Will the hashtag #droughtshaming change the public water consumption levels in California? or is it only a manifestation of an all too long-submerged consciousness of evident property differences across most of Southern California–a space where ever-conspicuous consumption has long been made manifest in keeping yard lawns perpetually green? and what of the Wet Prince of Bel Air, who has used an incredible 11.8 million gallons yearly during the drought to maintain the green yards on their southern California estate?
Almost as powerful a portmanteau as “Mansplaining,” the compound currently trending on Twitter presents both a righteous form of indignation, improvising map via social media that suggests our changing sense of our environment may open new arenas of public speech. The creation of a set of zoomable interactive maps from the New York Times of projected water-cuts and current water-usage across the state’s water districts have been recently mapped an uneven balance between water districts statewide, in ways that not only call clear attention to sharp discrepancies of water-usage across the state, not only between how urban and agricultural regions might be affected by mandated reductions in public water usage–
but what might be called the selective yard-drenching in specific regions of the south-lands, according to the same interactive data visualization–
and the notable persistent over-use of water in wealthier areas of LA’s per diem consumption of water this past winter–
The map above offers an approximate reflection of a topography of disposable income, described b UCLA’s California Center for Sustainable Communities. The Center quite recently found not only that “wealthy used more than three times the rate of non-wealthy people,” but wealth was the most conspicuous correlation and predictor of water use–and watering lawns, as we have long known, an increasing sign of conspicuous consumption even in an age of drought.
Is this a decision to spend more on water, or is it, as seems more likely, the conspicuous expenditure of water on yards, perhaps fueled by the cost of letting all that greenspace go dry, or the actual dangers of fire hazards that letting lawns go dry might create? The oft-cited datum that Beverly Hills residents daily “used” some 286 gallons of water during September 2014, at the same time northern and coastal San Diego County consumed some 584 gallons in the Santa Fe Irrigation District, contrast sharply to Compton residents served by the LA Department of Water and Power who restricted themselves to 93 gallons a day and Angelinos in East LA some 48 gallons.
But it bears repeating at a time when Governor Brown wants to mandate across the board 20% reductions in water use as a means of increasing efficiency, if only to ask what some of the best manners of mandating reductions are. By dividing water-usage by census tract, clear patterns in LA County emerge, that make it something of an epicenter, to mix geographic metaphors, with the recent rash of tweets about excessively selfish individual water use at Beverly Hills mansions that include, in some cases, spas and vineyards as well as expansive still-green lawns:
But rather than only call attention to the sociological correlation between water-waste and wealth, this post wants to ask questions about the ethics of the spontaneous sorts of mapping of water-waste that have proliferated in Angelino social media, as if to sharpen critiques of the lack of social responsibility of the wealthy in a city of sharp social divides, in ways that remote sensing is promising new results in a far more detailed manner for select Los Angeles neighborhoods in order to drill more deeply into the extent of watering of lawns, flowers, and trees that underlies such datasets. But human-scale photographs posted on social media via Twitter has been an initial means to assemble immediately available instances of water over-use.
The spontaneous mapping of such inequalities on social-media is a sort of crowd-sourced shaming to redress unspoken social inequities, with offending addresses lain out on twitterfeeds for the public to see, lest anyone be confused about who has the public interest at heart, and who is most concerned with keeping the brown grass at bay, even without looking at the bigger picture, in something approximating collective rage against the overwatered large yard as an exercise of collective shaming, which has gained a real edge given that the state is poised to levy hefty fines on identified water wasters since mid-2014. It’s triggered a geographical awareness of the steep inequities of water use and comes close to socially sanctioned class-consciousness–
–and its effects on the lived landscape ofBeverly Hills lawns:
Such selective outing of levels of outrageously cartoonish disproportionate use of water utilities may run the ethical risk of crowd-sourced surveillance, where aerial photography approaches NSA-style snooping via overhead drones–the regional sustainability manager for Sacramento’s Utilities Department was said to be “pleasantly surprised” at such snitching last summer, when #drougthshaming took off on the Twittersphere. But the current spate of tweeted outrage expressed on social media has also become a venue for expressing suppressed sentiments of a class struggle, very slightly veiling disgust at profligate over-watering lawns indulged by those running automatic sprinklers as if they were draining regional aquifers single-handedly, with little heed for state-wide water shortages, brought to the front in signs posted in public parks that remind users that “Brown is the New Green.”
Tweets are most famous for unleashing wrath against the privileged who are out of touch with the reality of water-needs–
–at the fact that rhythms of daily consumption patterns are so drastically different across a single city by degrees of multipliers. And is it even a surprise that the mansions of three and a half acres we’ve become used to viewing and vicariously living on Reality TV have been most notoriously cautioned by local Municipal Water Districts to cut the their water use drastically? (Both Barbara Streisand and Kim Kardashian have publicly agreed to curtail their water use–“Kim takes this drought seriously;” said a representative; “she has no problem letting her grass go brown.”)
