We want it all. And we want it now.

Seventy-five years ago, the tinkling of a spoon in a cup signalled the dawn of a new cultural epoch. After seven years of research at a laboratory in Switzerland, the scientist Max Morgenthaler had perfected the technique of spray-drying liquid coffee into a soluble powder. And so on 1 April 1938, the world’s first instant coffee, Nescafé, was launched and from then on instantaneity came to permeate almost every aspect of our lives…

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On traditional foodstuffs and techniques

When no corner of the world has been left unexplored, and imports come with the stigma of food miles, native rare breeds and heritage fruit and vegetables have become the new exotica. But, as broadcaster and greengrocer Charlie Hicks puts it, since “there’s often a very good reason they stopped growing them in the first place” is there anything more to this new-found love of the old than nostalgia, novelty and scarcity value?

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To profit, don’t just concentrate on profit

So important is trade for human life as we know it that we could credibly define our species as homo cambiens: humans who exchange. There is, however, a competing form of humanity: homo economicus. For homo cambiens, trade is about people and things; for homo economicus, it is only about the maximisation of profit. What homo economicus doesn’t realise, however, is that sustainable profit needs homo cambiens.

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Local versus global is not the real issue

Spot the contradiction. Today, a conscientious, ethical consumer might celebrate the start of Fairtrade Fortnight by walking into a local, independent grocery store in the South-west of England and filling his basket with honey, herbs, chocolate, dried apricots, bananas, even wine from the developing world. He might then go to the till, walking past innumerable signs boasting of how much of the shop’s stock is sourced locally, and pay in a local currency, the Bristol Pound, which uses the slogan “Our city. Our money”. To say there is a tension here is to put it mildly. Yet both Fairtrade and the new localism can be reconciled as two parts of the solution to the same problem: the injustice and unfairness of the current market economy.

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