The International Coffee Organization (ICO), an intergovernmental body representing coffee-producing and consuming countries, agreed at its March 2014 meeting to designate October 1 as International Coffee Day, with the first official celebration held in Milan, Italy, on October 1, 2015, during Expo Milano. The day celebrates coffee as a beverage that connects millions of people daily, while also spotlighting the challenges faced by coffee farmers worldwide, including volatile prices and the growing impact of climate change on crops. It encourages support for fair trade and sustainable supply chains that ensure growers receive equitable compensation for their work. Cafes and coffee companies around the world mark the day with special promotions and tasting events, while development organizations use the occasion to educate consumers about coffee's journey from farm to cup.