Fellner uses chapter 8 in Wrestling with Starbucks to argue whether Starbucks really is the amazing source of fair trade caffeine it claims to be. When the movie Black Gold came out quoting Oromia Coffee Farmers Cooperative Union in Ethiopia’s general manager Tadesse Meskala stating that coffee farmers struggle with making ends meet. This comment and others in the movie lead to the depiction of the Starbucks as the villain. At first this was so controversial to what Tadesse had previously said that Starbucks was sure it was a mistake. However, Tadesse later confirms that though Starbucks “is arguably the most ethical major coffee company in the world.. It also uses its reputation to avoid sharing real power”(164). This revelation of information called into question the credibility and overall values of the Starbucks company. For, despite their increased purchasing price and purchasing of fair trade only, Starbucks has successfully created a monopoly in the coffee industry. Which, there reputation allows them to hold.
The next argument against Starbucks is that its globalization is pressing western or Americanized culture onto other countries. With nearly 3,000 company owned and licensed stores outside the united states, spreading over the distance of thirty-seven countries, this is not a far-fetched concern. Chinese reporter, Rui Cheggang, made the claim that the presence of Starbucks in the imperial palace was a “symbol of low-end U.S. food culture” and an “insult to Chinese civilization”(165). In addition to this, due to its global recognition and presence, it is stated that Secretary of State Condoleezza Rice or other significant figure heads should recognize the importance of peacekeeping between Isreal and Lebonnon upon the Starbucks coffee houses in that location and the beverages that they serve. The argument against these negative accusations In relation to Starbuck’s global effect are the adaptively of a Starbucks coffee house. There’s the obvious benefit of globalization such as language efficiency and cultures learning from each other, however Starbucks allows for more than just that. By being adaptable to the areas, Starbucks and incorporate some of the local cultures into there products and procedures. For example, Taiwan and Japan have had a “chilled cup” advertised to them by Starbucks to accommodate for the local passion for canned coffee beverages. In these ways, Starbucks is able to market itself as of that of “universal appeal”(166).
Chapter 10 in Wrestling with Starbucks dives deeper into the concept of capitalism and its effect on the coffee industry. Fellner effectively captures the reader’s attention and persuades our opinions using a very prominent presence of Ethos, Pathos, and Logos. By telling the reader her own foundation in economics and why she is so adamantly supporting of capitalism. In her description of her childhood, Fellner makes clear the respect she has for concepts such as “ time is money” and “being accountable for our own behavior and responsible for the general well-being of the larger community”(206). By backing up her history on the topic, Fellner solidifies her ethos as someone who has experience on the topic. As she makes clear how long she has been working in economics and how she learned her economic values and ideals as a kid first hand.
Fellner’s approach of using her childhood also creates a pathos connection between the reader and author by relating to the similar characteristics and naïve approaches to life that most of us can connect to. Examples as, wanting better, newer clothes so she could be like everyone else is a experience many can relate to. Also, by pressing upon the reader that her approach to economics was founded in her childhood she creates a more real depiction of herself. By doing this, Fellner creates a pathos connection with the reader who now is more willing to relate to her emotions and experiences.
Lastly Fellner uses Logos in the ending of this chapter by following her description of his childhood with many facts and quotes to further her argument that capitalism is in fact the system that should be used in the coffee market. Fellner furthers her credibility when she gives the appearance of an unbiased approach by mentioning arguments for and against capitalism. By mentioning the comparison of capitalism to a fire, hard to control but can be beneficial if used wisely. She also leaves the subject open by pointing out that although capitalism isn’t perfect, it’s the best system for this objective. The topic is left not completely answered as Fellner and others propose the concept of a variation of what capitalism consists of now. For the success or failure of capitalism is directly connected to the individuals and system.