The targeted social criticism is by no means limited to the super-wealthy:
The steep social discrepancies in water-use have thrown into relief the divided economic structures of the city that we’ve long known about from the American Community Survey–Orange County and Palos Verde residents use respectively thee and two times the state-wide per capita daily consumption rates in February 2015–but now suggest that water wastage among the wealthy is actually undermining the public good in a clearly mappable manner. We have long seen larger yards in specific neighborhoods, but watering practices seem to have grown out-of-hand in expropriating the public resource with obliviousness, even while we blame “nature” for a drought that is increasingly evident is indeed largely man-made, and even may as due to human nature as climate change.
During the summer, such deep discrepancies of daily water consumption are of course placed into even further relief in data visualizations of local levels of consumption, reflecting an apparent rationalization of increased water usage as well as the readiness of covering rising water costs, as lower income families responded more rationally to higher water costs.
To be sure, Northern California has done fairly well to reduce consumption from the Spring 2013–
But it is also true that the aerial photographs of the ambient effects of income inequality that sent Google Earth images viral after being posted on persquaremile reveal the grey v. green dichotomy to be by no means limited to the southland–
Such a democratic appropriation of Google Earth may have paved the way for the tweeting of extravagant consumption of water that has become all too evident in some of the larger Beverly Hill yards, that can be linked to specific addresses.
The calls for greater restraint in water usage since March 2013 is far from clear in much of the greater Los Angeles area, as posters on social media have not only realized, but realized that they were able to publicly point out.
Both a more equitable distribution of water access and a rethinking of such deeply-lying assumptions of personal prerogative to wasting water deserve attention as Californians try to curb continued water use in a responsible manner. We will have to tilt swords with some of the deeper espousers of a free market of deregulated water consumption, but at this point, for better or worse, deregulation has its back snugly against the wall.
And despite the reluctance of water utilities to identify wasters of boggling amounts of public water–as the Los Angeles homeowner known only as Wet Prince of Bel Air, a name won for pumping an incredible annual 11.8 million gallons during the recent drought to his estate. The recent news that 100 residents of such wealthy Los Angeles neighborhoods as Westside have been pumping millions of gallons of water apiece has called for more effective means of recourse than twitter revenge, as such outing bears little fruit; in the light of recently passed laws against over-use of water, remote sensing technologies have been used by journalists at Reveal who are eager to even up the score: taking advantage of new fines assessed against excessive water use, the mapping through Digital Globe and others provides a deeper survey of water use than would be released by Los Angeles’ compliant Department of Water & Power. Indeed, the Center for Investigate Reporting has begun to “out” high water-users by remote sensing–and publishing the maps!
Given the limits of Twitter photographs to document public instances of water overuse, the expansive indulgence of overwatering in such somewhat reclusive sites as Bel Air, perhaps inspired by droughtshaming, have used remote sensing provides a means to assess an accurate record of water-use to map the high use of water to estates to out individual culprits of over-watering, tracking the greening of their gardens by Google Earth and Digital Globe and an assessment of exactly how healthy those yards are.
Using remote sensing of the health of plants–by means of a form of remote sensing developed to detect plant health common in agricultural assessment– the Normalized Vegetation Index (NDVI) helps to pinpoint individual culprits of water over-use might be identified whose identity would be otherwise kept hidden by the county, by measuring the living vegetation that has continued its ability to absorb visible light wavelengths of light, the very ones used in photosynthesis, to create a unique dataset of those with the largest living yards in the municipality.
For the primary culprits are be identified by remote sensing of living green vegetation that remain on such sites as the heavily wooded estate that is maintained by move producer Peter Guber, part-owner of the Golden State Warriors, who indulges his wooded estate with over 2.8 million gallons of water each year, while pushing the Warriors to take up a home in San Francisco to boost their revenues. The owner of the 42-room French-style chateau from TV’s “The Beverly Hillbillies,” former Univision CEO Jerrold Perenchio, who uses up to 6.1 million gallons each year to water his plants and gardens. The owner of the 28,000-square-foot “Bellagio House” whose floral gardens suck up over 4.6 million gallons per year. The technology used of combining infrared and near-infrared light by the Normalized Vegetation Index (NDVI). The NDVI has become sufficiently refined from satellite or drone remote observation to parse and better describe water use and its impact in plants with a great precision, as is evident in the MODIS satellite maps of groundwater in the United States, and to present a highly sensitive reading of vegetation health at precise moments in time, and indeed within given parameters of health, by mapping the presence of water in plants–as one would map the presence of water in the ground.
By means of a similar remote sensing with NDVI, one can effectively map lots’ local water saturation at a scale to detect individually owned gardens such as those that Guber indulges on Lausanne Road in Bel Air–outlined below , with relative vegetative health shown in red colors, showing the highest range of the NDVI–as an accurate way to assess the extent of living vegetation, using infrared and near-infrared light to measure the local health of vegetation with amazing sensitivity, much as is familiar from global maps–but is only recently possible at such low scale thanks to Digital Globe–in ways that can not only identify individual culprits of water over-use, but presumably take them to task.
