Taylor Swift was celebrating the end of the Australian leg of her Eras Tour in late February when a bit of unpleasantness sailed out from Down Under and landed on the home page of TMZ. The New South Wales Police Force was investigating a 71-year-old man for allegedly assaulting a 51-year-old man at a wharf north of the city, according to their media unit. Per TMZ, the septuagenarian was Scott Swift, Taylor’s father and a key member of her management team, and the younger man was a photographer.

The story had all the makings of a public relations nightmare: (1) Celebrity family member allegedly behaves badly while (2) disembarking from a luxury yacht, resulting in (3) a police investigation. To make matters more complicated, Taylor was reportedly present for the alleged altercation—hiding under an umbrella, TMZ said. Though the man didn’t require medical treatment, the police said, there was video footage. Would this be the end of the pop star’s marathon run of fawning press?

Not if Tree Paine could help it.

Swift’s longtime publicist first released a statement that did not refute TMZ’s story, exactly, but offered some exculpatory evidence: “Two individuals were aggressively pushing their way towards Taylor, grabbing at her security personnel, and threatening to throw a female staff member into the water.” Subtext: Scott Swift was simply protecting his daughter and another defenceless woman from a couple of rogue aggressors. He was not charged.

Around the same time, as if by magic, People found a video of Scott passing out sandwiches to young female fans at one of the Sydney shows and published it along with fan commentary. “Isn’t he the sweetest and cutest,” one cooed.

Online, Swifties clocked the People story as good old-fashioned damage control. As a chorus of fan posts put it: “The devil works hard, but Tree Paine works harder.” (In late March, the New South Wales Police Force media unit said that the North Shore Police Area Command finished its investigation and that it is taking no further action.)

The average celebrity publicist does not have fans. But Paine, the 52-year-old redhead seen trailing Swift at awards shows and rubbing shoulders with Gayle King in the Eras Tour VIP area, has become a Swiftverse cult figure in her own right. Fans post reverently about her PR machinations and share videos of her expertly attending to Swift’s needs: smoothing out Swift’s dress on the red carpet, leading Swift right past a scrum of reporters whose questions have not been approved, subtly offering Swift what appeared to be water at the Video Music Awards—a night when the star was filmed dancing in a manner that suggested inebriation.

Swift has trained her followers to look for meaning in her every gesture, outfit and Instagram caption. Paine’s own work—the stories she chooses to respond to, the narrative she puts forward in the media—has become part of that lore.

And Swift and Paine are creating a lot of lore lately. Swift spent the fall cheering on her new boyfriend, Kansas City Chiefs tight end Travis Kelce , as he sailed to Super Bowl victory , and dropped by the Grammys to pick up album of the year for Midnights and announce her new album in an acceptance speech for yet another award . The Tortured Poets Department , which fans speculate is at least partly inspired by her breakup with the British actor Joe Alwyn , drops this month, and Swift will promote it while balancing her public relationship, continuing her sold-out international Eras Tour amid growing criticism of her private jet usage and brushing off baseless conspiracy theories that she is secretly working as a Democratic operative to swing the 2024 election for President Joe Biden.

In a long career of riding high, Swift has hit the stratosphere. It’s Paine’s job to keep her there.

Back in 2014, Swift’s world domination was not yet assured. That March, trade publications reported that the pop star’s publicist of seven years, Paula Erickson, had submitted her resignation. Fairly or not, during Erickson’s tenure, Swift developed a reputation for being both boy-crazy and unwilling to joke about it. See: Swift’s string of high-profile relationships with Joe Jonas, Taylor Lautner , Jake Gyllenhaal and Harry Styles ; her alleged wedding-crashing with Conor Kennedy; her humourless response to Tina Fey and Amy Poehler’s joke at the 2013 Golden Globes about her dating life. (“There’s a special place in hell for women who don’t help other women,” she told Vanity Fair when asked about the incident.) Erickson declined to comment for this story.

