Illy caffe's shared-value business model is delivering a tangible payoff for consumers, suppliers and the company, writes Greg Fea, the coffee brand's regional CEO. The firm's drive to boost quality has led it to buy directly from producers, helping to create a greener, leaner supply chain of quality coffee. "The answer lies in a total focus on improving quality, and never being satisfied, no matter how well the market, the critics and even your own stakeholders say you're doing," Fea writes.

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