...Broj 2 / Književnost i kultura / Tania Lewis - The Ethical Turn in Commodity Culture: Consumption, Care and the Other Tania Lewis - The Ethical Turn in Commodity Culture: Consumption, Care and the Other In a small courty ard at the Univ ersity of Melbourne, there is an unprepossessing, somewhat makeshift looking outdoor café called KereKere. The coffee on offer is organic, Fair Trade, Rainforest alliance-branded and sustainable: a list of options we'v e increasingly come to ex pect ev en in corporate café chains such as Starbucks. But at this café, customers are also asked to decide how the profits from that sale are distributed ev ery time they buy a coffee. As customers are handed their order, they are also presented with play ing cards that allow them to choose from a list of causes where the café's profits will go. The café thus operates in the spirit of ‘kerekere', a Fijian custom in which a relativ e or neighbour can request something that is needed and it must be willingly giv en with no ex pectation of repay ment. The café's y oung ethically minded owner sees this process as fostering ‘a culture that promotes community wellbeing'. At this café, the traditional economic ex change associated with the purchase of a cup of coffee has been subtly mov ed into other territories through the introduction of questions of gift giv ing, and of responsibility , care and ev en lov e (as we see here, the café's logo is a coffee cup with a series of hearts rising from...
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