The Paradox of Success: Why Specialty Coffee’s Moral Narrative Falters
Real talk: The specialty coffee industry’s moral narrative is built on a fragile premise—producers are poor, vulnerable, and in need of rescue. But when they succeed, the system often resists. This isn’t just about economics; it’s about identity. Specialty coffee sells itself as a force for good, yet its success metrics quietly contradict that mission. The industry’s language frames producers as struggling, dependent actors, while roasters and consumers are cast as saviors. But when a farmer like Felipe Sardi of La Palma & El Tucán thrives, paying neighbors three times the regional price and reinvesting in community, the narrative shifts.…