tag:blogger.com,1999:blog-29538038651952100052024-03-14T01:43:02.217-07:00Fair Trade: Coffee CultureJordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.comBlogger7125tag:blogger.com,1999:blog-2953803865195210005.post-91136492354898320022012-03-19T22:06:00.001-07:002012-03-19T22:06:40.227-07:00Conclusion<!--[if gte mso 9]><xml>
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As this project comes to an end I just wanted to thank you
all for reading my blog. I hope you have come away learning more then you did
when you began this Fair Trade: Coffee Culture adventure with me. I know that I
have emerged from this research project with a new knowledge on fair-trade.
I’ll admit that I started off as one of those consumers who blindly bought
coffee with the fair-trade certification label because I thought I would look
like a better consumer, and in turn person. Now I know how I am helping make a
difference, and I buy fair-trade certified coffee beans with a purposeful
intent. </div>
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What makes this a relevant social movement is that we as
members of current society are all part of it. We have the choice to buy the
fair-trade certified or non-certified coffee beans. That choice is a simple
step on the larger journey toward the goal of fair-trade!</div>
<span style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Cambria; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Well, I am off to go brew a
pot for myself now! Wishing you all the best. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1wMNt5R17RswN0LYvJdMrtbK1ZIJufyC5YsfAId8-Y3tK8oteyyKFHUuIa8UuaPOMmp3Ei-jvaPf3RiRoq1t3C4lUvp0PbmKVabDuMMheSidYg6HqFgrXpN4B040iyfHOUW_mpfZmOlQ/s1600/fair%252520trade%252520logo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1wMNt5R17RswN0LYvJdMrtbK1ZIJufyC5YsfAId8-Y3tK8oteyyKFHUuIa8UuaPOMmp3Ei-jvaPf3RiRoq1t3C4lUvp0PbmKVabDuMMheSidYg6HqFgrXpN4B040iyfHOUW_mpfZmOlQ/s320/fair%252520trade%252520logo.jpg" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-size: x-small;">Courtesy of <a href="http://greengreenwich.blogspot.ca/2011/01/2010-year-in-sustainability.html" target="_blank">www.greengreenwich.blogspot.ca</a></span></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-size: x-small;"><br /></span></div>Jordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.com0tag:blogger.com,1999:blog-2953803865195210005.post-23665612485490481442012-03-19T22:01:00.000-07:002012-03-19T23:26:29.144-07:00On Campus Action<br />
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After leaving my anthropology class today I entered the university’s
business atrium to find a display promoting fair-trade. The table had a bunch
of free gizmos and gadgets adorned with the fair trade Canada logo. While I was at the table looking at the
information provided I noticed that every student that walked by, while I was
there, stopped if only for a minute to read the signs. This is a great example
of how modern this movement is. The table at the university was promoting “The
University of Alberta’s Ethical Purchasing Campaign focus[ing] on promoting
the use of fair trade certified products by spreading student awareness and
initiatives.” The pamphlets and info sheets provided a list of the places around
campus where you can purchase fair trade certified products…including COFFEE. </div>
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World University Service Canada (WUSC) promoted the display.
They have a web site, which you can visit and explore: <a href="http://wusc.ca/" target="_blank">www.wusc.ca</a> </div>Jordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.com0tag:blogger.com,1999:blog-2953803865195210005.post-69603988928759631672012-03-18T22:53:00.001-07:002012-03-18T22:53:21.229-07:00Video Clip- How to buy fair trade coffee<!--[if gte mso 9]><xml>
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The following is another YouTube video I found that
discusses where and how to find fair-trade certified coffee. The woman in the
video is Anna Lappe. She co-wrote the book: Grub, Ideas for an Urban Organic
Kitchen. It’s short and informative. Enjoy! </div>
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<a href="http://www.youtube.com/watch?v=3PucX0upAdQ" target="_blank">http://www.youtube.com/watch?v=3PucX0upAdQ</a></div>Jordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.com0tag:blogger.com,1999:blog-2953803865195210005.post-12675145274008689952012-03-18T20:52:00.000-07:002012-03-18T22:35:42.606-07:00The Impact<br />
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Now that we have looked at the commercialization of
fair-trade coffee it is time to turn back to look at the farmers them selves.
