What do millions of people around the world enjoy every day at home and in the office, with their friends and their colleagues? Coffee, of course! Coffee has become such a staple of modern life that most of us can’t imagine our day without it. Worldwide, we drink over 500 billion cups of coffee every year, with 90% grown in developing countries where over 25 million people earn their livelihoods from it. With the average price of a latte costing more than a fast food meal, coffee retailers seem to make large profits from coffee sales. But in a competitive market dominated by large traders, it can be hard for small coffee growers to secure a fair price for their product.