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Making Better Coffee - How Maya Farmers and Third Wave Tastemakers Create Value (Paperback)
Loot Price: R655
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Making Better Coffee - How Maya Farmers and Third Wave Tastemakers Create Value (Paperback)
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An anthropologist uncovers how "great coffee" depends not just on
taste, but also on a complex system of values worked out among
farmers, roasters, and consumers. What justifies the steep prices
commanded by small-batch, high-end Third Wave coffees? Making
Better Coffee explores this question, looking at highland coffee
farmers in Guatemala and their relationship to the trends that
dictate what makes "great coffee." Traders stress material
conditions of terroir and botany, but just as important are the
social, moral, and political values that farmers, roasters, and
consumers attach to the beans. In the late nineteenth century, Maya
farmers were forced to work on the large plantations that colonized
their ancestral lands. The international coffee market shifted in
the 1990s, creating demand for high-altitude varietals-plants
suited to the mountains where the Maya had been displaced. Edward
F. Fischer connects the quest for quality among U.S. tastemakers to
the lives and desires of Maya producers, showing how profits are
made by artfully combining coffee's material and symbolic
attributes. The result is a complex story of terroir and taste,
quality and craft, justice and necessity, worth and value.
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