One of the top coffee bean producing areas is Central America. There are both benefits and limitations
to fair-trade that impact everyone involved in fair-trade certification of
coffee.</div>
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Sarah Lyon provides a nice table that helps summarize the
impact of fair-trade. The table was created after data was gathered from
“participant-observation at the Guatemalan National Coffee Association’s annual
conference (2000, 2002) and visits to several fair-trade coffee cooperatives
located in the Western Highlands (where informal interviews were conducted with
cooperative administrators and board members.)” (Lyon 2007:102) </div>
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<b style="mso-bidi-font-weight: normal;">Table 1</b> from her
report is shown below. </div>
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<span class="Apple-style-span" style="font-size: x-small;">Courtesy of Sarah Lyon 2007</span></div>
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FLO is mentioned in the chart. For those of you who are
unaware what this stands for (like me at the beginning of my research), it is the
Fairtrade Labeling Organizations. They also have a website: <a href="http://www.fairtrade.net/" target="_blank">www.fairtrade.net</a></div>
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<br />
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4pbahHg5m-E-lMoIg2ktOL_nbqRXQb6NZ-FTTn5D9T2SLf0lGKQkxXwxnXEl76ipaf70PtO_zoYiGmQLiPUYzCcO8vWftt28qRUqUg13bk47ZDhADt590Gxv6jSC8CvItju280ebD9nm3/s1600/International_Fair_Trade_logo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4pbahHg5m-E-lMoIg2ktOL_nbqRXQb6NZ-FTTn5D9T2SLf0lGKQkxXwxnXEl76ipaf70PtO_zoYiGmQLiPUYzCcO8vWftt28qRUqUg13bk47ZDhADt590Gxv6jSC8CvItju280ebD9nm3/s320/International_Fair_Trade_logo.jpg" width="273" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://fairtrademanitoba.ca/files/International_Fair_Trade_logo.jpg" target="_blank"><span class="Apple-style-span" style="font-size: x-small;">Courtesy of www.fairtrademanitoba.ca</span></a></div>
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The relationship coffee companies have with their coffee
farmers is one of great importance. In Central America it has been confirmed
that the prices paid to the fair-trade certified producers, for their coffee, are
helping sustain their rural communities. When the small local producing areas
invest the incoming money from coffee production toward education and their land
it can support effective, local development. (Lyon 2007: 105) The fair-trade
relationship also considers the “highly volatile international coffee market”
(Lyon 2007: 105) by rewarding the small producers with high prices. Lyon gives
the example that “when there is a
frost in Brazil, prices historically rise dramatically” (Lyon 2007: 105)</div>
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Lyon’s statements about how fair-trade coffee relationships
help create a sustainable living for the small producers go hand-in-hand with
the findings of, fellow anthropologist, Christopher M. Bacon. In northern
Nicaragua Bacon “clearly
demonstrated that households […] participating in certified [fair-trade coffee]
markets are significantly less vulnerable to low coffee prices than members of
cooperatives whose sales are directed exclusively into conventional marketing
channels.” (Bacon…et. al 2008: 19); further showing the benefits of fair-trade
in the coffee market.</div>
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Although the amount of fair-trade coffee producers is lower
then it should be, it is most likely not as a result of the fair-trade coffee
producers are fleeing from fair-trade relationships. Why flee when the benefits
of fair-trade relationships seem to out way the limitations. Some of the
limitations being the fact that the fair trade producers are not fully aware of
the goals and requirements of fair-trade coffee certification. So that
limitation could be one of the reasons why the numbers of small producers are lower
then estimated; lack of communication between the companies buying the coffee
and the local farmers. With coffee
in such a seemingly high demand in today’s metropolitan society this movement
has grounds to really take off. With an increase in fair-trade coffee could
possibly come the increase in long-term benefits to the producing countries
like Guatemala, Nicaragua and Costa Rica.</div>Jordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.com1tag:blogger.com,1999:blog-2953803865195210005.post-18156576119550446392012-03-17T20:00:00.002-07:002012-03-19T21:57:18.331-07:00Commercializing the ‘Commodity’<br />
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The fair trade coffee movement is a large and modern area of
discussion. Drinking coffee in the morning is a natural part of many North
American’s morning routines. Thus, making this social movement more prevalent
to a larger part of today’s society. There are many techniques employed in the
commercialization of coffee to target consumers. Companies are getting creative