Paine, who had been working as the senior vice president of publicity in the Christian and Country divisions of Warner Music Nashville, came on board and quickly flipped the script. She launched her own firm, Premium PR, and signed Swift as her first and only client. “There isn’t a publicist in NY, LA or Nashville that wouldn’t jump at an opportunity to work with someone as talented as Taylor Swift and her management team,” Paine told Page Six at the time.

That year, Swift moved from Nashville to New York, went full pop with the release of 1989 and began flaunting her friendships with a gaggle of famous women, known colloquially as The Squad. The public started to forget about the time Swift, age 22, allegedly bought a house across the street from the Kennedy compound in Hyannis Port, Massachusetts.

Throughout this transformation, Paine refused to let rumours about her client fester. The very week her hiring was announced, she began issuing public rebuttals to the tabloids. “Never believe the National Enquirer,” she tweeted about an apparently false story that Swift declined to record a duet with Randy Travis. Ten years later, the gossip about Swift has changed, but Paine’s approach has not: She recently called out the anonymous gossip account Deuxmoi for causing “pain and trauma” by posting false rumours about Swift secretly marrying Alwyn before the two broke up.

Paine became even more visible to fans in 2020, when she appeared in Swift’s Netflix documentary Miss Americana . Wearing white shorts and blue nail polish, she clinked white-wine glasses with Swift as the singer-songwriter anxiously prepared to post her first political statement on Instagram. Swifties have since turned Paine into something of a meme: Online, they joke that Swift’s “Out of the Woods” lyric “the monsters turned out to be just trees” is a reference to the publicist and that a redheaded Eras Tour backup dancer is Tree-coded. They have decided that in the inevitable Paine biopic, the publicist will be played by Amy Adams, and that she will win her first Oscar for it.

The fan obsession has been fuelled, in part, by how little Paine has shared publicly about herself. Her Instagram is private. The last time she sat for an interview was 2012, when she was a VP at Warner and appeared in Nashville Lifestyles ’ “Most Beautiful People” issue; she posed for a photo in front of a shiplap-covered wall wearing a peasant blouse and made the astonishing revelation that she was “trying to enjoy life.” I cannot report whether that is still true; Paine declined to be interviewed for this story.

Born Trina Snyder, Paine grew up in Costa Mesa, California. She was still going by Trina when she was initiated into Pi Beta Phi at the University of Southern California in 1990, according to the women’s fraternity’s official publication, The Arrow .

Like her client, Paine is a Nashville transplant. In her early career, she worked her way up at a variety of L.A. record labels—World Domination, Maverick and Interscope, whose roster included Snoop Dogg, No Doubt, Nine Inch Nails and Marilyn Manson. She launched her own guerrilla-marketing company, worked for the Academy of Country Music and eventually joined Warner Music in Tennessee.

In 1998, she married Lance Paine, a businessman and onetime president of the Nashville candy brand Goo Goo Cluster, in Las Vegas, according to public records. (Lance also served as president of the company owned by HGTV’s Property Brothers.) The Paines have one teenage daughter, and according to the society pages, they have spent some nights mixing with locals at Nashville charity galas.

But mostly, Paine works. She has built a fearsome reputation in media circles, closely guarding access to Swift and sending emails to journalists with surprising velocity whenever she disagrees with a story. “Once I started working in media, I would always hear about people getting emails from Tree Paine, or maybe, people being afraid of getting emails from Tree Paine,” says Hunter Harris, a self-described “Painiac” and the writer of the entertainment newsletter Hung Up , which regularly chronicles Paine’s engagement with the press. (Harris has also contributed to WSJ. Magazine .)

In the past 10 years, Paine has guided Swift through some of the more tumultuous moments of her career: her feud with Kim Kardashian and Kanye West; her trial accusing a former DJ of sexual assault; her battle against her former label , Scooter Braun and private-equity giants for the control of her master recordings. At almost every turn, Paine presents Swift—arguably the most famous woman on the planet, a billionaire with a private jet—as a relatable underdog fighting for her voice to be heard.