–or the Casa Encantada owned by Garry Winnick–
For unlike the yellowed out areas of most of even the region of Bel Air, the bright red expanses suggest an odd over-nourishment of gardens even in a time of drought that indeed seems quite newsworthy, and is perhaps able to be viewed by Digital Globe alone.
–and can also be mapped, if with less clear-cut results, by soil moisture:
While such remote sensing from satellites had been confined to national regions at specific times of year,
–or used to map global differences in plant health–
–the local assessment of those who over-indulge in caring for their lawns and flowers is both something close to surveillance and perhaps a form of surveillance that recent laws about water use have sanctioned in California during our current drought.
The odd triangles and spots of green that remain in a drying out landscape in which most of the rest of us live (spot the non-arboreal light green track in the tan landscape shown below?) reveal the levels of water waste which demand to be curtailed, and are emblematic of the golf courses and overwatered farms that we’ve just begun to take stock.
Coffee beans elegantly strewn across the gridded surface of a burlap sack may map the entire world; but they can only belie the fact that the area suitable for growing coffee beans stands to be reduced by as much as half by 2050, if climate change continues. In the face of increasing demands for fresh beans from developed countries, Arabica beans that have long flourished in the ecology of tropical highlands may well stop receiving the year-round rains that not only enable but nourish their growth, and demand more water than the ground naturally holds. With caffeine currently ranked as the second most traded commodity world-wide–the global trade of caffeine is second only to oil, and suggests a similar manner of speeding along through space, adenosine receptors in our brain blocked off because of caffeine intake to block our biological clocks–we seem to be cutting off our own abilities to reflect on the growing crisis of a demand for caffeine, driven by self-medication by espresso drinks, that curtails our ability to reflect on how sustainable the expansion of coffee farming across tropical highlands actually is, long-term, as coffee growing seeks higher grounds with rising global temperatures.
If that isn’t as great a wake-up call as the aroma of coffee, what is? As we shop for single-origin coffee from a variety of global locations, we might do well to consider not only the global footprint of coffee beans, beyond the bird-friendliness and fair trade nature of the beans we brew, but the networks of global exchange by which the brew was not only long nourished, but has expanded to become almost a new lingua franca of the globe. As the number of coffee stores and outlets in airports has multiplied, in a mark of the escalating global demand, the way beans map the world is perhaps less important than the global networks that have facilitated coffee to travel and to circulate so intensively and so abundantly to fill our daily caffeine fix. Indeed, the local coffee shop in Oakland, aptly named World Ground for a shipping hub of the beans that long arrived to be roasted in the old port town, before the container ships started to clog Oakland’s ports with cars, furniture, and cheap imports at cheap overhead, Oakland offered a safe harbor for imported cargo that filled many ships’ holds of those burlap sacks of beans, as well as spices and unrefined sugars, sacks of coffee were taken from the holds by gangs of longshoremen by “throwing coffee” to be sent to warehouses that filled the downtown with its enticing aromas. And the memories of such transport might be conjured, unintentionally or not, but he Oakland shop that used a map not to describe the variety of blends sold but overpowering map of global trade packed into that aroma–
–erasing the actual routes of shipping and the labor of overseas transport, distorting a projection to appear the curling steam emerging form the cup that is the base of the entire superstructure of the coffee business, but conveying the bounty of those shipped beans in the continents off this map–North America, for one, as well as the bulk of Europe–allowing the Yemeni, South American (Honduras, Brazil, , and African coffees to be foregrounded, if sacrificing Sumatra, New Guinea, Bali and Java located in the other hemisphere of this projection. If the aroma was the residue of all that labor on the docks, the cup provided the alluring base of all that superstructure, concealing the imbalances of trade and exploitation that had grown up, of course, in plantation systems. The first map of American coffee foregrounded that sweet spot Oakland lay, in Coffee, its History, Cultivation and Uses (1872) that provided a helpful sense of the global remit of the taste for coffee from the Sandwich Islands to Kuai to the Yucatan, and the global extraction routes of a cup of beans.
A Chart of the Globe Showing the Several Places where Coffee Is or May Be Produced and where it is also Used Coffee: Its History, Cultivation and Uses (1871)
The map tinted the “principle areas serviceable to the growth of Coffee and in which it can be readily cultivated” to inform global customers, and perhaps markets of investors, of the global value of coffee beans after the growth of telegraph lines, suggesting a condensation of the world market for coffee beans that so readily slips to the back of our consciousness and minds, especially before we’ve had a cup. When accomplished food photographer Adam Gault captured an image of roasted beans on a burlap bag, situated on an what seems an Ortelian projection, woven burlap threads recalling a graticule, or just the art of coffee roasting, as beans on burlap are almost a sub-genre of Gault’s work. the absence of the smell of coffee seemed a sanitization of the routes by which beans are shipped globally from the equatorial belt of coffee-growing, but a joke on the near-global appeal of caffeinating with a dark roast. Gault’s clever photograph dates from the Iraq War, curiously, the first to be based on use of GPS satellites as a sort of proof-of-purchase illustration or test of GPS in a global environment,–if the points rendered by beans on the equirectangular faux graticule of a coffee bag suggested the enabling of coffee transport from growing zones as a more pleasant upside to how the nineteen satellites then in orbit allowed “coalition” forces run by American command centers to pinpoint the enemy in a desert terrain.
