October 18 Coffee outline.docx - Lecture Notes ANTH 209/SOC...

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Lecture Notes ANTH 209/SOC 269 October 8, 2011 COFFEE: From Mass Market Potable to Cosmopolitan Beverage to Fair Trade and Beyond I. Review of Previous Lecture: Milk and its Imperfections II. Sobering Thoughts on Coffee: A. The rise of yuppie/specialty/gourmet coffee – historical context B. Aim and method: Roseberry sought to C. Historical Development: 1. Early 20 th century of industrialization, standardization and mass marketing- proletarian/working class consumer good- coffee in cans. 2. post war conditions: long term decline in coffee consumption and more institutional and governmental control 3. At first seems to represent “more choices” and “more diversity” 4. Yuppie coffee was made possible by 5. Specialty coffee marketers refer to an authentic “genuine” past as that of the 19 th century general store. 6. Typical specialty coffee customer wants “natural,” “whole,” “fresh.” 7. creation of “taste” – wanting “quality” over “standard” 8. specialty coffee market in the 80s – high profit margin
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October 18 Coffee outline.docx - Lecture Notes ANTH 209/SOC...

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