It has, for the most part, worked. In the process, Paine has become one of the most powerful people in the entertainment industry.

Getting any kind of journalistic access to Swift has become a fool’s errand. The star sits for few magazine interviews, and in between, Paine does her best to ensure that no information about Swift that Swift has not expressly chosen to share with the public becomes available. One magazine writer recalls the slightly fraught process of interviewing another artist on one of Swift’s stadium tours a few years ago. As a condition of the interview, the writer had to agree that anything they witnessed or discovered about Swift while spending time with the other artist before a show would be off the record. Paine was clear: No journalist is going to catch Swift in her sweatpants backstage and write about it.

When writer Emily Kirkpatrick reached out last year to seek Swift’s comment for a profile of the actress and musician Suki Waterhouse for the fashion website Ssense, Paine surprisingly acquiesced, with the caveat that Swift’s quote be printed in full—no edits, no line breaks. (Kirkpatrick, annoyed, accepted the terms.)

This is an understandable sticking point for Paine. The Kardashian-West debacle revolved, in large part, around a truncated recording of Swift. Before the rapper released the single “Famous,” which contained lewd lyrics about Swift, they spoke by phone, where he asked her to promote the track on Twitter. For years, a snippet of the call released by Kardashian painted Swift as a liar who publicly rejected the lyrics but privately approved them. When someone released the full call online—a friendly heads-up but one in which West never shares the final lyric (“I made that bitch famous”)—Kardashian tried to save face. “To be clear, the only issue I ever had around the situation was that Taylor lied through her publicist who stated that ‘Kanye never called to ask for permission…,’ ” she tweeted. But Paine never said that exactly. She tweeted a rejoinder: “I’m Taylor’s publicist and this is my UNEDITED original statement. Btw, when you take parts out, that’s editing. P.S. who did you guys piss off to leak that video?”

The biggest year of Swift’s career has also been her most public yet. There’s the tour, the new album, the NFL boyfriend , the constant tabloid coverage of her relationship with the NFL boyfriend, the never-ending paparazzi strolls with her famous friends at sceney New York City restaurants. There have been stumbles: Swift forgot to thank Celine Dion, who presented the album of the year award, when accepting her Grammy. (A photo of the two singers hugging circulated online later.) She’s still taking heat for her private jet. She dated Matty Healy.

But the sheer volume of information about Swift that pours, ceaselessly, out of every tabloid and news outlet from the Daily Mail to the New York Times typically washes away negative stories as soon as they are published. There are fans who speculate that Paine sent Swift to Kelce’s regular-season game against the New York Jets in October so that internet searches for “Taylor Swift jets” would return cheery images of Swift dancing in a VIP suite with Blake Lively instead of stats about CO2 emissions.

Swift is at a point in her career, however, where she could completely disappear from view and still generate more headlines than just about any other person on earth. Scientists at Caltech and UCLA recently published research proving the existence of “Swift quakes” (seismic activity caused by fans dancing and jumping at concerts). Ancestry.com shared on social media that Swift is a sixth cousin, three times removed, of poet Emily Dickinson. The New York Post talked to experts to guesstimate how much Kelce has spent wooing Swift so far (more than $8 million, allegedly).

If Swift released The Tortured Poets Department with zero fanfare, it would probably still hit No. 1 on the Billboard charts. But she chooses to feed the beast—with black-and-white Instagram posts, snippets of possible lyrics, a pop-up poetry library, so many vinyl editions —and, with Paine’s help, make her own news.

The U.S. and Chinese governments should take action to lower future borrowing, as a surge in their debts threatens to have “profound” effects on the global economy and the interest rates paid by other countries, the International Monetary Fund said Wednesday.