But the double duty that the coffee bag served as a time-tested GPS grid of coffee beans showed off the emergence of coffee roasting as a global network, allowing beans from economically disadvantaged regions to arrive smoothly onto the counters of Starbucks, Peets, or Cafe Nero for a morning ritual of pleasure. The 1991 print has since become a stock image and shorthand for globalism and globalization, displayed as a mural in coffee shops, that has a clear correlate in the sourcing of coffees from around the equatorial belt, in parallel to the growth of coffee shops as meeting places to sample the distillation of blends defined by place-names, condensed into a drip coffee brew. The photograph strikes one as a record of the reach of coffee farms and plantations, but brackets the global impact of coffee, not to mention the ties of coffee to climate–those networks of trade seem to advertise the global proximity of place to fresh coffee at any point in the world, the roasted bean a neat play on the point-based geography that has been rendered suddenly proximate to the farming of fresh coffee for a customer’s pleasure.
The pleasure of coffee is hardly captured in the image, however, and part of the appeal of the popular “map” may lie in seeing a cartographic joke removed from the ways we sense coffee–its aroma and its taste–both hardly able to be be captured in a purely visual register, as much as questions of what real map a near-global availability of coffee conceals. It is something of a resolution to the question of the great Viennese philosopher posed in a work he completed in Salzburg, toward the end of World War II, investigating the uses of language, and their relation to lived experience, that pondered the lack of words to describe the aroma of coffee–“Describe the aroma of coffee–why can’t it be done? Do we lack the words? And for what are words lacking?–But how dow we even get the idea that such a description must after all be possible?have you ever felt the lack of such a description? have you tried to describe the aroma and not succeeded?“–that may relate to his own interest in describing a Proustian recognition of coffee upon returning from Cambridge to Vienna, taking coffee’s aroma as a case of how any object is described in words, or what language game that might define the familiar ritual of coffee-drinking. If not able to translate the aroma, it might be flattened to a suitably rustic burlap screen, whose appearance a visual crutch orienting you to a variety of pleasant aromas which exist outside language, if hiding the wheels of a global infrastructure of cultivation and shipping allows the barista to fill your cup.
Americans were sold the image of a nearby “land of coffee” of bucolic cultivation in the postwar period, arriving from afar in a world of interconnected global commerce, long before World War II. We were apt to forget how the organization of coffee crops is an inheritance of the plantation economy immersed in a geography of natural resources and ecological imbalances created by climate change. If the history of the plantation and land conversion gained less place as coffee was first promoted as a modern convenience arriving effortlessly and extracted painlessly from a far-off land of abundance whose aroma would summon Americans to their morning coffee in early morning waking hours and as they moved from unconscious life to bracingly hot cups of a steaming beverage, whose aroma triggers in Pavlovian fashion a re-awakening as the welcome taste of coffee and cream to start the day.
“World of Coffee,” Colombian Pavilion, Golden Gate International Exposition, San Francisco 1939
The ‘Land of Coffee’ promoted at the International Exposition noted but concealed the clearing of grounds, weeding, picking “cherries,” washed and fermented and re-washed before air dried in the tropical air for a long voyage to preparing a smooth, rich, amber-clear brew, enjoyed as a rich blend. The travel of coffee beans was black-boxed for the customers, concealing the remote cultivation of beans from a global bean-growing belt since massively grown on a global scale of production.
Today, we know vaguely brand-sounding sites of the farming of coffee beans, of varied intensity and darkness, on a richly described palettes that often assume greater importance as a register of sense-perception than the beans’ provenance. The place-names of coffee beans are a richly robust exotic geography of their own, fair trade, to be sure, but almost independent from an actual global geography, lying like a set of reference points existing detached and at a remove from an physical ecosystem or geography. If coffees are classified as shade-grown, organic, bird-friendliness or not grown in the forest canopy, the remove of coffee from geography growing in proportion to its market and customer demand, not to mention the 500,000 families farming coffee beans in Colombia’s mountainous highlands alone.
