Tags: commodification, globalization, marx/marxism, coffee, commodity fetishism, ethical consumption, fair trade, 06 to 10 mins
Year: 2007
Length: 8:17
Access: YouTube
Summary: This short video is made by a Sustainable Harvest, a large Fair Trade coffee importer. The video is a marketing piece for Fair Trade and what the company calls "Relationship Coffee." These are excellent concepts to juxtapose with Marx's concept of commodity fetishism, but this video is particularly helpful (in comparison to other videos I found) because it focuses on telling "the story behind the beans" as a means of showing consumers where their commodity came from, how it was produced, and building a relationship between coffee buyers and sellers.
Submitted By: Paul Dean
Year: 2007
Length: 8:17
Access: YouTube
Summary: This short video is made by a Sustainable Harvest, a large Fair Trade coffee importer. The video is a marketing piece for Fair Trade and what the company calls "Relationship Coffee." These are excellent concepts to juxtapose with Marx's concept of commodity fetishism, but this video is particularly helpful (in comparison to other videos I found) because it focuses on telling "the story behind the beans" as a means of showing consumers where their commodity came from, how it was produced, and building a relationship between coffee buyers and sellers.
Submitted By: Paul Dean
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