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Farmer and consultant Scott Murray, who works with singer/songwriter Jason Mraz at his Oceanside farm, Mraz Family Farms, stands next to a coffee tree.

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S.D. Coffee: Wake Up, And Smell the Profits

A couple of years ago, Jay Ruskey, a seasoned California farmer, tapped San Diego to grow high-end coffee that he and his team believe will sell for around $15 a cup.

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