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Nicki Lisa Cole

In: Consumer Culture, Modernity and Identity

Chapter 12: Ethical Consumption in the Global Age: Coffee's Promise of a Better World

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Ethical Consumption in the Global Age: Coffee's Promise of a Better World
Ethical consumption in the global age: Coffee's promise of a better world
Nicki LisaCole
Introduction: ‘You're Not Just Buying Coffee’

In the winter of 2006, I stood in a Starbucks coffeehouse in Santa Barbara, California, and held in my hand a package of Guatemala Antigua coffee. At that time, I was a graduate student enrolled in a seminar titled ‘Sociology of Knowledge’, for which I had just read Edward Said's classic text, Orientalism (Said, 1978). Looking at the package, and taking in the images and text that adorned it, I realized that I held a contemporary travel narrative, quite similar to those Said had deconstructed in his book. With an artistic rendering of a Guatemalan woman ...

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