Further, the clip also proposes for promotion of sustainability, both socially and environmentally, among the producers. In order to reduce poverty, sustainability is the only sure way in which the farmers can improve their living standards while also maintaining the size of coffee produce taken to the market. Given the advancement in technology, the farmers have the potential of joining the fair trade movement to fight for their sustainability right from coffee production. Further, diversifying the market for coffee is also given priority in the clip. The quality personnel assert that coffee has the taste of wine; consequently, it can be packaged as wine and then sold to fetch more the price for the product.
After learning more about “sociology of coffee” and globalization, my consumption habit of the product will considerably change. In this case, I would consider changing my consumption habit through increasing the amount I take daily. The farmers shown in the clip suffer in abject poverty because of the little payment they receive from their goods. The only way I can be of help to this people is to act as a factor in increasing the available market for their products. Given the taste of wine, I would be able to increase my consumption since I would be taking it both for breakfast purposes and also as wine. I am sure this will contribute to improved lifestyle of the individuals while also strengthening the fair trade movement that operates globally.
“coffee-go-round” is an example of what Mills called “public issues” and “private troubles because it gives a case where there is need to link the private and the public. The clip notes that the problem faced by farmers arises because they act at individual levels thereby defining their situation as “private troubles”. However, a deeper look at the problem shows that the low-payment condition affects the society as a whole thereby making it a public issue. While at personal