Jaffee, Daniel Primary Author mixed material bibliography LONDON University of California Press 2007 en English

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their products, offering them protection from the wild price swings of commodities markets. Fair trade works with democratically organized associations of farmers who have banded together to increase their power. It eliminates many of the intermediaries who typically take a cut along the path between the grower and the consumer, and it gives farmers ac- cess to credit prior to the harvest. Fair trade emphasizes long-term trad- ing relationships between buyers and sellers, arrangements in which con- sumers may even have a chance to find out who grew the coffee, tea, or bananas they purchase. So fair trade is a different animal altogether. But what is the rela- tionship between these two models of trade? Is one a direct response to the other? Does fair trade operate completely outside the rules of the global economy? The fair-trade movement is struggling with its relationship to that larger global market—with the extent to which it can simultaneously be “in and against the market,” in the words of Michael Barratt Brown, a pioneering writer on fair trade. 4 Does fair trade operate within the logic of market capitalism, or does it present a fundamental challenge to that market? Fair trade is an alternative to the unequal economic relations that abound in conventional trade, yet it must use many of the structures of that market in order to function. As this alternative movement grows, its successes have led to a kind of identity crisis that revolves around these paradoxes. This book is an attempt to chart this complex landscape. I examine the origins and current reality of fair trade, both in the global South and in the consumer North. I also dig into these disparate understandings of the meaning of fair trade and explore some of the contradictions and tensions that have emerged within the diverse, loosely organized fair-trade movement. But the book also focuses on a concrete case of fair trade in action: members of a cooperative of indigenous coffee farmers in the southern Mexican state of Oaxaca who sell their organic coffee on the interna- tional fair-trade market. Over two years, I lived, worked, and talked with these farmers, as well as with their neighbors who know a very differ- ent coffee market—the conventional market represented by local coy- otes, middlemen who often pay them less than it costs to produce their coffee in the first place. At the other end of the fair-trade chain, where consumers in North America, Europe, and other wealthy regions buy and drink this coffee, there is a struggle over the identity of the movement. Many small and xiv Preface medium-sized businesses and nonprofit groups, including some of the very first participants in fair trade, roast and sell nothing but fairly traded coffee and other products. At the same time, some fair-trade ac- tivists have celebrated announcements by a few of the largest corpo- rate food behemoths—among them Nestlé, Procter & Gamble, Sara Lee, and Starbucks—that in response to consumer pressure they will begin to sell fair-trade-certified coffee, albeit as a tiny percentage of their to- tal production. EBOOK COFFEE NONE 9780520249585 e-BOOK UPT Perpustakaan Instiper Yogyakarta Brewing_Justice.jpg.jpg 514 2019-07-04 11:23:00 2019-07-04 11:23:16 machine generated