“I’m writing this editorial to offer a bold choice to coffee drinkers, roasters, importers, and industry professionals of all stripes around the world. What if we just stopped calling it Geisha? I posit that the industry should choose to use Gesha instead, in perpetuity moving forward, and to abolish “Geisha”—and all of its unfortunate linguistic abuses—to the grounds bin of coffee history.
There’s several potential advantages to this choice.
Consumers new to Gesha coffee will no longer assume that it’s named after the Japanese geisha performing arts tradition.
We can hopefully, and definitively, avoid seeing any future instances of Orientalist imagery being used to market and reference this coffee.
We can wax poetic about this truly delicious and inspiring coffee variety while properly evoking its Ethiopian heritage, and without confusing consumers as to its origin.”