20 Jul Drink Coka Quina Light… but do not (I repeat, do not) ask for a discount from the “caserita”
A radio ad for Coka Quina (a Bolivian soft drink) is making the rounds, in this ad one consumer orders a hearty plate of food (full of carbohydrates), including the “yapa,” and then adds a Coka Quina Light to his order… to “balance things out,” they say. The implication is that the light beverage can somehow offset the indulgence in food with “yapa.”
I have no issue with drinking Coka Quina—in fact, I don’t even mind the “yaaa” at the end of the commercial. What does make me sad (and what I disagree with) is the reinforcement of the so-called “yapa.” For readers outside Bolivia, yapa here refers to an extra portion (usually of food) offered for the same price. In simple terms, it’s a “hidden” discount.
Why do I disagree?
Because people who prepare food on the street and farmers are particularly vulnerable from an economic perspective. They share two key characteristics:
The majority are self-employed.
Most earn a monthly income equivalent to Bolivia’s minimum wage—about USD 300.
The following figure shows the number of rural workers by product type and monthly income. Let me explain this with a couple of examples for clarity. As you can see, there are about 350,000 people engaged in potato production, earning an average monthly income of Bs 500 (USD 70). Additionally, there are around 100,000 people involved in farmer chickens, earning slightly over Bs 2,000 per month (almost USD 300). A large proportion of these individuals fall into the self-employed category.
Shifting our focus to people selling food in our country, the next figure shows that over 145,000 individuals work as self-employed vendors.
The next figure highlights the net profit of these self-employed workers after deducting the cost of ingredients used to prepare their delicious offerings. For instance, more than 27,000 street juice vendors earn an average monthly income of Bs 2,015 (about USD 300).
If you can, avoid asking for yapa—or better yet, pay a little more than the requested price. That caserita (because 80% of workers in the food sector are women) and the other participants in the production chain will thank you. The Coka Quina and the “yaaa” are on you.
Best wishes and have a wonderful week.
S. Mauricio Medinaceli Monrroy
La Paz
July 20th 2020
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