In its twice-yearly report on government borrowing, the Fund said many rich countries have adopted measures that will lead to a reduction in their debts relative to the size of their economies, although not to the levels seen before the Covid-19 pandemic.

However, that is not true of the U.S. and China, which will continue to see a surge in borrowing if current policies remain in place. The Fund projected that U.S. government debt relative to economic output will rise by 70% by 2053, while Chinese debt will more than double by the same year.

The Fund said both countries will lead a rise in global government debt to 98.8% of economic output in 2029 from 93.2% in 2023. The U.K. and Italy are among the other big contributors to that increase.

“The increase will be led by some large economies, for example, China, Italy, the United Kingdom, and the United States, which critically need to take policy action to address fundamental imbalances between spending and revenues,” the IMF said.

The IMF expects U.S. government debt to be 133.9% of annual gross domestic product in 2029, up from 122.1% in 2023. And it expects China’s debt to rise to 110.1% of GDP by the same year from 83.6%.

The Fund said there had been “large fiscal slippages” in the U.S. during 2023, with government spending exceeding revenues by 8.8% of GDP, up from 4.1% in the previous year. It expects the budget deficit to exceed 6% over the medium term.

That level of borrowing is slowing progress toward reducing inflation, the Fund said, and may also increase the interest rates paid by other governments.

“Loose US fiscal policy could make the last mile of disinflation harder to achieve while exacerbating the debt burden,” the Fund said. “Further, global interest rate spillovers could contribute to tighter financial conditions, increasing risks elsewhere.”

A series of weak auctions for U.S. Treasurys are stoking investors’ concerns that markets will struggle to absorb an incoming rush of government debt. The government is poised to sell another $386 billion or so of bonds in May—an onslaught that Wall Street expects to continue no matter who wins November’s presidential election.

While analysts don’t expect those sales to fail, a sharp rise in U.S. bond yields would likely have consequences for borrowers around the world. The IMF estimated that a rise of one percentage point in U.S. yields leads to a matching rise for developing economies and an increase of 90 basis points in other rich countries.

“Long-term government bond yields in the United States remain elevated and sensitive to inflation developments and monetary policy decisions,” the Fund said. “This could lead to volatile financing conditions in other economies.”

China’s budget deficit fell to 7.1% of GDP in 2023 from 7.5% the previous year, but the IMF projects a steady pickup from this year to 7.9% in 2029. It warned that a slowdown in the world’s second largest economy “exacerbated by unintended fiscal tightening” would likely weaken growth elsewhere, and reduce aid flows that have become a significant source of funding for governments in Africa and Latin America.

An unusually large number of elections is likely to push government borrowing higher this year, the Fund said. It estimates that 88 economies or economic areas are set for significant votes, and that budget deficits tend to be 0.3% of GDP higher in election years than in other years.

“What makes this year different is not only the confluence of elections, but the fact that they will happen amid higher demand for public spending,” the Fund said. “The bias toward higher spending is shared across the political spectrum, indicating substantial challenges in gathering support for consolidation in the years ahead, and particularly in a key election year like 2024.”

FOSHAN, China—Qin Huangsheng once imagined a better life in the city when she left her home village to become a factory worker at age 16.

Now, in her early 40s, she has $40,000 in personal debt and a base salary of $400 a month. Debt collectors are hounding her. She is blocked from buying tickets on China’s high-speed rail, just one of the penalties the government is increasingly imposing on people who don’t pay their bills.

On the aging slow trains she is left to ride, Qin sometimes looks at the other passengers and thinks: “I wonder if they’re all bad debtors like me.”

People across China are being weighed down by their debts and a system that penalises them for not paying the money back. Beijing is cracking down on delinquent debtors by seizing their salaries or restricting them from getting government jobs, as well as curbing their access to high-speed trains and air travel. Many are forbidden from buying expensive insurance policies and told they aren’t allowed to go on vacation or stay in nice hotels. Authorities can detain them if they don’t comply.

