Preview - Cappuccino Trail: The Global Economy in a Cup

Cappuccino Trail: The Global Economy in a Cup

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Cappuccino Trail: The Global Economy in a Cup (50:00)

Item# 30038
©2001

A 150-pound bag of coffee beans might earn a farmer $50; the "street value" of that same bag—10,000 cups of coffee—is around $20,000. By following the trail of two coffee beans grown in the Peruvian Andes, this program takes a unique look at the ubiquitous stimulant which, after oil, is the most globally traded commodity. One of the beans takes the route of the open market where its price is determined by commodities traders and analysts, such as Merrill Lynch’s Judy Gaines, the industry oracle who discusses the market’s volatility. The other bean finds its way into Café Direct, a new gourmet coffee launched in Britain by a company dedicated to paying fair prices to farmers for their high-quality organic crop. (50 minutes)

Segments in this Video - (12)

1. The Journey for Coffee (05:10)

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Journey to Peru to explore the origins of the coffee industry. The world's population drinks 2.5 billion cups of coffee daily, a 50 billion dollar annual habit.

2. Factors Effecting Coffee Prices (25:26)

A variety of factors affect coffee prices, from politics to weather. Heavy rains and landslides have taken a toll on South American producers and made it difficult to get product to market.

3. Searching for the Perfect Coffee Bean (01:17)

A buyer goes to Peru looking for a new bean and a coffee expert teaches a master class on how to brew the perfect cup of coffee.

4. Profiting from Coffee (03:59)

Numerous people profit from the coffee market. Traders speculate on future prices hoping to make a profit. Retailers profit as consumers shop in the marketplace.

5. Dealing with Market Concerns (04:33)

Coffee is now a major emblem of globalization. Alternative traders attempt to make commerce with a conscience. Shops must tend to a multitude of public concerns.

6. The Commercial Value of Coffee (03:15)

Coffee shops compete to sell a "lifestyle in a cup." Coffee is a high value-added fast food product. Starbucks alone opens over one thousand shops each year.

7. Global Coffee Production (01:19)

Currently, global coffee production is up, but consumption is down. The market tends to run in cycles of supply and demand. Regardless, the retail price of coffee seldom goes down.

8. Meeting with Growers (01:08)

Growers, devastated by flooding, face the difficult challenges of getting product to market. Without the railway to transport their coffee, harvested coffee has little or no value.

9. Market Cycles (03:59)

Often, the market price for coffee drops well below production costs. Fair traders have begun to cut out the middle man and guarantee fair living wage prices to producers.

10. The Brewing of Coffee (03:27)

Coffee contains over two thousand chemicals. Coffee brewers seek to find the "sweet spot" between bitterness and bouquet in brewing coffee for flavor.

11. Controlling the Coffee Market (03:02)

Fair Traders can not compete on price, so must rely on packaging, relating to the individual producers, and delivering the finest product to the store shelf.

12. Meeting with the Growers (11:18)

Fair Traders meet with producers in Peru to see the fruit that will make up their brand. The buyers follow their beans through the Andes Mountains to market and to the consumer.