This book shows that the coffee paradox exists because what farmers sell and
what consumers buy are becoming increasingly ‘different’ coffees. It is not
material quality that contemporary coffee consumers pay for, but mostly
symbolic quality and in-person services. As long as coffee farmers and their
organizations do not control at least parts of this ‘immaterial’ production, they
will keep receiving low prices.
The Coffee Paradox
seeks ways out from this
situation by addressing some key questions: What kinds of quality attributes
are combined in a coffee cup or coffee package? Who is producing these
attributes? How can part of these attributes be produced by developing
country farmers? To what extent are specialty and sustainable coffees achieving
these objectives?