It would be naive to hold the view that coffee drinking has no relationship with racism. This article will analyze the relationship between drinking coffee and racism, and consider relevant data, expert perspectives, and further implications of the issue.
Coffee is often seen as a marker of whiteness and privilege, with a history of stratified access across races in the United States. Jason Brandt, a professor of sociology at the University of Washington, explained how racism in the production and marketing of the beverage has been going on since the 1800s. He elucidated how “coffee was portrayed by marketers as an elitist beverage steeped in sophistication, often with European or colonial American images”. In this monopoly-fuelled narrative, white people became the ideal consumers for coffee products, as part of an effort to divide people based on race.
While there are efforts to decolonize the coffee industry, focusing on the ways its production at origin and in consumer countries have been shaped and continue to be shaped by racism and its legacies, a drinker of coffee might also ask how he or she might contribute to the issue in a direct manner. An interesting point raised by Brandt is that people should think more critically about their coffee purchases – “being aware of racism throughout the supply chain and the language used to market can help us make more informed — and potentially less racist — decisions about our coffee purchases”. This decision-making should extend to additional practices such as those of baristas and café owners.
In short, it is important to consider the potential links between racism and coffee drinking. As Brandt suggests, by taking conscious precautions and avoiding decisions that support racism, we can begin to undo the problems associated with the beverage.
Anti-Racism within the Coffee Industry
Recently, some coffee producers and brands have begun to take action to actively combat racism. For example, the Canadian brand Transcend x ACE is working to open more doors to the coffee industry for people of colour. The company’s mission is to bring diversity, equity, and inclusion to specialty coffee. Here are some of the initiatives they are currently leading: they are providing scholarships and internships to people of colour to enable and equip them to succeed in the specialty coffee industry; they are representationally engaging people of colour and investing in increasing their visibility; they are actively investing in resources that further diversity, equity, and inclusion within the industry.
Furthermore, Transcend x ACE are working to close the wage gap within specialty coffee by creating education platforms and professional training opportunities for people of colour that would otherwise be financially inaccessible to them. Through these initiatives and projects, coffee drinkers can feel motivated to support brands like these, working to foster an environment of equality in coffee production, consumption, and leadership.
This is not to say that drinking coffee is a ‘heroic’ act against racism, rather that having awareness of the connection between racism and coffee can help motivate people to make informed decisions when considering their coffee purchases or any other coffee-related decisions. In doing so, they can actively support initiatives that promote equality and work to lessen the harmful effects of racism.
Costs of Racism in Coffee Production
Another major issue surrounding racism in coffee production is the economic disadvantage it brings. This economic disadvantage can be particularly daunting in the global south, where coffee is often produced by small-scale farmers who lack the resources and infrastructure to support sustainable supply chains. With limited access to technology and finance, farmers in these regions face great hardships that are perpetuated by geopolitical policies, unfair trade practices, and climate injustice among others.
Research conducted by the London School of Economics in 2016 concluded that racism and its legacy is a major factor in the economic marginalization of small-scale farmers in Latin America and the Caribbean. This has had a number of wide-reaching consequences, from decreased agricultural production and household income to land insecurity and displacement. Coffee farmers in this region have been vulnerable to exploitative contracts from multinational producers and find it difficult to access new technologies and resources due to their race. This has forced farmers to use antiquated techniques, leaving them trapped in a cycle of poverty and powerlessness.
In addition to this, racism has also led to a mistrust of governmental institutions amongst farming communities. This is particularly true after the implementation of the Free Trade Agreement in various countries, which has re-emphasized an unequal balance of power between production companies in the global north and producers in the global south. This mistrust has led to local farmers’ feeling of being disregarded, disadvantaged, and disenfranchised.
It is evident that racism in coffee production has caused extreme economic and environmental detriment to small-scale farmers. As such, coffee consumers should work to support initiatives that work to redress the balance of power between northern and southern producers.
Fair Trade Coffee
One way to do this is to purchase ‘fair trade’ coffee, which is certified by the Fairtrade Foundation, the world’s leading certification for ethical trading. Fairtrade, a multi-stakeholder initiative, strives to create “equitable and sustainable opportunities for small-scale producers and workers,” by allowing them to negotiate on better terms and receive a fair price for their product. This has enabled small-scale farmers, especially those from the global south, to have more access to finance, technology, and resources. Through fair trade, institutional buyers are required to comply with the International Labour Organization standards, and a minimum price is set for all products regardless of the commodity markets. This, in effect, is intended to ensure that no producers are cheated out of the fair value of their products.
The Fairtrade Foundation has expanded its certification standards to include an emphasis on actively promoting diversity, equity and inclusion for vulnerable communities. At present, the Foundation has certified nearly 9,000 small-scale coffee farmers from countries around the world, ensuring that they have access to trade that is both ethical and profitable.
However, there has been criticism regarding the effectiveness of the Fairtrade Foundation, with some arguing that this certification fails to tackle the root causes of poverty and can also result in economic dependence by granting international producers monopolistic power over local suppliers.
Making an Informed Decision
When considering coffee purchases and other related decisions, it pays to make an informed and conscious decision to ensure the least possible damage to people and the environment. For example, boycotting production companies or brands that perpetuate the cycle of inequality or attempting to shop locally may be beneficial and contribute positively to the coffee industry.
In addition, buying coffee from producers who are members of the Fairtrade Foundation helps support the organization’s efforts to empower small-scale producers and helps to promote coffee consumption that is ethically and sustainably sourced. Additionally, doing research on the sourcing practices and supply chain of different coffee companies can help to ensure conscious purchases and promote companies that are committed to reducing their impact on the environment and actively combating racism.
Eco-Conscious Coffee Solutions
Unsurprisingly, a study conducted by American University found that people are starting to think more carefully about the environmental sustainability of their coffee products. This is due to environmental damage caused by the production and importation of coffee, leading to an increase in eco-conscious coffee solutions.
Here are some eco-solutions which can help combat the environmental damage caused by the direct and indirect effects of coffee production: using responsibly sourced beans; using recycled and compostable materials for packaging; and investing in renewable energy sources such as solar power are some simple and sustainable solutions that can help reduce the carbon footprint of coffee.
In addition, consumers could consider other forms of sustainable agriculture such as rainforest friendly and biodynamic agriculture to protect the environment in which the coffee is grown. This involves practices such as avoiding the use of chemicals, practices which contribute towards healthier ecosystems and help preserve the environment for future generations.
Conclusion and Summary
As seen from the analysis presented in this article, drinking coffee does come with certain racial implications that must be addressed. This does not mean that drinking coffee is a ‘racist act’, but it does require critical and conscious thinking when making decisions related to the beverage.
By understanding the issues surrounding racism in the production of coffee, such as unfair trade practices, exploitation and institutional mistrust, we can support initiatives that oppose racism and strive towards a transparent, ethical, and sustainable coffee production. Additionally, understanding the environmental impacts of coffee production and engaging with eco-conscious solutions can help to reduce the environmental footprints associated with the beverage.
The most important aspect of this discussion is to raise awareness, and to look more deeply into the social, economic, and environmental implications of our coffee choices. This can be done through supporting initiatives that emphasize equality and working to reverse the legacy of racism associated with coffee.
