revive her old farm.
iirc a member here posted about a company in MDQ that just dropped a million dollars on roasting equipment from Brazil because of the growth for the non-Torrado coffee here. I remember friends saying there must be good coffee in Argentina given the number of Italians when I first moved here in the early 2010s and I said you'd think so, but Torrado is only consumed in a handful of countries and Argentina is one of them
Well, there you go. The Aussies have infiltrated Starbucks too! And other large coffee chains globally according to this... https://en.wikipedia.org/wiki/Flat_white
