Macchiato. Café Latte. Affogato. Flat White. No froth. Double shot. Soy please. Skinny. Fair trade?
I loved this week’s readings and lecture - and was saddened that we did not get to talk about the subjects in our tute. I could probably blog for hours and bore the hell out of all of you, but this all really got me going and pushed some buttons. No – I am not going to get on my high horse and spout environmental “blah blah” to you. I must admit though, that after reading both journals, I immediately checked out if the coffee beans that I had hurriedly bought from the supermarket the other day claiming to be fair trade - was in fact undertaking what they were preaching. I am pleased to say that my research showed up trumps. Check them out and you decide – great story of how this Aussie firm came to be http://www.republicacoffee.com.au/. I did not have time to go to the weekend market and buy my favourite local coffee beans. This raised a question for me. Am I better off supporting locally grown beans or fair trade ones? But that’s not what I want to talk about.
Both readings for me were very poignant. Patel’s words rang true for this little fat duck. But one comment really stuck in my mind (and maybe my gut!) and this was that “Large corporations are very reluctant to cede their control over the food system. Yet, Nestle, Starbucks and every other food system corporations have a rock solid alibi: us” (Patel, 2007, p.11). Ultimately we have allowed this corporation system of food not only control what we eat and drink, but to physically shape us. We have given them the power. I am not saying we should hang our heads and wail hysterically over this, as I believe it has happened subversively over a long period of time. We had not “entirely” noticed. “At some stages in the chain that links our field to plate, power is concentrated in very few hands” (Patel, 2007, p.11) and “In every country, the contradictions of obesity, hunger, poverty and wealth are becoming acute” (Patel, 2011, p.3).
Patel is beautifully complimented by the Atkins and Bowler reading. Atkins and Bowler claim that
“May (1996) argues that the consumption of exotic food has another function. It is a (relatively cheap) way of establishing distinctions between social groups. Demonstrating a knowledge of other cuisines, other cultures, and of culinary authenticity, thus has a status currency in those social groups who are perhaps less likely to be able to compete in purely materialistic terms”. (May, 1996, cited in Atkins & Bowler, 2001, p.285)
I refer back now to the heading of my blog. If you know your coffee you would know that origin of the word macchiato is from the Italian word “macchiare” meaning to ‘mark or stain’ (Oxford Dictionaries. Online). This means therefore to literally stain the espresso with milk – so very little milk is added. It is pertinent to know this as coffee snobs, only second to wine ones, can only be impressed then by your demonstrated knowledge of coffee cuisine which will give you currency in your status. Many of us would remember, and do well to, that older siblings and generations grew up with instant coffee at home and in the workplace. For the coffee snobs of the world (sorry I am a bit of one as I am sure many of us are now) they are now horrified to even contemplate going near the stuff. Don’t get me wrong here - I “will drink it” unlike some people I know - but choose not to unless the option given is only of that. I see “dissolvable coffee” very much as an entirely different drink from what we fondly call “real coffee”.
If we go back to Allen who says that “Only by turning over some of the familiar assumptions about geography and power can we glimpse some of the many ways in which power puts us in place” (Allen, 2003, p2) can we understand why coffee farmers, very much based in developing or third world countries, are starved - and why the café cultures of the developed worlds are stuffed. Power. Geography. Place. The power perhaps lies in the corporation system of food. But individually, we do have the power of choice.
And by the way – if you are going to get into Fair Trade products - look for this logo of authenticity!

References:
Allen, J. (2003). “Introduction” in Lost geographies of power. Oxford, UK: Blackwell Publishers.
Atkins, A., & Bowler, I. (2001). “The origins of taste” in Food in society: economy, culture, geography. London, Great Britain: Arnold.
Oxford Dictionary online. Retrieved from http://oxforddictionaries.com/definition/macchiato
Patel, R. (2007). “Introduction” in Stuffed and starved: markets, power and the hidden battle for the world food system. Victoria, Australia: Black Inc. an imprint of Schwartz Publishing Pty Ltd.
The FAIRTRADE Mark is a registered certification label for products sourced from producers in developing countries. (© 2011) Fairtrade Foundation. UK. Retrieved from
http://www.fairtrade.org.uk/what_is_fairtrade/fairtrade_certification_and_the_fairtrade_mark/the_fairtrade_mark.aspx