Troubled grounds : small-scale organic coffee production in Oaxaca, Mexico

The global coffee industry is in a state of crisis. Small-scale producers are those most seriously impacted by the crisis, facing the challenges of a precarious and changing market, despite limited resources. In Oaxaca, Mexico, a prominent response among indigenous small-scale farmers has been to join independent coffee producer unions. Within theses unions there is currently a move to encourage organic coffee cultivation among campesinos, so that these groups might niche market their coffee. This niche, or "conscience", market is shaped by the "organic coffee discourse" which emphasizes the themes of environmental protection, social justice and indigenity. By examining the relationship between organic coffee production (as an economic strategy for marginal producers) and its discourse (which mobilizes consumers in wealthy countries) we will see the impetus behind organic coffee production as it ranges from Oaxaca's indigenous farmers, their producer unions, and consumers