1. The Case of Coffee

2. FT & Coffee History Decline of welfare state As flagship FT commodity
Demand for ethical consumption FT
As flagship FT commodity
Draws attention to FT cause
FTUSA and FLO differ
MNCs move in
Rise of Starbucks

3. Coffee Plantation

4. Coffee Plantation

5. Coffee Plantation

6. Coffee Production Roasters- like Nestlé, Kraft FTOs- like CaféDirect
How does the highly-concentrated coffee roasting industry give MNCs an advantage over producers even in a FT model? WA Q1, Q3
Roasters- like Nestlé, Kraft
FTOs- like CaféDirect
Retailers- like Starbucks, McDonald’s
Your objective
Hurdles in your way
Ways to try to overcome these hurdles

7. Labeling Problems What problems has labeling caused?
Diff. values caused split
FTUSA, FLO
Certification standards differ
Label clutter
LOTS of labels- FT label best
Sourcing as new issue
FT, ethically-sourced, buy direct, organic
Fair-washing
Not all Starbucks coffee is FT
Result: Dilutes FT meaning

8. Commodity Fetishism
Why is it important to understand commodity fetishism as a product of the capitalist market to discuss FT? WA Q2
Undermine CF
↑ in FT purchases
↑ Awareness
Challenges conventional capitalist practices
Combat effects of race to the bottom

9. Commodity Fetishism (cont.)
Reinforce CF
Buy FT for approval
Halo effect
Peer approval
FT often unexplained
Setting
Fair price
Still involves buying (more) stuff
Political action via consumerism
Economic activism v. political activism

10. Recap Coffee as key FT product Producers at whim of market prices
FT pays livable, constant wages
Shorter supply chain
MNCs benefit most in NEM
Use FT, labeling for profit
Manipulate rules, dilute standards
Commodity fetishism perpetuates NEM
How to use market against itself