If the promoters of Colombian coffee at the Colombian Pavilion promised “the greatest writers, poets, scholars have long been and are today great users of coffee,” which “sharpens the mind” as it “buoys the spirit,” as well as improving physical health and morale, proven by Washington’s classification of coffee as indispensable to mobilized troops, the provision of coffee seemed a peace-time dividend of the beverage grown in plateaus “at the very gates of the Panama Canal,” in a country whose climate, soil, and altitude were perfectly adapted to producing fine coffees for its northern neighbor–and offered a detailed mapping of census of coffee growers and distances of shipping from plantations, from the recent geodetic survey that revealed the with harvesting seasons, free for coffee businesses, marked the scientific status of maps made of Latin America by the American Geographic Society of New York since 1922, rather than state agencies, of apparent authority–elevations, hard-edged contours, and colored relief, even where little surveying occurred: Colombia Growers used the geodetic survey to plot the coffee survey to sell Americans an image confirming the dominance of Colombian goods, using a map made to promote American cartographic imperialism, as well as international trade. (It may appear quaint that the upper left time-table notes distances of plantations and farms to nearby shipping ports, rather quaintly, to promote the well-connected nature of Colombian coffee farms to a global shipping network, but the large bulk of bean transit still arrives today by container ship.). If the timetable of distances from farms to coastal shipping ports seems quaint, the same ports ship beans globally today.
Coffee Map of the Republic of Colombia, World’s Largest Producer of Mild Coffees, Prepared by the National Federation of Coffee Growers of Colombia, 1: 2,750,000 (1933)
Distances from Coffee Centers of Production to Five Coastal Shipping Ports
The global terrain of coffee production has almost astronomically grown to meet current consumption levels, at a briskness that can barely compare to population growth, moving beans from the equatorial band of coffee farming across the globe. Globally, 25 million farmers now rely on their production of the beans today–most of whom are small farmers–but rising temperatures predicted could radically reduce and effectively circumscribe what those in the know call the “coffee map” that tracks the traffic in beans, their shipping across seas, and arrival for roasting, before arriving in the United States of America, in a huge infrastructure of extraction and transport of container ships moving beans globally.
The residents of the United States appear to be perhaps so least problematically united by consuming caffeine that when Starbucks CEO Howard Shultz floated his name as a credible Independent candidate for U.S. President, able to shift a stubbornly challenging electoral map tilted to Republicans, it provoked pangs of angst in the Democratic Party, almost akin to reflux. The emergence of coffee as a new social glue in the United States was perhaps hardly new, but coffee-drinking may be our final national ritual. Starbucks offers an early morning altar of waking sociability, with an ubiquity that probably led Howard Shultz to imagine that the drink’s national popularity might lead to his election even in an age of increasingly oppositional–if not confrontational–politics of hyper-partisan divisions. Shultz’s candidacy might be probably in what is increasingly a nation of coffee- drinkers, where consensus might be best defined around a hot morning beverage, or at least one proven susceptible to coffee marketers, where satisfaction can be perhaps most easily imagined in relation to well-roasted beans. Is drinking coffee together one of the few rites that persists in a landscape of bowling alone?
The threat of self-candidacy of the coffee bean mogul once seemed a clever gambit to reach beyond parties, perhaps one destined to follow the fear of a post-Trump oligarchy that deflated the Democratic Party, and inspired critical commentary from the oligarchical crowd of Bloomberg, Buffett, et al., who presented the real threat of a coffee-driven candidacy as a thwarting of the American people. While the coffee once flowed from Colombia as a sign of America’s cartographic imperialism over Latin America, the image of Shultz as a moderator of the current Pax Americana seems to have tried to convert coffee to a new symbol of American global supremacy in an era of globalization, as if the task of transporting, roasting, and brewing rotating blends sourced from equatorial lands for globally dispersed markets provided a bracing surrogate of American global dominance. Perhaps his candidacy can be understood domestically–Shultz’s popularity as embodying American power grew as if the promise to lower the prices of a venti might tilt the electoral map, and meet cravings that the nation had become plagued: the conversion of beans to espresso-based drinks like cappuccino pose questions rooted in old-style economic geography, however, of shipping beans to roasteries, whose currency demand mapping, as the absence of geographic reflection seems suddenly to render global consciousness soluble in a cuppa joe.
If Howard Schultz coasts on a new wave of the capital of coffee’s aroma, a model of self-fashioning of economic wealth refreshingly different from Bloomberg, Trump, and Buffett, with profit margins far more rooted in investment in intangibles, we might remember coffee’s clear ties to processes of global warming we rarely see in a cup of coffee or scoop of invitingly glistening dark beans. In the lure of the inviting coffee cup, we are perhaps most apt to forget the global fears of deforestation, environmental devastation, shrinking groundwater, and sensitive habitat all underlie the triggering aromas and inviting sight of those scoops of fresh dark-roasted beans. His candidacy can be understood just as well as a form of displacing concerns about global warming, climate change, fragmented ecosystems, and habitat loss, in which plentiful ventis keeps arriving on the counter or in customers’ to go cups, preserving a new normal that sanctions Americans’ continued oblivious consumption of caffeine. If the transport and global sourcing of coffee continues, normality might seem to be able to be preserved.
