05 Jul '18, 8pm

The Third Wave Myth: Inside a Marxist Takedown of High-End Coffee's Value Structure

In the case of coffee, smallholding farmers control terroir in the gritty materiality of dirt and land, and thus the ability to produce a certain quality, but the real economic power lies with those who define quality, the coffee aficionados and Third Wave marketeers who orchestrate the symbolic and social means of producing what Jens Beckert (2016) terms “imaginative value.” With tastemakers in the Global North constantly chasing new and ever more exotic flavors, farmers in tropical coffee growing regions of the world find themselves at an impossible disadvantage in making decisions for planting and harvests four to five years down the road. Under these conditions, the one who controls the means of symbolic production is able to extract the most surplus material value.

Full article: https://dailycoffeenews.com/2018/07/05/the-third-wave-myt...

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