The "truth" about Starbucks

Motherland's 100% Arabica, medium roasted, Rwandan and Ethiopian blend.

 "Dear me"

The “truth” is a war is coming. Our territories borders are being breached. Colonization has happened before we’ve “bean there” as a nation. Our “motherland” isn’t safe. We “knead” to stand together as a “tribe” our “origin” after all is the same.

Starbucks is coming for us. 

I have seen the caffeine fueled buzz on social media. It's like in the Lego movie where the masses are indoctrinated to drink over priced coffee. If I am being completely honest I am disappointed. I feel I over estimated the South African consumer. 

My greatest heartache is the way hospitality industry in this country often functions without humanity.  It is an ever growing industry yet it's leaders are all about generating the most cash in the fastest time. They never consider sustainability in all senses of the word. Often the environment suffers but especially the workers. 

In South Africa we have harbored a culture of complaint. Yet what I have come to realize is that the individuals that try to make a difference, for instant hospitality workers are the ones who are oppressed the most. Radical ideas that bring in fair means of making money are laughed out of the boardroom. These hospitality workers, who are trying to raise families without depending on government grants,  that are paid minimum wage  (R2500 a month) or worked into the ground in dangerous and demeaning environments.On the surface it shines but behind the scenes...

The consumer demands therefor it is enforced. The consumer spends enough to pay a whole months salary of a worker in one go so why should they not get away with murder? My question is simple why does the consumer enjoy it? They bully, they swear,they yell, some even try to touch you. Why are there occupations where you have to let things happen to you and detach yourself from your sense of self? 

The consumer has all the power. In this case we are the consumers.

We live in a country which shares a continent with the greatest coffee producing nations on the PLANET!

In Cape Town we have so many wonderful coffee outlets. Places that offer single origin beans that come with the assurance of ethical trading. The coffee industry has been built on personal relationships, my favorite barista asks me about school, I ask for hearts on my flat whites. It comes from a real place, the connection with their customers is true. The workers know all there is to know on their products. It goes beyond being just a beverage, it is liquid art. There is a symphony of flavors each note carefully picked.

We have finally pushed the envelope of what was expected from coffee.For example truth makes coffee with orange juice. The juice is frothy. It's sweet, bitter brilliance! It's literally a sunrise in a cup. Africans drinking incredible African coffee.

Now

Starbucks has indoctrinated the masses using the consumers addiction to sugar to corrupt the flavor profiles of coffee. We don't need hazelnut or caramel sugared drinks thank you very much.We don't need major corporations coming into our country telling us what to drink and putting pressure on the little guy. The coffee industry is good for our economy and ultimately will help in stabilizing the Rand. Major corporations inject money but the suffocate smaller enterprises. It's the port jackson tree situation on our natural vegetation all over again.

We have brilliant coffee here at home. Don't be that guy that buys into Americanism with their expansive capitalist ideals and their placid pallets. I will not be won over by my name misspelled on a cup or the novelty that #starbucks that probably trends on Instagram.

“yours truly”

H

* all quoted words are names of coffee shops and distributors