The sorts of disruption in growing beans that localized drought in those tropical highlands seems almost destined to bring–as the worst dry spell in decades that hit Brazil’s coffee belt, destroying a third of the crop or a decline by a half in coffee bean yields in Tanzania since the 1960s, as temperatures warm and the ground becomes more wet, stand to grow not only the price of the two and a quarter billion cups of coffee we humans consume daily, in what seems like a private experience, meaning that the beans will no longer be so abundant in those burlap bags, or so plentifully and bounteously displayed in buckets that tempt the spending of a few bills on an easy pick-me-up that feels all too eerily like an intravenous feed.
In Columbia alone, coffee leaf rust that is the consequence of weather that is both warmer and wetter stand to damage some 60% of the country’s agricultural land by 2050, making for a decreased abundance of beans and ever more removed cup of joe. Indeed, coffee beans are particular enough about growing conditions that to remain optimal conditions of production, the temperature should remain between 18–21°C, and once rising above 23°C, bean quality declines and the plant grows far too fast, noticeably changing its taste, flavor bouquet, and aroma . . . with a detectable shift occurs with only a rise of only half of a degree at the wrong time in the growing season, in ways that could change coffee harvests far sooner that one might expect.
More than any other sector of life, the tremendous growth of coffee consumption over the past decades invites a daily morning exercise of geographic literacy. In hubs of metropolitan coffee drinking, the local origins of beans are invested with a provenance that is supplemented by detailed descriptions of their practices of cultivation. The geographic here primarily signifies or maps to the gastronomic; provenance of coffee has a deeper resonance than the locations of their roasting, and erases the huge distances traversed in their transportation or the local climates in which they were produced. The importation of coffees and costs of coffee farming are naturalized within local coffee bars as a geographic palate, as we’re accustomed to having Sulawesi, Rwanda, Burundi, and Tanzania among the rotating coffees of the week, and in our cups; their names, instead of the once-dominantColumbian or Brazil beans, are part of our routines that are often stripped of geographic signification as place-names–even though they might be better understood as a geographic lesson with climate warming as its subject.
The Federación Nacional de Cafeteros de Colombia, with offices in New Orleans and San Francisco, as well as New York, thanked the Consulate General in the booklet that it printed for the Colombian Pavillion in the Golden Gate International Exposition of 1939 in San Francisco–an occasion to mark the anniversary of the opening of the Panama Canal, some twenty four years earlier at the Panama-Pacific Exposition, rhetorically asking readers in openly boosterish terms, “How about a second cup of Colombian coffee?” The all caps response–“IT’S GOOD FOR YOU!”–sought to refute fears of the jitters, lack of sleep, or uneasy stomach that coffee-drinking might bring, as it promoted Colombia coffee as the world’s best among global varietals–with some considerable cartographic license–
–if the climactic map that it worked from suggested the deeply colonial cartography of coffee beans on what seems a zonal map, but which is credited to Rand McNally & Co as authoritative record of the global climates in which coffee beans actually grew. On the heels of the recent remapping of much of Latin America in apparently authoritative form by the
“Coffee Growing Countries Follow the Equator,” from The Land of Coffee (1939)
While Colombia showed itself in all caps, second only to Brazil as a coffee exporter, the pamphlet oriented readers to the global market for coffee in the then-current language of globalism. “If you were to fly around the world, following the path of the Equator, and if you could look out across the half of the Tropical Zone on either side of your plane,” it began, using the novelty of the Air Age to describe the accessibility to global markets to which American coffee drinkers could benefit, “you would behold the fifty or more countries–some of them large to be sure, some of them but tiny islands–in which coffee today grows.” While “coffee did not always grow the length of this wide belt that circles the earth at the tropics,” the global networks of trade that facilitated its global spread from the 9th century, when a humble Arabian goat herder was “credited” with the discovery that the roasted beans might create a beverage, if a more survivalist story of a Dervish, Hadji Omer, exiled from the land of Mocha in 1285, survived for days on the berries of one coffee tree while in hiding, was the first to steep some beans after browning them in an open fire, whose popularity was only cemented as the popularity it won in Turkish coffee houses in Constantinople, drawing customers from deserted mosques, lead to the fad to move first to Venice by 1615, and New York soon after by 1640, coffee houses were founded there in and Boston in the colonial period, before the dissemination of the plant to French colonies from Martinique to the East Indies shifted the “map of coffee growing” to lead grounds for coffee planting to Cuba, leading land to be cleared in Colombia, after Spanish colonization introduced the bean to the South American mainland.
Today, the most globalist of all coffee chains, Starbucks, openly invites us, in the age of globalism, to remember a map as a decorative object, where place names are overlapping and indeed colliding with descriptors of the good on a map that seems more decorative than geographical in content, recurring as a backdrop for savoring the aromas of its blends, the global map colored, predictably, a rich coffee-shaded hue, all boundaries elided or obscured in a world that seems saturated by java, as if for the benefit of the drinker’s taste, providing a decorative map to enhance the drinking experience in a roadside Starbucks, on Highway 5.
