Social brokerage: Encounters between Colombian coffee producers and Austrian Buyers – A research-based relational pathway

Abstract

The usual economic analyses skip the web of social relations where economic but also social influences are equally relevant. Reinecke et al. (2018) offer a conceptual perspective to study social brokerage (the ‘social turn’) across global value chains. This paper aims: 1) to reveal how Colombian producers and Austrian roasters start social ties (i.e. through social brokerage) and eventually become business partners with the illustrative example of specialty coffee chains, 2) to propose a research-based relational pathway for social brokerage, and 3) to unpack how encounters between producers and roasters originated and developed as well as to identify the required knowledge and coordination devices used. The encounters follow an ethnographic approach relying on participant observation (e.g. in Vienna, Austria and in selected Colombian coffee regions). Coffee is one of the many commodities suitable to analyze social interactions across global chains. Colonial patterns are still embedded in the economic geography of global value chains. The involvement of researchers (including non-Europeans) was key to enhance social brokerage (e.g. structural holes, boundary work) and in that way allowed disadvantaged chain actors to uninhibitedly voice whatever discomfort resulted from those interactions. Although material quality is paramount in the trade of specialty coffee, it shall not be the only guiding coordination device and knowledge construct to be followed by chain actors. Building collaborative relationships is not an easy or static task. Nonetheless, it is key to encourage knowledge sharing, to yield a sense of fairness and humanity across global chains and to cope with opportunistic gatekeepers.