Making Better Coffee: How Maya Farmers and Third Wave Tastemakers Create Value

The article "Making Better Coffee" explores the complex system of values that dictate the steep prices commanded by small-batch, high-end Third Wave coffees, highlighting the relationship between highland coffee farmers in Guatemala and the trends that dictate what makes great coffee. It shows how profits are made by artfully combining coffee's material and symbolic attributes, connecting the quest for quality among U.S. tastemakers to the lives and desires of Maya producers.

Format: Hardback
Length: 306 pages
Publication date: 06 September 2022
Publisher: University of California Press

An anthropologist delves into the intricate web of values that shape the remarkable quality of great coffee, revealing that it goes beyond mere taste. This captivating exploration uncovers the complex interplay between farmers, roasters, and consumers, highlighting the profound impact of social, moral, and political factors on the coffee industry.

In the late 19th century, Maya farmers found themselves compelled to labor on the vast plantations that had colonized their ancestral lands. The international coffee market underwent a significant shift in the 1990s, creating a demand for high-altitude varietals—plants that thrived in the mountainous regions where the Maya had been displaced. Edward F. Fischer skillfully connects the pursuit of quality among U.S. tastemakers to the lives and desires of Maya producers, unveiling how profits are generated by artfully blending the material and symbolic attributes of coffee. The result is a rich and intricate narrative that explores the interplay between terroir and taste, quality and craft, justice and necessity, worth and value.

This captivating journey delves into the intricate relationships between coffee producers, roasters, and consumers, shedding light on the social, moral, and political dimensions that shape the coffee industry. It highlights the challenges faced by Maya farmers, who have been marginalized and exploited in the global coffee trade. By examining the complex interplay between material conditions, such as terroir and botany, and the social, moral, and political values associated with coffee, the film offers a nuanced understanding of the complex web of factors that contribute to the high prices commanded by small-batch, high-end Third Wave coffees.

Furthermore, Making Better Coffee sheds light on the role of U.S. tastemakers in shaping the coffee industry. It explores how these individuals have played a crucial role in promoting and elevating the quality of coffee, often at the expense of farmers and workers. The film highlights the power dynamics at play, with large corporations and multinational conglomerates controlling the market and dictating the prices paid to producers. It also exposes the ethical concerns associated with the coffee industry, such as the use of child labor, forced labor, and environmental degradation.

Through its compelling storytelling and insightful analysis, Making Better Coffee offers a powerful critique of the coffee industry and calls for a more equitable and sustainable approach. It encourages consumers to be more mindful of the sources of their coffee and to support sustainable and fair trade practices. It also encourages farmers to advocate for their rights and to work towards a more just and equitable coffee industry.

In conclusion, Making Better Coffee is a must-watch film for anyone interested in coffee, food, and social justice. It provides a comprehensive and nuanced understanding of the complex web of factors that shape the quality of great coffee and highlights the urgent need for a more sustainable and equitable coffee industry. By examining the lives and desires of Maya producers, the film offers a powerful lens through which to explore the broader the complex web of factors that shape the quality of great coffee and highlights the urgent need for a more sustainable and equitable coffee industry. By examining the lives and desires of Maya producers, the film offers a powerful lens through which to explore the broader social, moral, and political dimensions of the coffee industry.

Weight: 544g
Dimension: 229 x 152 x 25 (mm)
ISBN-13: 9780520386952