Brewing Justice

Fair Trade !} Sustainability:J and Survival

Daniel Jaffee

UNIVERSITY OF CALIFORNIA PRESS

Berkeley · Los Angeles · London University of California Press, one of the most distinguished university presses in the United States, enriches lives around the world by advancing scholarship in the humanities, social sciences, and natural sciences. Its activities are supported by the UC Press Foundation and by philanthropic contributions from individuals and institutions. For more informa­ tion, visit www.ucpress.edu.

All photographs by Daniel Jaffee.

University of California Press Berkeley and Los Angeles, California

University of California Press, Ltd. London, England

© 2007 by The Regents of the University of California

Library of Congress Cataloging-in-Publication Data Jaffee, Daniel. Brewing justice: coffee, sustainability, and survival I Daniel Jaffee. p. em. Includes bibliographical references and index. ISBN 978-o-po-24958-5 (cloth: alk. paper) ISBN 978-o-520-24959-2 {pbk.: alk. paper) 1. Coffee industry-Developing countries. 2. Exports-Developing countries. 3· Competition, Unfair. 4· Coffee-Prices­ Developing countries. I. Title. HD9I99·D442J34 2007 382'.4I37309I724-dc22 2006021880

Manufactured in the United States of America I6 I5 I4 I3 I2 II IO 09 08 07 IO 9 8 7 6 5 4 2

This book is printed on Natures Book, which contains 50% post-consumer waste and meets the minimum requirements of ANSI/NISO Z39.48-I992 (R I997) (Permanence of Paper).@ Bibliography

PUBLISHED SOURCES

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CITED INTERVIEWS

Brown, Michael Barratt. Founder and director, ; cofounder, Cafe­ direct. Madison, WI, July 28, 2004. Contreras Diaz, Rigoberto. Marketing director, Michiza. Oaxaca City, July 26, 2003; Yaviche, Oaxaca, November 27, 2oor; Oaxaca City, November 19, 2001. Cruz Sanchez, Francisco. President, Michiza. Oaxaca City, July 23, 2003. Dickinson, Rink. Codirector, Equal Exchange Coffee. Canton, MA,May 25, 2004. Durwael, Stefan. Director, International Federation for Alternative Trade. Chi- cago, IL, October r, 2005. Earley, Matt. Co-owner, Just Coffee. Madison, WI, April 2r and May 6, 2004. Genaro. Merchant-intermediary. Teotlasco, Oaxaca, July 23, 2003. Ghillani, Paola. Former president, FLO; former CEO, Max Havelaar Switzer­ land. Cancun, Mexico, September 12, 2003. Gomez Sanchez, Marcos. Local president of Michiza, Yagavila. Yagavila, Oaxaca, April 20, 2002. Guzzi, Jamie. Fair-trade cocoa campaigner, Global Exchange. San Francisco, CA, September 27, 200 5. Harris, Bill. President, Cooperative Coffees. Chicago, IL, October 2, 2005. Haslam, Pedro. President, CECOCAFEN, Nicaragua. Seattle, WA, April I 6, 2005. Leyva, Marcos. Director, EDUCA, AC. Oaxaca City, November 3, 2001. Luna, Xilonen. National Indigenous Institute. Oaxaca City, November 3, 2001. Martinez, Alfredo. Consultant, Agromercados. Mexico City, May 23, 2002. Martinez Villanueva, Luis. Former adviser, UCIRI. Oaxaca City, December 3, 200!. Merne, Pablo, SVD. Parish priest. Yagavila, Oaxaca, September 12, 2005. Monroy, Mario B. External relations director, Grupo Jade; former bo!lrd presi­ dent, Comercio Justo Mexico. Mexico City, July 3, 2003. Pruijn, Jeronimo. Executive director, Comercio Justo Mexico. Mexico City, May 2, 2002. Renteria, Jose. Director, Catholic Social Pastoral. Oaxaca City, December r, 2001. Rice, Paul. CEO, Transfair USA. Seattle, WA, April r6, 2005. Rosenthal, Jonathan. Director, Just Works; cofounder, Equal Exchange Coffee. Boston, MA, May 27, 2005. }I8 Bibliography

Schweisguth, Melissa. Former fair-trade program director, Global Exchange. San Francisco, CA, August rs, 2003. Seesa-ard, Presong. Rice producer and member of Fair Trade Network, Thailand. Denver, CO, February r8, 2006. Sesia, Paola. Researcher, CIESAS Istmo. Oaxaca City, May 17, 2002. Suarez, Victor. Executive director, Asociaci6n Nacional de Empresas Comerciali­ zadoras (ANEC). Mexico City, May 23, 2002. Tiffen, Pauline. Independent fair-trade consultant; board member of ; former director of TWIN. Madison, WI, March 4, 2005.