The number of people on a publicly available government delinquency blacklist has jumped by nearly 50% since late 2019 to 8.3 million today. Courts can put people on the blacklist when they don’t fulfill judgments against them to pay money back or are deemed to be not cooperating with legal proceedings.

Unlike in the U.S., China doesn’t allow most people—including those who had a run of bad luck—to declare bankruptcy to write off bad debts and move on with their lives, a policy some Chinese scholars are criticising as unfair.

Household debt has surged by 50% in the past five years to around $11 trillion today. While that is lower than the $17.5 trillion Americans owe, it is a huge sum in a country where people earn far less.

With home prices falling, deflation risks becoming entrenched and unemployment a persistent challenge , Chinese leaders are eager to get people spending more. But each additional dollar going to pay for debt is taking away one that could be used to splurge on new clothes or pay for a vacation. The threat of punishment for falling behind on debt is making many families more conservative with their money.

Retail sales of consumer goods in China rose 4.7% year-over-year in the first quarter, the government said Tuesday, lagging behind total economic growth of 5.3%. As many in China curtail spending, the government is giving priority to turbocharging manufacturing and exports, a strategy that is exacerbating trade tensions with the West.

With so many Chinese consumers under financial pressure, Western companies including Apple , Estée Lauder and General Motors have reported weaker sales in China .

Chinese officials didn’t respond to questions about the blacklisting system. The government has said previously it only seeks to target those who have the ability to repay their debts but refuse to do so.

Behind China’s personal-debt surge

China’s long housing boom was a significant cause of the rise in personal debts, because many people had to borrow more to afford homes. Some buyers took on extra debt to buy more properties for investment purposes, sometimes letting them sit empty. Now that the boom is over and prices are falling , many are stuck with debts they can’t handle.

The number of foreclosed homes listed for sale rose 43% in 2023 to roughly 400,000 properties, according to real-estate research firm China Index Academy.

The increase in personal debts is also partly a result of more people using credit cards or tapping personal credit lines to handle expenses as the economy stagnates.

Many economists say a U.S.-style financial crisis is unlikely in China soon. State control of the banking system means the government can absorb losses and inject capital in an emergency. Household debts have also largely plateaued over the past two years, as many people give priority to using extra cash to pay down liabilities rather than shopping or investing in stocks.

Still, the prevalence of large personal debts is a problem for China’s leadership.

“Household debt booms tend to lead to bad macroeconomic outcomes, even in the absence of a financial crisis,” said Amir Sufi, a University of Chicago economist. China has no simple fix. “Once the cycle starts, it’s usually one in which it’s painful, long and difficult to predict when it will end,” Sufi said.

A tough system for borrowers

China has tried for years to lift personal spending to ease its economy’s traditional reliance on infrastructure and real-estate growth. Its banks issued tens of millions of new credit cards each year, with outstanding balances jumping 50% between 2018 and 2023 to well over $1 trillion. Private technology apps such as Alipay and WeChat also started helping consumers secure loans as their digital payment systems soared in popularity.

But when debts go unpaid, a person’s income can be seized by the state to cover their liabilities, leaving debtors with a small allowance to scrape by.

A 38-year-old man petitioned courts in the southern city of Guangzhou to raise his monthly allowance to 12,000 yuan, equivalent to around $1,600, from 9,500 yuan to help pay for a newborn child. Judges denied his request late last year, and instead concluded that his allowance should be cut by nearly 40% because he was already getting too much, court records show.

A black market has emerged to serve people on the blacklist. In one case, Shanghai authorities busted a ring of scalpers who were booking high-speed rail tickets on behalf of debtors who were barred from doing so themselves. In early 2021, authorities tracked down a debtor who had been using the service and took him into custody, according to a local court.

The current system gives priority to protecting creditors—often powerful, state-owned institutions—at the expense of helping struggling individuals. Scholars who study the issue say China urgently needs a nationwide personal-bankruptcy system to achieve leader Xi Jinping’s goal of making the country more equitable , by forcing creditors and debtors to share the costs of soured loans.

