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).

• List of URLs Multinationals: ListMultinationals

Coffee Multinationals (2-2)

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

Coffee FLO

Coffee Small Producers

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:
  

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