ABSTRACT
This chapter explores global discourses on conservation and markets by analysing three spheres of relations that significantly influence the effectiveness of shade-grown certification. These spheres include: relations between coffee growers, the Indian state and shade trees; relations between coffee growers and global conservation ideals; and negotiations between private actors and the toggles of market-based conservation. Market-based incentives have proliferated to address environmental degradation, including biodiversity loss in biodiversity-rich landscapes outside statutory protected areas. The chapter focuses on Rainforest Alliance certification, an initiative whose mission is to protect people and the environment by improving farm management. Shade-grown certification in Kodagu is advocated for by a mixed party of private actors such as coffee exporters, certification auditors, certification agencies, comprising either groups or individuals who have publicly supported such initiatives. The chapter argues that conservation programmes, particularly those that are market-based such as shade-grown certifications are implemented in the wider context of disenchantment with conservation in Kodagu.