The lush landscapes in the faux manuscript nautical map overwhelms whatever denotative content of the tropics. The majestic wall map was quite intentionally reduced to a backdrop for taking a coffee break, pausing in one’s itinerary as one is driving along a California freeway and pausing at a rest stop. It is striking that there is barely any attempt in this mock-antique global map of even making any place legible, only vaguely treating the map as a sort of division of coffee flavors, but treating the globe as saturated by the flavor of beans–rather than of states or nations; descriptors are suspended as if disembodied, across a mock gold-leaf field, indicating the earthy, herbal, and chocolate tastes of coffees from “Asia” or the “Pacific”–rather than specifying distinctions of beans originating from Indonesia, Yemen, Java, Bali, New Guinea, or Ethiopia, where the leafs of coffee plants stretch, beneath the Tropic of Cancer. The lands are a uniform brown, saturated with coffee flavors of disturbingly uniform tone, the descriptors lie on a gold field as if to offer themselves as what we sense as coffee consumers.
Indeed, the triumphal map seemed to almsot displaced by the beans’ descriptor of the beans, whose deeply colored beans provide the more compelling descriptor of the coffee that seems to have indeed displaced the very legibility of place, if not its notion in a map, as they become the site of sensing the flavors of “nutty” coffee beans, the islands are left distinctly defined but without any sense of sovereign identity, and the number of coastal islands of possible cultivation almost infinite in number.
As we drink coffee daily, and isolate the coffee-drinking experience as an ecstatic one that almost exists without place–but is based on the construction of a place to drink coffee apart from the work world or the street, in a space of selective privilege and almost private intimacy, can maps even help to process the origins of coffee plants, or the mystification of converting a place-name to a descriptor, in ways that seem to extract the beans’ flavor from their site of origin?
They might not disrupt the individual experience of a good cup of coffee, an intensely pleasurable and even intensely neurologically stimulating activity, but map the names tied to the pleasure off caffeination to the broader land of the land, moving from the domestic sphere of coffee drinking and the half-private space of cafés where the precious brown liquid now circulates before being imbibed at considerable costs, all too easily concealed in the privacy of our pleasures–
Louis Marin-Bonnet, “Woman Taking Coffee” (1774) Cooper Hewitt (inked engraving)
–to the global world in which this space must be situated. and the global markets on which they our all too easily internalized habits of caffeination increasingly depend.
The lopsided distribution of this conversion of toponymy into gastronomy is evident in a map of where this huge rise of coffee consumption and importation has occurred. If coffee beans were introduced to the future United States in the eighteenth century, coffee has become among the leading importers of beans worldwide. Americans now consume some 23 gallons each day (or 22.1 according to Wikipedia)–but declined far below the 48 gallons Americans were said to consume annually in 1946–0r the 62 gallons downed annually in far chillier Finland. Yet it has become part of bloodstream–literally–and an unprecedented (although we lacked earlier metrics) 161,000 folks listed coffee making or serving as a “skill” in 2013.
We might call this the browning of North America, ignoring that the distribution of local blends, pioneered by Peets and popularized by Starbucks, before being refined by Blue Bottle or Four Barrel, masks variations in a topography of coffee drinking in the United States far more variegated than the homogeneous brown of the United States. (The fact that Canada is yellow may seem comforting, but conceals the very urban nature of this social ritual: notice how those brown dots congregate around Toronto, Montreal, Vancouver and Ottawa . . . ) The absurdity of nationally ranking habits of daily caffeination aside (although there’s an academic press title in here somewhere), the most striking aspect of this map is the huge area of the world left in white, shown here only from the equator since no countries below the equator import coffee beans in such quantity.
Indeed, the ten largest coffee importers, mapped in yellow, not brown, suggests the sharp imbalance of equatorial countries whose products tend to wake up folks in northern climes, in a map whose palette is a ramp that seems composed of light and dark roasts.
National Geographic
The more detailed mapping of the production of coffee by bags of beans, mapped by Oxfam for 2001, showed a nicely skewed data distribution, with those non-growing regions left suitably blank, as if they thirsted for the brown stimulant that came pouring (or steaming) in from equatorial climes:
Oxfam
There is a clear “coffee belt” whose discovery and demarcation the Coffee Grower Association of Hamburg claims responsibility for:
German Coffee Association
The Starbucks map referenced geographic precision of “our coffee belt” in decorative terms, as the flower and pods of the beans overlap the geographical content, and the letters on the map are changed to almost decorative forms, colored the hue of coffee.
And a lot of imported coffee is needed–creating what has indeed long been a pretty big business interest in the US, even before the boutiques of metropolitan areas from the 1990s. Even if, once this huge amount of unroasted beans is divided per capita, rendering regions like Canada and Scandinavia distinctly darker, and measured by consumption of cups/day alone, the geographic distribution looks a bit different in 2011 when mapping coffee consumption per capita in this clickable map of circa 2008:
Which returns us to the interests that all maps conceal. By the alchemy of toponymy, the regions from which the beans themselves derive, of course, come from the very equatorial regions that are the sites of forestry. Far from a bucolic image of verdant plains, the expansion of coffee growing has made significant incursions in local habitat, in danger of disrupting ecological niches that this map of coffee-growing conveniently obscures by depicting the bean as growing in undisturbed areas of verdant green.
