Tony Wild, an erstwhile coffee trader who was among the first to import civet coffee from Indonesia, started a campaign last September to end the industry he says he created. Kopi luwak -- another name for civet coffee -- "is now rarely wild," he writes. Instead, it's industrialized. "Sounds disgusting? It is."
The WSPA, too, has begun their own fight for better, more sustainable civet coffee. Consumers should refuse to purchase civet coffee unless they are positive it came from cage-free animals, the animal welfare group says.
"The torment that they endure for a cup of coffee is totally unacceptable," D'Cruze says. "We must expose the true cost of the world's most expensive coffee and stop these wild animals from living in such horrific conditions."