With few words and no polemics, From the Ground Up shows how an ordinary cup of coffee occupies center stage in the world economy. Traveling with the filmmaker from Guatemala to South Carolina to New York City and seeing each phase of coffee production unfold—the growing, picking, processing, distribution, brewing and selling—one comes to understand that most products we use have passed through the hands, and lives, of countless people in numerous countries. As the world’s second most traded commodity after oil, it’s all about the coffee, and about everything else we consume, consume, consume….

Director: Su Friedrich