“A personal-bankruptcy system is a mechanism for the redistribution of wealth,” Li Shuguang, a scholar who has advised the government on bankruptcy policy, wrote in a Chinese magazine commentary online last summer.

Movement on the issue has been stymied in part by opponents who believe such a system would only encourage more people to shirk their debts.

One woman’s saga

For Qin, the former factory worker, easy access to credit backfired badly.

As a 16-year-old in 1999, Qin boarded an overnight bus from her home in rural southern China to the grimy manufacturing hub of Dongguan, north of Hong Kong.

Her parents, who are farmers, couldn’t afford a payment of less than $15 needed for her to take a high-school entrance exam. She vowed to make it on her own, and found work in factories producing slippers and golden jewellery.

A few years later, Qin secured her first credit card. With it, she bought a computer to teach herself to type so she could land a better job.

When the bill was paid, Qin said she tried to cancel the card. “Keep it for an emergency,” the bank clerk told her.

Qin’s career flourished and she eventually moved to the metropolis of Guangzhou. By 2010, she said, she was managing bidding for a company that supplied fire-safety equipment to real-estate projects. Her nest egg steadily grew from the lucrative commissions she earned in the property boom.

When the property sector slowed, she jumped industries. An acquaintance had been involved in a startup that was developing software to help small-business owners collect WeChat data to generate more foot traffic and aid marketing efforts.

Qin said she invested the equivalent of around $150,000 of her savings into the venture.

The startup burned through her initial investment as it tried to get the software up and running. Qin said she then agreed to start putting some of its expenses, including office supplies, rent and employee salaries, on her credit cards, and to tap personal credit lines she had obtained via WeChat and Alipay.

A roadshow by the company was warmly received, she said. But its prospects dimmed after the Covid pandemic hit.

The company’s struggles left Qin with the equivalent of tens of thousands of dollars of debt. Phone calls from debt collectors have become a daily occurrence.

With no option of bankruptcy, Qin concluded that a new job was her only way out of trouble.

“As long as I’m still living and have a life, I can work hard to earn the money back,” she said.

That path has faced unexpected difficulties. In 2021, while preparing for a business trip to Shanghai, more than 700 miles northeast of Guangzhou, Qin realised that she had lost her access to high-speed rail, where a government I.D. is required to buy a ticket. She took the slow train—and later quit that job in part because the travel restrictions were making it impossible.

Local officials didn’t respond to questions about Qin’s case and The Wall Street Journal wasn’t able to verify some details of her account.

Today, Qin is working in a shop in Foshan, south of Guangzhou, selling traditional Chinese medicines. With a base salary of about $400 a month, she has found it tough to put a dent in her debts, but said she has managed to pay back two of her credit cards so far, with about $40,000 still to go.

Qin is trying to stay optimistic, hoping that medicine will be in high demand as China’s population ages, opening the door to bonuses and potentially even running her own shop. Still, she has had to get creative to earn the cash to pay her debts.

Her current role requires Qin to collect payments from customers using a digital wallet on WeChat. But she said that function on her account has been frozen several times since 2022, leaving Qin to seek help from her family.

She decided not to tell her parents about the full scale of her troubles, however.

If they knew the truth, Qin said, they “wouldn’t be able to sleep.”

In the “ China Shock 2.0 ” narrative, not only is China a security threat and a low-end factory competitor, but it is also angling to swamp the West with cut-rate high-tech goods. There has been less focus on the downsides of such a strategy for China itself.

China’s first-quarter growth beat most estimates , rising 5.3% on the year—thanks mostly to strong industrial output and exports. But the economic data released Tuesday also showed that excess capacity is very real, and could be damaging to China itself.