when it comes to marketing, because there is no way to tell for certain that
‘fair-trade coffee’ tastes better than its competitors. Marketing teams have to
think about other ways of getting consumers to buy their fair-trade brand, ways
that will grab attention of consumers. Coffee companies are now playing on the
morality of consumers as social beings. For example, the Cooperative Coffees
website states: “fair trade lets consumers be part of a social justice movement
through a simple action.”(Cooperative Coffees 2006) By marketing to people that
choosing fair-trade labeled coffee they are taking part in the social movement,
and helping bring awareness to other companies, that are not yet fair-trade
certified brands. The message being that if you want consumers you need to be
involved in the fair-trade production of your coffee beans. Coffee producers/suppliers
rely on consumption by consumers; so fair-trade movements aim themselves at the
consumers to ‘make the right choice’ by choosing to purchase fair trade coffee.<span style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Cambria; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">De Pelsmacker and his colleagues said, “</span><span style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-fareast-font-family: Cambria; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Fair-trade
buying is a specific type of ethical consumer behavior.” (De Pelsmacker…et. al
2005: 367)</span><br />
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Green Mountain Coffee provides another example of
commercialization. At a promotional fair-trade coffee event for the company
they gave out T-shirts that read: “Clean up your conscience! Drink Fair Trade
Coffee.” The T-shirts also provided a set of “Conscience Cleaning Instructions:
Step one, buy fair trade coffee; step two, drink and enjoy the taste of a
better world; step three, repeat, early and often.” (Cooperative Coffees
2006) “The claim being made here
is that the more diligently we consume this product, the more moral people we
will be—“(Fisher 2007:81-82)</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilVcDqmLanOA-Qs4YHGdcxACfnkfnxTkjS3Z9YJV7Tq288IAEFhjmc4KYeap6GlM0NO6H_7aKwC73ivM1LCb1S8AN8ku3mpTDesIxUjsYZDatSqf_ruSvA6OkYcW4wtmphWwjI-sNVrFl6/s1600/fairtrade.jpg" imageanchor="1"><img border="0" height="326" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilVcDqmLanOA-Qs4YHGdcxACfnkfnxTkjS3Z9YJV7Tq288IAEFhjmc4KYeap6GlM0NO6H_7aKwC73ivM1LCb1S8AN8ku3mpTDesIxUjsYZDatSqf_ruSvA6OkYcW4wtmphWwjI-sNVrFl6/s400/fairtrade.jpg" width="400" /></a></div>
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<span class="Apple-style-span" style="font-family: inherit; font-size: x-small;">Green Mountain Coffee</span></div>
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<span class="Apple-style-span" style="font-family: inherit;">Green Mountain Coffee also has a video on their webpage (<a href="http://www.greenmountaincoffee.com/" target="_blank">www.greenmountaincoffee.com</a>) called ‘The Heart of the Cup’ that gives a brief look at how their coffee is produced from the tree to the cup. This video can also been seen below.</span><br />
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><a href="http://www.youtube.com/watch?v=XM2PyBpWjN0" target="_blank">www.youtube.com/watch?v=XM2PyBpWjN0</a></span></div>
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<span class="Apple-style-span" style="font-family: inherit;">With the fast growing awareness in the past decade, or so, about the benefits of fair trade products to both the consumer and producers has also come a wave of protest by student groups on campuses who are attempting “to persuade fellow students and campus food services to purchase fair-trade products [.]” (Fisher 2007: 83) This all leads to one question: Do you buy fair-trade coffee because you believe in the cause, or because you want to be seen to believe in the cause? </span></div>
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</div>Jordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.com0tag:blogger.com,1999:blog-2953803865195210005.post-1332047181451846312012-03-13T21:54:00.000-07:002012-03-17T13:27:43.706-07:00Fair Trade Coffee InfographicHere is a YouTube video I just watched. It was made by four students at the VFS (Vancouver Film School), Desiree Gilewich, Celia Chung, Shawn Hight and Simon Vieira. The video takes a positive opinion on fair trade in the world of coffee production. You can agree, disagree or be on the fence with the message, but I found it an interesting short clip. Enjoy.<br />
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<a href="http://www.youtube.com/watch?v=pXDQVkwdzV0" target="_blank">http://www.youtube.com/watch?v=pXDQVkwdzV0</a></div>Jordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.com0tag:blogger.com,1999:blog-2953803865195210005.post-40029884645199670772012-03-11T21:39:00.000-07:002012-03-19T17:19:53.613-07:00Introduction<br />
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Hello readers and thank you for taking the time to stop and
read my blog. This blog is an assignment for a university anthropology course.
