A Film About Coffee

Finally managed to watch this at a local event (Chilean coffee culture is just sprouting) and after having read up a bit about the new world of coffee, I was ready to enjoy another immersion, this time in visual format.

Spent a good hour marveling at the process from the plants to the cup. A lengthier piece might have provided more depth, but there was plenty to enjoy, particularly in the great interviews with the true coffee lunatics. Coffee should be sexy, and this is good coffee porn.

Main turnoff for me was the use of the classic cliché of the "poor simple peasant" whose life is made possible by those willing to pay the 7 dollar cup at the other end of the production chain. Only when one of the importers speaks of "direct trade" does the condescending verticality of the process fade out, marginally.