This is the second part of of a podcast recording, focusing on tourism coffee and coffee marketing. I read from the article Tourism: Globalization and the Commodification of Culture about Disneyfication, and McDonaldization, read a text from a Starbucks bag about coffee travel adventures through an Indiana Jones / colonial adventurer lens, listen to Dangerous Grounds tv show promo reel that infuses coffee travel with xenophobia, and connect it to the current way roasters talk about coffee buying more as a social mission than something they do so they have a product to sell. The latest approach includes incredible claims like “Kevin [coffee buyer] discovered that small scale poor farmers produced some of the most complex and incredible coffees in the world, yet they had no experience of what was happening to their work thousands of miles away or its tremendous value and appreciation by specialty coffee drinkers.” Poor coffee farmers! Here comes Kevin to save you!
So what’s the answer? I don’t have one but it would hurt to kick it down a notch, and just try to learn when you travel. Would it?
