Making Better Coffee
How Maya Farmers and Third Wave Tastemakers Create Value
1st Edition
Published on 6. September 2022
Book
Paperback/Softback
306 pages
978-0-520-38696-9 (ISBN)
Description
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.
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.
Reviews / Votes
"Fischer's insightful new book. . . .illustrates in great detail...how rarely that increased value benefits Maya farmers directly." * Economic Botanist * "Making Better Coffee is an engaging exploration of the value and values that surround coffee. . . .This book will be very useful for researchers, providing an excellent review of the literature. It could be used in graduate or advanced undergraduate classes." * FoodAnthropology * "A captivating and enlightening journey that delves into the intricate and multifaceted relationship between coffee production and its enjoyment by consumers." * Exertions * "Making Better Coffee offers an unabashedly practical look at real-world market spaces that impact the lives of millions of people around the world. . . . [L]earning more about and from an industry that is simultaneously functional and dysfunctional is more than desirable. It should be mandatory." * Administrative Science Quarterly * "A compelling case study of our current stage of capitalism in which controlling the means of production no longer guarantees maximum accumulation. . . . Fischer's work demonstrates that when we make better coffee, it is not necessarily better for everyone." * Gastronomica * "Making Better Coffee is a captivating and enlightening journey that delves into the intricate and multifaceted relationship between coffee production and its enjoyment by consumers. . . . The combination of Fischer's storytelling, research, and thoughtful analysis makes the text a compelling read for both coffee enthusiasts and anthropologists . . . Ultimately, Making Better Coffee is more than simply an account of creating value for coffee; it portrays coffee production not just in terms of the resulting commodity, but also as a pathway for community empowerment and the pursuit of a better future." * Exertions * "Fischer illuminates, on the heels of the transition from Folgers (First Wave) to Starbucks (Second Wave), the cultural and economic shifts that occurred from Peet's (Second Wave) to Blue Bottle Coffee (Third Wave). For this alone, the book is fun to read." * Administrative Science Quarterly *More details
Edition
First Edition
Language
English
Place of publication
Berkerley
United States
Target group
Professional and scholarly
Product notice
Paperback (trade)
Illustrations
27 b-w figures, 7 maps, 7 tables
Dimensions
Height: 227 mm
Width: 148 mm
Thickness: 21 mm
Weight
390 gr
ISBN-13
978-0-520-38696-9 (9780520386969)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
09/2022
1st Edition
Naval Institute Press
€28.99
Available for download
Person
Edward F. Fischer is Professor of Anthropology at Vanderbilt University, where he also directs the Institute for Coffee Studies. He has authored and edited several books, most recently The Good Life: Aspiration, Dignity, and the Anthropology of Wellbeing.
Content
Contents
Introduction
1. Creating Third Wave Values
2. Plant Biology, Capitalist Trade, and the Colonial Histories of Coffea arabica
3. German Oligarchs, First Wave Coffee, and Guatemala's Enduring Structures of Inequality
4. Austrian Economics and the Quality Turn in Guatemala Coffee
5. Maya Farmers and Second Wave Coffee
6. Cooperation, Competition, and Cultural Capital in Third Wave Markets
Conclusion
Acknowledgments
Notes
Bibliography
Image Credits
Index
Introduction
1. Creating Third Wave Values
2. Plant Biology, Capitalist Trade, and the Colonial Histories of Coffea arabica
3. German Oligarchs, First Wave Coffee, and Guatemala's Enduring Structures of Inequality
4. Austrian Economics and the Quality Turn in Guatemala Coffee
5. Maya Farmers and Second Wave Coffee
6. Cooperation, Competition, and Cultural Capital in Third Wave Markets
Conclusion
Acknowledgments
Notes
Bibliography
Image Credits
Index