While China’s industrial engine revved up in January and February , it downshifted again in March: output rose just 4.5% on the year, down sharply from January and February’s 7%. More tellingly, manufacturing capacity utilisation plummeted to 73.8% in the first quarter—its weakest, excluding the pandemic-affected first quarter of 2020, since at least 2015. In volume terms, China’s exports hit a nearly 10-year high in March. But in value terms they were barely above where they sat in October.

In other words, firms’ pricing power both at home and abroad is weakening and margin pressure is probably mounting: The March industrial financial data, which will be released later this month, will be worth watching.

So will private investment in manufacturing. If external demand, in value terms, doesn’t find a stronger footing soon and China’s domestic economy remains weak, then eventually such investment will need to slow. Otherwise the government, or state-owned banks, will have to start absorbing the cost of too many loans to industry more directly, as they already have with real estate and infrastructure.

Particularly interesting is the breakdown of that capacity utilisation data itself. Falling run rates were especially obvious in Beijing’s favourite sectors like automobiles and electrical equipment—the so-called “new productive forces,” including electric vehicles, chips and solar panels, which policymakers have highlighted in recent speeches and have been stalking Western politicians’ nightmares. Automobile manufacturing utilisation rates fell below 65% in the first quarter: well below their previous low (excluding the first quarter of 2020) of 69.1% in mid-2016.

China’s traditional export sectors, on the other hand, have actually held up relatively well. Textiles utilisation rose in the first quarter, while run rates for computer and communication gear fell, but much less sharply.

Meanwhile, economy wide borrowing—excluding government bond issuance—weakened further in March, despite bond yields and interest rates near multiyear lows. If margin pressure starts to force some “new productive forces” to start slowing investment, fiscal policy would need to step in to prop up growth.

Alternatively, China can keep funnelling its excess savings into new manufacturing overcapacity—but Chinese banks and Beijing, not just China’s trade partners, will eventually end up footing the bill.

Global prices for cocoa and coffee are surging as severe weather events hamper production in key regions, raising questions from farm to table over the long-term damage climate change could have on soft commodities.

Cultivating cocoa and coffee requires very specific temperature, water and soil conditions. Now, more frequent heat waves, heavy rainfalls and droughts are damaging harvests and crippling supplies amid ever growing demand from customers worldwide.

“Adverse weather conditions, mostly in the Southern Hemisphere, have played an important role in sending several food commodities sharply higher,” said Ole Hansen , head of commodity strategy at Saxo Bank.

The spikes in prices are a threat to coffee and chocolate makers across the globe.

Swiss consumer-goods giant Nestlé was able to pass only a fraction of the cocoa price increase to customers last year, and it may need to adjust pricing in the future due to persistently high prices, a spokesperson said.

Italian coffee maker Lavazza reported revenue of more than $3 billion for last year, but said profitability was hit by soaring coffee bean prices, particularly for green and Robusta coffee, and its decision to limit price increases.

Likewise, chocolatier Chocoladefabriken Lindt & Spruengli said in its 2023 results that weather and climate conditions played a major role in the global shortage of cocoa beans that led to historically high prices. The company had to lift the sales prices of its products and said it would need to further raise them this year and next if cocoa prices remain at current levels.

Hershey ’s chief executive, Michele Buck , said in February that historic cocoa prices are expected to limit earnings growth this year, and that the company plans to use “every tool in its toolbox,” including price hikes, to manage the impact on business.

In West Africa, where about 70% of global cocoa is produced, powerhouses Ivory Coast and Ghana are facing catastrophic harvests this season as El Niño—the pattern of above-average sea surface temperatures—led to unseasonal heavy rainfalls followed by strong heat waves.

Extreme heat has weakened cocoa trees already damaged from heavy rainfall at the end of last year, according to Morningstar DBRS’s Aarti Magan and Moritz Steinbauer. The rain also worsened road conditions, disrupting cocoa bean deliveries to export ports.