This is evident in this far more anodyne map, prepared by someone trained in the school of quite openly neo-corporate graphic design:
I appreciate the hand-drawn oval projection, crafted with care in the midwest city of big shoulders, which suggests that if all roads led to Rome, all beans flow to Chicago:
A more informed map might link the cultivation not only to forested regions, but to the very “hot spots” whose local biodiversity is most threatened by global warming, and where the inefficient use of water widespread in coffee cultivation least practical and most pernicious. For it is not only equatorial areas, but from the driest areas on earth:
Conservation International
The overlap of ‘hot spots’ map onto coffee-growing regions alarms; coffee cultivation is widespread in 16 of the 34 most threatened ecosystems. And this is the tip of the iceberg, to use a somewhat mixed metaphor unless one considers iced coffee, of the paradox: privileging the locality of cultivation in maps of caffeine consumption reinforces the fragility of local ecosystems. This is a very different map, speaking map now, from the manner that an earlier cartographical image set the details of consumption as an inevitable but conscious choice, concentrated in one icon, as opposed to the naturalization of growing in isolated pockets of uniform unattractive gray of our analytic objectivity, suggesting the weight of coffee consumption by its distribution of black donuts–an interesting symbolic choice:
Indeed, the conscious coffee drinkers at the Water Footprint in the Netherlands have mapped the severely disproportionate gross virtual water import that results worldwide:
The “flows” of coffee beans might be mapped, if somewhat less legibly, in comparison to those of chocolate, whose parallel commerce from the New World matches it as a popular stimulant from the New World, as Marcie Norton reminds us, that in fact was similar in its function to coffee:
In part, this is a local story, with much of the jumping value of java able to be registered in the Port of Oakland. If the bar graph which groups all beans as a whole, independent of destination, it confirms Oakland’s significance as a global hub of the importation of coffee beans. By 2012, the burgeoning Bay Area community of coffee roasting in the Bay Area took advantage of the fact that Oakland is the second largest site of coffee importation in America, thanks in no small part to the Panama Canal, as engineers who work in Silicon Valley began to scrutinize the thermodynamics of roasting in popcorn poppers or Whirly Pops, stove top, and propane-powered barrel roasters, as close study of roasting past the first and second crack of beans that approached the Maillard process led to the latest expansion of food prep knowledge, as the valuation of the beans imported through Oakland encouraged DIY roasters to fill their kitchens with smoke, seeking the perfect smokiness and acidity in beans whose specific burnt sugar, fig, oatmeal stout, pumpkin and pepitas map worlds of taste contained (and accessible) in coffee beans.
The jump of coffee cravings stateside have expanded at an unprecedented rate fed by Starbucks, with the kilogram consumption of coffee bags breaking world records, per Bloomberg, driven by a nation of junkies whose cravings may only continue to break global records and encouraging disposable incomes devoted to feeding an addiction that is increasingly part of the local landscape of coffee houses.
Let’s recall the lopsided nature of a current map of coffee indulgence that this demand reflects–
–as we note odd emptiness of the very areas where the extractive powers of coffee were so long based if we return back to the Starbucks map from which we began, the areas of Europe, now colored a dun caffeinated color, obscuring that it is the center from which the rage of coffee consumption began.
We might consider the possibility of a re-mapping our daily habits or affectation for caffeination, through this map of the network of coffee distribution and consumption, removed from most familiar geographic categories. The schematic map is courtesy San Jose-trained Roxanne Pasibe:
Or we might consider the huge environmental shifts that the market for farming beans has created, in the “hotspots” for coffee growing that creates new pressures on sustainable lands, and wilderness areas alike, compromising and threatening biological diversity across the equatorial belt. Coffee growing regions now exist in clear overlap with some thirty-four biodiversity hotspots, creating questions, as sustained consumption of the stimulant has spread across the globe with ever greater intensity, that it may compromise both the forest community and biodiversity, as the tentacles of its global trade threaten land stewardship in the most sensitive habitats whose conservation is endangered by coffee farms.
In the initial graphic, the beans naturally drop to the ground, and into our bags. Let’s try to map how they come to get there, and into our cups.
We read more maps than ever before, and rely on maps to process and embody information that seems increasingly intangible by nature. But we define coherence in maps all too readily, without the skepticism that might be offered by an ethics of reading maps that we all to readily consult and devour. Paradoxically, the map, which long established a centering means to understand geographical information, has become regarded uncritically. As we rely on maps to organize our changing relation to space, do we need to be more conscious of how they preset information? While it is meant to be entertaining, this blog examines the construction of map as an argument, and proposition, to explore what the ethics of mapping might be. It's a labor of love; any support readers can offer is appreciated!