Organic and fair trade coffee in Chiapas
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document in English
marketing
presentation
published 02/06/2008
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SummaryThough I have never been a coffee-drinker, the ideological and symbolic weight of coffee has not escaped me. With caffeine for the office worker and flavor for the distinguished upper-class palate, coffee’s appeal stretches across many socioeconomic categories and occupies a unique register of social and professional life. And yet, as with most commodities, I find myself on the consumption side of the chain. A privileged position, to be sure, since the production of coffee has long been associated with labor exploitation, environmental damage, and human rights abuses. This widely publicized “underside” of coffee production, which has lead to the emergence of fair trade and organic labels for coffee, now leads me to ask about the viability of labeled coffee in the wake of the ongoing Zapatista struggle for indigenous rights in Chiapas, Mexico.
Table of Contents
- The Power and Marketing of Quality
- On the other end of the commodity chain, the marketing of quality helps establish niche markets and create discourses of taste.
- The Danger and Promise of Growth.
- Ruiz also states in his interview, 'Many people in Europe and the United States who drink coffee have never seen a coffee plant.
- The Production and Politics of Knowledge.
- Labor and Social Capital.
- Conclusion
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