The International Cocoa Organization—a global body composed of cocoa producing and consuming member countries—said in its latest monthly report that it expects the global supply deficit to widen to 374,000 metric tons in the 2023-24 season, from 74,000 tons last season. Global cocoa supply is anticipated to decline by almost 11% to 4.449 million tons when compared with 2022-23.

“Significant declines in production are expected from the top producing countries as they are envisaged to feel the detrimental effect of unfavourable weather conditions and diseases,” the organisation said.

While the effects of climate change are severe, other serious structural issues are also hitting West African cocoa production in the short- to medium-term. Illegal mining poses a significant threat to cocoa farms in Ghana, destroying arable land and poisoning water supplies, and the problem is becoming increasingly relevant in the Ivory Coast, according to BMI.

The issues are being magnified by deforestation carried out to increase cocoa production. Since 1950, Ivory Coast has lost around 90% of its forests, while Ghana has lost around 65% over the same period. This has driven farmers to areas less suited to cocoa cultivation like grasslands, increasing the amount of labor required and bringing further downside risks to the harvest, the research firm said.

The Ivory Coast’s cocoa mid-crop harvest—which officially starts in April and runs until September—is expected to fall to 400,000-500,000 tons from 600,000-620,000 tons last year, with weather expected to play a crucial role in shaping the market balance for the season, ING analysts said, citing estimates from the country’s cocoa regulator. Ghana’s cocoa board also forecasts a slump in the harvest for this season to as low as 422,500 tons, the poorest in more than 20 years, according to BMI.

Neither regulator responded to a request for comment.

Meanwhile, extreme droughts in Southeast Asia—particularly in Vietnam and Indonesia—are resulting in lower coffee bean harvests, hurting producers’ output and global exports. Coffee inventories have recovered somewhat in recent weeks but remain low in recent historical terms. Robusta coffee has seen a severe deterioration in export expectations, while Arabica coffee is expected to return to a relatively narrow surplus this year, said Charles Hart, senior commodities analyst at BMI.

The global coffee benchmark prices, London Robusta futures, are up by 15% on-month to $3,825 a ton. Arabica coffee prices have also surged 17% over the last month to $2.16 a pound in lockstep with Robusta—its highest level since October 2022. Cocoa prices have more than tripled on-year over these supply crunch fears, and risen 49% in the last month alone to $10,050 a ton.

“Cocoa trees are particularly sensitive to weather and require very specific conditions to grow, this means that cocoa prices are especially vulnerable to extreme weather events, such as drought and periods of intense heat, as well as the longer-term impact of climate change,” said Lucrezia Cogliati, associate commodities analyst at BMI.

Cogliati said global cocoa consumption is expected to outpace production for the third consecutive season, with intense seasonal West African winds and plant diseases contributing to significant declines.

Consumers hoping for a return to cheaper prices for life’s little luxuries in the midterm may also be in for a bitter surprise.

“There is no sugarcoating it—consumers will ultimately be faced with higher chocolate prices, products that contain less chocolate, and/or shrinking product sizes,” Morningstar’s Magan and Steinbauer said in a report.

“We anticipate consumers could respond by searching widely for promotional discounts, trading down to value-based chocolate and confectionary products from premium products, switching to private-label from branded products and/or reducing volumes altogether.”

The record-breaking rally for cocoa and coffee is likely more than just a flash in the pan, according to Citi analysts, as adverse weather conditions and strong demand trends are likely to support prices in the months ahead. The U.S. bank estimates Arabica coffee futures in a range of $1.88-$2.15 a pound for the current year, but said projections could be lifted if the outlook for 2024-25 tightens further.

At the heart of it all, climate change is set to play a major role, as the impact of extreme weather events could exacerbate the pressure on cocoa and coffee supplies, according to market watchers.

“I don’t expect prices to remain at these levels, but if we continue to see more unusual weather as a result of global warming then we certainly could see more volatility in terms of cocoa yields going forward, which could impact pricing,” said Paul Joules, commodities analyst at Rabobank.