| The commodity nature of green coffee is the main cause of “the coffee paradox” (decreasing prices at production level and rising prices at consumption level). So, a requirement to reach a less unfair distribution of the added value between the supply chain would be to “decommodify” the coffee market not only at the final consumer level, but also at the production level. Certifications (like Fair Trade, Organic, Rainforest Alliance, Utz Kapeh, or Birdfriend) are often presented as a way to reach this result, but according to some authors these schemes seem to be rather an extension of the standardization wave to new quality attributes (linked to social and/or environmental characteristics of the production process). Geographical indications (GIs) seems to... |
