Product Description

"Pendergrast has served up a rich blend of anecdote, character study, market analysis, and social history...everything you ought to know about coffee is here."
-New York Times

The first comprehensive business and social history of coffee, which describes how coffee has dominated and molded the economies, politics, and social structures of entire countries. Pendergrast's scrupulously researched and lively anecdotal history provides a window through which to view broader themes of modern-day media and marketing, the rise of mass production, colonialism, women's issues, and international commodity schemes.

Product Details

• Amazon Sales Rank: #35876 in Books
• Published on: 2000-04-21
• Original language: English
• Number of items: 1
• Binding: Paperback
• 504 pages

Features

• ISBN13: 9780465054671
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
• Click here to view our Condition Guide and Shipping Prices

Amazon.com Review
Since its discovery in an Ethiopian rainforest centuries ago, coffee has brewed up a rich and troubled history, according to Uncommon Grounds, a sweeping book by business writer Mark Pendergrast. Over the years, the beverage has fomented revolution, spurred deforestation, enriched a few while impoverishing the many, and addicted millions with its psychoactive caffeine. Coffee is now the world's second most valuable legal commodity, behind oil, according to Pendergrast, who is also author of For God, Country, and Coca-Cola.

"A good cup of coffee can turn the worst day tolerable, can provide an all-important moment of contemplation, can rekindle a romance," he writes. "And yet, poetic as its taste may be, coffee's history is rife with controversy and politics." For example, coffee bankrolled Idi Amin's genocidal regime in Uganda and the Sandinistas' revolution in Nicaragua. Uncommon Grounds provides some fascinating tidbits. Did you know that coffeehouses helped spawn the French and American revolutions? Or that coffee supplanted alcohol as a favorite breakfast drink in Britain in the late 1600s, and later became a patriotic American beverage after the Boston Tea Party? Pendergrast also details the rise and fall of regional coffee brands in the United States, the role of advertising in the industry, the global economic impact of coffee prices, and the recent emergence of specialty-coffee retailers--Starbucks, for example. Finally, he explores the social and environmental ramifications of coffee and highlights recent attempts to encourage a livable wage and environmental protection in coffee-producing nations such as Brazil. Pendergrast also includes an appendix on "how to brew the perfect cup." This wide-ranging book is a good read for those curious about the history and context behind that morning cup of coffee, as well as for those strictly interested in the business side of the industry. --Dan Ring

From Publishers Weekly
Caffeinated beverage enthusiast Pendergrast (For God, Country and Coca-Cola) approaches this history of the green bean with the zeal of an addict. His wide-ranging narrative takes readers from the legends about coffee's discoveryAthe most appealing of which, Pendergast writes, concerns an Ethiopian goatherd who wonders why his goats are dancing on their hind legs and butting one anotherAto the corporatization of the specialty cafe. Pendergrast focuses on the influence of the American coffee trade on the world's economies and cultures, further zeroing in on the political and economic history of Latin America. Coffee advertising, he shows, played a major role in expanding the American market. In 1952, a campaign by the Pan American Coffee Bureau helped institutionalize the coffee break in America. And the invention of the still ubiquitous Juan Valdez in a 1960 ad campaign caused name recognition for Colombian coffee to skyrocket within months of its introduction. The Valdez character romanticizes a very real phenomenonAthe painstaking process of tending and harvesting a coffee crop. Yet the price of a tall latte in America, Pendergrast notes, is a day's wage for many of the people who harvest it on South American hillsides. Pendergrast does not shy away from exploring such issues in his cogent histories of Starbucks and other firms. Throughout the book, asides like the coffee jones of health-food tycoon C.W. PostAwho raged against the evils of coffee and developed Postum as a substitute for regular brewAprovide welcome diversions. Pendergrast's broad vision, meticulous research and colloquial delivery combine aromatically, and he even throws in advice on how to brew the perfect cup. 76 duotones. Author tour.
Copyright 1999 Reed Business Information, Inc.

From Library Journal
In this enlightening sociocultural chronicle, journalist Pendergrast (For God, Country & Coca-Cola) focuses on the popularity of coffee, especially in the Western Hemisphere. Coffee-drinking came late to the New World but was embraced almost immediately. It accompanied settlers on their way west (Native Americans referred to it as "black medicine") and was popular with soldiers in the Civil War and both world wars. Pendergrast's book is filled with stories about the rise (and fall) of coffee dynasties like Hills Brothers and Folgers and of how the fledgling advertising industry helped promote each. The book concludes with the advent of specialty firms like Starbucks. While it lacks the extensive industry overview that characterizes Gregory Dicum and Nina Luttinger's The Coffee Book: Anatomy of an Industry from Crop to the Last Drop (LJ 4/1/99), it provides substantial background on coffee production as well as making an entertaining yet serious attempt to understand the popularity of the beverage. Recommended for academic and larger public libraries.ARichard S. Drezen, Washington Post News Research Ctr., Washington, DC
Copyright 1999 Reed Business Information, Inc.

Customer Reviews

Not a "caffe latte" history
If you are looking for something light that offers some tips for tasters or a cultural history on some of the exotic places that coffee is grown, or even an appropriate book for your coffee table, I suggest you look elsewhere. This book is none of that. This book is pretty narrow in focus and limits itself to discussions on the history of coffee growing and the business end of the industry. Topics covered include trading, marketing and distribution, consumption patterns, the emergence of cafe's and big coffeehouses, and the social, environmental, and political issues in both the producing and consuming nations. As with so many recently published books this one suffers from a pop-culture sounding title which is deliberately eye-catching, but misleading with its grandiose claim. These titles work best with popular science books about arcane subjects that changed the world set in stories about eccentric heroes and villains. I enjoy those books but this is a different book. This serious work is more referrence book than story. Don't get me wrong though. UNCOMMON GROUNDS: THE HISTORY OF COFFEE AND HOW IT TRANSFORMED OUR WORLD is too well written and has enough anecdotes to provide the "latte" for what could otherwise have been simply a dark and thick text-book.