In this blog I plan to discuss a branch of the fair trade movement that
involves coffee production, from the people working in the coffee plantations
to the people commercialising it. As I gain further knowledge in my research on the topic I
will post interesting links, pictures and of course facts! </div>
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Before I get going, I think it is important for me to
provide the definition of a social movement I used as my reference and starting
point while developing my topic. A Social movement as defined in my class discussions
is: a group or informal network of
people who are linked by shared beliefs and solidarity. A second word I'd like to define for you is 'fair trade'. In the words of Sarah Lyon, "[f]air trade is a form of alternative trade that seeks to improve the position of disempowered producers through trade as a means of development." (Lyon 2007:100)</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgn97U59pPcGFrtoXgVivfucwh-KivIjfl8f235LW1wVVSxfIipvBzVCyh-0XoAugAG_HtEGEkLD3mqi4ddhYEmW_CFA0ahUfShVgsItei2O_gB3hNAjTo1dKHuWLeKHkLCMR09dqJFabv5/s1600/Fairtrade-coffee-006.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgn97U59pPcGFrtoXgVivfucwh-KivIjfl8f235LW1wVVSxfIipvBzVCyh-0XoAugAG_HtEGEkLD3mqi4ddhYEmW_CFA0ahUfShVgsItei2O_gB3hNAjTo1dKHuWLeKHkLCMR09dqJFabv5/s320/Fairtrade-coffee-006.jpg" width="320" /></a></div>
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<span class="Apple-style-span" style="font-size: x-small;">Image courtesy of Simon Bowers. The Guardian. November 4, 2010</span></div>
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<a href="http://www.guardian.co.uk/uk/2010/nov/04/multinations-development-fairtrade-report" target="_blank">http://www.guardian.co.uk/uk/2010/nov/04/multinations-development-fairtrade-report</a><br />
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Before I begin to share my findings and views, from my
research on this fair trade social movement, I will post my list of references
so that you too can immerse yourself in <span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><b>Fair Trade: Coffee Culture</b></span>!<br />
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References Cited:<br />
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Bacon, Christopher M.; Méndez, V. Ernesto and Gliessman,
Stephen R. et al <o:p></o:p></div>
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2008 Confronting the coffee crisis: fair trade,
sustainable livelihoods and Ecosystems in Mexico and Central America. USA: Massachusetts
Institute of Technology<o:p></o:p></div>
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De Pelsmacker, Patrick; Driesen, Liesbeth
and Rayp, Glenn<o:p></o:p></div>
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2005 Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee. Journal of Consumer
Affairs 39(2): 363-385<o:p></o:p></div>
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Fischer,
Kate<o:p></o:p></div>
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2011 Fair
Trade and a Global Commodity: Coffee in Costa Rica. By Peter Luetchford. The
Journal of Latin American and Caribbean Anthropology 16(1): 210-212<o:p></o:p></div>
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Fisher, Carolyn<o:p></o:p></div>
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2007 Selling
Coffee, or Selling Out?: Evaluating Different Ways to Analyze the Fair-Trade
System. Culture & Agriculture 29(2): 78-88<o:p></o:p></div>
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Fridell, Gavin<o:p></o:p></div>
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2007 Fair trade coffee: the prospects and pitfalls of market-driven social
justice. Toronto: University of Toronto Press Incorporated</div>
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Lyon, Sarah</div>
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2007 Maya
Coffee Farmers and Fair Trade: Assessing the Benefits and Limitation of Alternative
Markets. </div>
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Lyon, Sarah <o:p></o:p></div>
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2010 Coffee
and Community: Maya Farmers and Fair-Trade Markets. Colorado: University Press
of Colorado<o:p></o:p></div>
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Lyon, Sarah and Moberg, Mark<o:p></o:p></div>
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2010 Fair
trade and social justice: global ethnographies. New York: New York University Press</div>
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Taylor, Peter Leigh; Murray, Douglas L. and Raynolds,
Laura T. <o:p></o:p></div>
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2005 Keeping
trade fair: governance challenges in the fair trade coffee initiative.
Sustainable Development 13(3): 199- 208<o:p></o:p></div>
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Weber, Jeremy<o:p></o:p></div>
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2007 Fair Trade Coffee Enthusiasts Should Confront
Reality. Cato Journal 27(1): 109-117<o:p></o:p></div>
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</div>Jordana McElwainhttp://www.blogger.com/profile/05187323078139114554noreply@blogger.com0