Paying more for ethical coffee 付高價喝一杯“道德”咖啡

The fairer coffee trend

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你會付高價喝一杯 “道德”咖啡嗎?你知道什麼是“道德”咖啡嗎?它在原來“公平貿易”咖啡的基礎上更重視咖啡豆的來源以及種植者的收入。根據聯合國統計的數據顯示,目前在很多西方國家,匠人咖啡十分流行,這也証明越來越多的人們願意為“道德”咖啡買單。本集《道地英語》帶你了解“道德”咖啡。

課文內容

Vocabulary: coffee 詞彙: 咖啡

Do you like to start your day with a cup of joe? Well, you wouldn’t be alone. Millions of people from all over the world brew a cup of coffee first thing in the morning, or at any time of day, for that matter. Do you make it yourself, using instant coffee? Or, if you are a coffee connoisseur, perhaps you use freshly ground beans. Do you take it straight? With a dash of milk? Or maybe even some chocolate sprinkles? Or, failing all of that, maybe you’d rather pay a barista in a cafe to whip one up for you.

Cafes are everywhere these days, offering as many varieties of coffee as there are ways to have it served. And this leads to a range of prices, from cheap grab-and-go coffee, to the ultra-expensive artisanal coffee. However, an increasing number of Western consumers are happy to pay a little over the odds for their cup in order to ensure that it comes from an ethically produced and sustainable source.

At The Attendant, a cafe in east London, staff attempt to make customers aware of the story of the beans that they are drinking and the impact they are having by choosing to drink ethically. For a start, it can make coffee farmers up to three-and-a-half times better off, according to figures from the UN’s World Intellectual Property Organisation (Wipo). Ryan de Oliveria, The Attendant’s co-founder and chief executive, says the extra income allows farmers and their families to have a better quality of life. It also makes investing or reinvesting in their business possible.

Wipo’s figures show smarter processing, branding and marketing make a huge difference to the growers and their communities. Technology now means that the beans can be tracked all the way from the farm to the cup. The research shows that for a pound (454g) of beans going to a supermarket, the export price is $1.45. Most of this goes to the farmer. The price almost doubles when the beans are headed for large western coffee chains. But farmers exporting their beans to artisanal cafes make over $5 per pound. That’s because the coffee aficionados who frequent these places are happy to pay more.

It seems that it’s a win-win situation for the farmers, cafes and consumers. So much so that more established coffee businesses are jumping on the band wagon by buying up artisanal rivals who have already embraced this way of doing things. If that’s the case, then the future of coffee production looks a little fairer for all. And that’s something that should get anyone up on the right side of bed. 

詞彙表

a cup of joe 咖啡
brew 煮(咖啡)
instant coffee 速溶咖啡
connoisseur 行家
ground(grind 的過去式和過去分詞)磨碎
beans(咖啡)豆
straight 不摻加其他東西的,純的
a dash of milk 一點兒牛奶
chocolate sprinkles (灑在咖啡上的)巧克力粉
barista 咖啡廳服務員
whip (one) up 做(一杯咖啡)
grab-and-go “拿上就走”,外帶
artisanal coffee 匠人咖啡
ethically 有道德地
sustainable 可持續的,能長期維持的
coffee farmer 咖啡農場主
process 加工、處理方法
grower 種植戶
pound 磅(重量單位,1磅約等於454 克)
aficionado 酷愛…的人
jump on the band wagon 跟風,隨大流

測驗與練習

1.閱讀課文並回答問題。

1. Why are an increasing number of Western customers happy to pay more for their coffee?

2. What do cafes like The Attendant try to make customers aware of?

3. In what way can famers use the extra income from artisanal cafes?

4. How much does an exported pound of coffee pay the farmer when it’s going to a supermarket, large coffee chain or artisanal cafe?

5. True or false: More established coffee businesses do not care about this new trend.

2. 請在不參考課文的情況下完成下列練習。選擇一個意思合適的單字填入句子的空格處。

1. You must be hungry! Would you like me to ______ a sandwich for you?

impact       win-win       whip up       dash

2. You can’t keep working at this pace. It’s not ______. You’ll be ill before long.

sustainable       artisanal       ethically       aficionado

3. John is a real wine ______. He knows regions, dates and flavours. I never knew there was so much to know about it!

brew       fuss       connoisseur       impact

4. £600 for a pair of shoes?! That’s expensive. I think you may have paid ______ there.

cheap as chips       on the right side of bed       jump on the band wagon       over the odds

5. We take half each. I get a little and you get a little! It’s a ______ situation!

cheap as chips       ethically       win-win       over the odds

答案

1. 閱讀課文並回答問題。

1. Why are an increasing number of Western customers happy to pay more for their coffee?
They are happy to pay in order to ensure that it comes from an ethically produced and sustainable source.

2. What do cafes like The Attendant try to make customers aware of?
They attempt to make customers aware of the story of the beans that they are drinking and the impact they are having by choosing to drink ethically.

3. In what way can famers use the extra income from artisanal cafes?
They can have a better quality of life for their families, and the possibility of investing or reinvesting in their business.

4. How much does the Wipo research show an exported pound of coffee pays the farmer when it’s going to a supermarket, large coffee chain or artisanal cafe?
The research shows that per pound a farmer makes $1.45 when exporting to a supermarket, $2.89 when exporting to a coffee chain and $5.14 when exporting to an artisanal cafe.

5. True or false: More established coffee businesses do not care about this new trend.
False. More established coffee businesses are jumping on the band wagon by buying up artisanal rivals who have already embraced this way of doing things.

2. 請在不參考課文的情況下完成下列練習。選擇一個意思合適的單字填入句子的空格處。

1. You must be hungry! Would you like me to whip up a sandwich for you?

2. You can’t keep working at this pace. It’s not sustainable. You’ll be ill before long.

3. John is a real wine connoisseur. He knows regions, dates and flavours. I never knew there was so much to know about it!

4. £600 for a pair of shoes?! That’s expensive. I think you may have paid over the odds there.

5. We take half each. I get a little and you get a little! It’s a win-win situation!

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