One of the issues that Pendergrast focuses on is the stark social contrasts between where coffee is grown and the markets where it is consumed. As we read on it becomes very apparent that for Pendergrast, researching this book was part moral lesson. He pays special attention to issues of economic justice and makes us see some of coffee's story in this light. He says coffee "laborers earn an average of $3 a day. Most live in abject poverty without plumbing, electricity, medical care, or nutritious foods". After shipping and processing the product arrives here at market where "cosmopolitan consumers routinely pay half a day's Third World wages for a good cup of coffee." Along these same lines Pendergrast talks about a movement in the speciality coffee sector towards the idea of "fair trade" coffee which seeks - in the slogan of one of the companies - to offer "Not Just A Cup, But A Just Cup". Equal Exchange in the US and Max Havelaar Quality Mark coffee in Europe are the best known groups that say we should consider human rights issues when choosing a brand.

Equally as interesting is the topic of "bird-friendly coffee". Basically it involves a long standing debate over the merits of "shade coffee" (grown under a canopy of trees and thus bird-friendly) or "sun coffee" which is grown on open and exposed slopes. As happens with most things, the discussion ends up as a political argument with opponents of the ecological approach labelling it politically correct coffee. Perhaps that's true, or maybe as others have suggested, it's a brilliant marketing strategy for selling speciality coffee. Pendergrast doesn't say what he thinks but his presentation of a few facts gives us a hint. "Of the fifty-four million Americans who consider themselves birders, twenty-four million actually travelled in 1991 to observe their avian friends. In the process, they spent $2.5 billion - and who knows how much of that went for strong predawn coffee?"

Want to know about coffee prices? Prendergast explains. "One thing I have learned through my coffee research: One consumer's poison is another's nectar." In other words it's all relative and price is very subjective. "Then there's the psychological factor. The rarer the bean the more expensive and desirable. Hence, Hawaiian Kona and Jamaican Blue Mountain command premium prices, even though most coffee experts consider them bland in comparison to Guatemalan Antigua or Kenya AA." Of course price is a function of supply and demand and no discussion of coffee could end without referrence to the US. We are the largest market and the home of the biggest coffeehouses (Starbucks of course). The Finns however beat us cups down when it comes to per capita consumption.

I've lived in both Kenya and Jamaica and have had my fair share of their coffee and am a birder myself. The books coverage of those topics was therefore of particular interest to me. Whatever your tastes and interests and whether or not you even drink coffee, there's much to learn and even more to enjoy in this fascinating look at our favorite brew.

Coffee makes the world go 'round
It's not everyday you find a five hundred page book on the history of coffee. But then again, most coffee fans take their jobs quite seriously. Author Mark Pendergast has chronicled ups and downs of this remarkable commodity on an unprecedented scale. He takes us from the discovery of the bean in the hills of Ethiopia all the way to the despicable excesses of Starbucks. The first few chapters of this book take us on a jaunty trip through coffee's early history, including the ruthless and colorful European traders who were responsible for introducing the Western world to the bizarre beverage. Pendergast, a businessman by education, then settles into a wonderfully readable economic history. The structure of the material centers on the companies and international agreements that make up the international coffee system. But unlike so many commercially-oriented histories, Uncommon Grounds is eminently readable and captivating. The characters in the saga are fascinating: from American industrialists to Latin American peasants to African warlords to European consumers, there are people involved in this story, not just money. If you have a yen for coffee, grab an espresso and read this book. You won't find weighty theories on how coffee forms the basis of all human history, rather a fun, a caffeine-inspired trip through modernity with java-tinted glasses. -- HistoryHouse.com

The Prism of History
Uncommon Grounds is the best history of coffee and the coffee trade to be published in English in over three-quarters of a century.

Mark Pendergrast has provided both to the casual reader and the coffee professional a perspective on the history of coffee and the coffee trade that has the ring of truth.

Pendergrast has not bothered the reader with myths of goatherds and mullahs, but focuses on the documented true story with the adventure and lure of fortune to be found in the brown gold that is coffee. We can sense the anguish and torment of peon and slave, and feel the silk-shirted personalities of the 19th Century robber barrons who created the great coffee fortunes. We cry with the Central American farmers, and cheer on the fledgling specialty coffee roaster/pioneers of the 1970's who created the new coffee business which heralded the myriad of consumer coffee choices of today.

The reader is swept along with the flow of history, as it is paralleled in the telling of coffee's fortunes and the fortunes of the men and businesses who have pursued it's financial promise. By the last chapter Mark Pendergrast has our cup running over with knowledge and understanding. Uncommon Grounds' text, authoritativly annotated and footnoted, brings coffee into sharp focus, warts and all. The picture is clear, well textured and on balance, an appealing and fascinating one. Uncommon Grounds, by Mark Pendergrast is sure to be enjoyed by the coffee lover on your gift list.

......

The reviewer, a professional roaster/cupper is Gourmet Specialties Editor @ Tea & Coffee Trade Journal, founded in 1902, the oldest and most esteemed trade organ serving the international coffee community.