MoJo Video: The Perfect Espresso

Are you paying too much for your organic Fair Trade coffee? In search of the perfect cup.

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Traditionally, coffee has been treated somewhat like cotton: It’s a commodity to be bought and sold in bulk. Such a system leaves coffee growers largely at the mercy of middle men and the market, and leaves consumers with beans of dubious quality.

But in recent years, the Fair Trade movement, the Cup of Excellence program, and serious roasters have challenged the status quo. Some are establishing direct relationships with individual growers and co-ops, helping them improve the quality of their beans and paying them significant bonuses to produce high-quality beans.

As prices climb for the consumer, how can a coffee lover tell when they’re getting the best espresso for their recession dollar? We asked Mother Jones‘ own in-house coffee expert, Richard Reynolds, to demonstrate the perfect cup.

 

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WE CAME UP SHORT.

We just wrapped up a shorter-than-normal, urgent-as-ever fundraising drive and we came up about $45,000 short of our $300,000 goal.

That means we're going to have upwards of $350,000, maybe more, to raise in online donations between now and June 30, when our fiscal year ends and we have to get to break-even. And even though there's zero cushion to miss the mark, we won't be all that in your face about our fundraising again until June.

So we urgently need this specific ask, what you're reading right now, to start bringing in more donations than it ever has. The reality, for these next few months and next few years, is that we have to start finding ways to grow our online supporter base in a big way—and we're optimistic we can keep making real headway by being real with you about this.

Because the bottom line: Corporations and powerful people with deep pockets will never sustain the type of journalism Mother Jones exists to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. We really need to see if we'll be able to raise more with this real estate on a daily basis than we have been, so we're hoping to see a promising start.

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