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INTERNET COFFEE EXPOSED

Who works in coffee trade and do they form network? Manually three lists are composed: Multinationals, Fair trade Labeling Organizations (FLO), and local producers of coffee.

  • RESEARCH CONCLUSION
If our ‘global context’ in the media is represented only through huge brand names and/or big companies, the small producers of coffee will remain underexposed and of course in the competition of growing bigger and bigger and brand labelling and fast design in the markets, they will lose.

1.- COFFEE NETWORK RESEARCH

Method: Input lists of Multinationals, FLO and small producers in the harvester in the Issue Crawler and launch crawl. settings: 2 - 2.

  • OUTCOMES
Because of their strategy to present their brand with an individual/unique brand ‘character’, the multinationals are not connected directly to each other, but they are linked through coffee corporations, suppliers and/or informative websites (Examples: coffeescience.org, ups.com). The web networks of the Fair Trade Labelling Organisations are strongly connected and developed, their goal being to enforce the concept of Fair Trade in each website of the network. In contrast the web networks of the small producers show very limited links, their connection only becomes visible through certifying organisations. (Examples: transfairusa.org, fairtrade.org).

Coffee Multinationals (2-2)

coffee_multinat20(2-2).jpg

  • List of URLs Fairtrade Labelling Organizations International (FLO): ListFLO

Coffee FLO

coffee_Flo20(2-2).jpg

Coffee Small Producers

coffeeporducers22.jpg

2.- WEB EXPOSURE

  • The second exersize is researching and visualizing exposure of multinationals, FLO and local producers in realtion to coffee on the web.
  • Tools: Scrape Google, svg cloud generator
  • Method: copy past Google top 100 results for "coffee" in Scrape Google and query:

*OUTCOMES

The results showed that the multinational coffee brands have a much higher level of exposure on the web than the Fair Trade Labelling Organisations and the independent small coffee producers. This difference shows the limitations within the communication media for the small producers.

  • Multinationals
    • saralee
    • gloriajeans
    • diedrich
    • costa-coffee
    • caffenero
    • coffeerepublic
    • "Douwe Egberts"
    • nespresso
    • nescafe
    • hillsbros
    • chockfullonuts
    • segafredo
    • dallmayr
    • illy
    • eightoclock
    • myflavia
    • saeco
    • starbucks
  • FLO
    • fairtradecoffe
    • "ifat coffee"
    • maxhavelaar
    • reilukauppa
    • "sellocomerciojusto cafe"
    • cafecampesino
    • cafecanopy
    • cafemam
    • coffeeteaetc
    • deansbeans
    • equalexchange
    • groundsforchange
    • highergroundroasters
    • justcoffee
    • larrysbeans
    • mgcoffee
    • nectaroflife
    • peacecoffee
    • puravidacoffee
    • cafedirect

  • Local producers

    • "Café mam"
    • "Fertil café"
    • "Café Uciri"
    • "Café Tozepan"
    • "Café Piurano"
    • "Cafe forestal"
    • "Cafe paz"
    • "Café Tiwun"
    • "La Central"
    • "La Florida"
    • "La Prosperidad"
    • "La Selva"
    • "La Trinidad"
    • Majomut
    • "Mas Café"
    • "Manos Campesinas"
    • Nahuela
    • "Norte de Caldas"
    • "Oromia"
    • "Oro Verde cafe"
    • "Poco Fundo"
    • "Café de colombia"
    • "MUT VITZ"

  • Tagcloud exposed in google:
    tagcloud.jpg


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Topic attachments
I Attachment ActionSorted ascending Size Date Who Comment
coffe_flo(2-2)cluster_map.jpgjpg coffe_flo(2-2)cluster_map.jpg manage 305 K 04 Aug 2007 - 17:19 UnknownUser coffee flo 2-2
coffee_Flo20(2-2).jpgjpg coffee_Flo20(2-2).jpg manage 322 K 16 Oct 2007 - 18:44 UnknownUser  
coffee_multinat20(2-2).jpgjpg coffee_multinat20(2-2).jpg manage 184 K 16 Oct 2007 - 18:35 UnknownUser  
coffee_multinationals20(1-3)cluster_map.jpgjpg coffee_multinationals20(1-3)cluster_map.jpg manage 129 K 04 Aug 2007 - 17:21 UnknownUser coffee multinationals 1-3
coffeeporducers22.jpgjpg coffeeporducers22.jpg manage 135 K 16 Oct 2007 - 18:48 UnknownUser  
flo20(1-3)cluster_map.jpgjpg flo20(1-3)cluster_map.jpg manage 281 K 04 Aug 2007 - 17:22 UnknownUser coffee flo 1-3
multinationals20v2(2-2)cluster_map.jpgjpg multinationals20v2(2-2)cluster_map.jpg manage 183 K 04 Aug 2007 - 17:22 UnknownUser coffee multinationals 2-2
networks_FLO.jpgjpg networks_FLO.jpg manage 1 MB 16 Oct 2007 - 18:19 UnknownUser Coffee network FLO (2-2)
networks_multinational.jpgjpg networks_multinational.jpg manage 838 K 16 Oct 2007 - 18:31 UnknownUser  
tagcloud.jpgjpg tagcloud.jpg manage 280 K 21 Aug 2007 - 12:20 UnknownUser Tagcloud exposed in google
zapatistas_cluster_map.jpgjpg zapatistas_cluster_map.jpg manage 205 K 04 Aug 2007 - 20:02 UnknownUser zapatistas network
Topic revision: r11 - 16 Oct 2007, nacho
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