Coffee, being a fruit, comes from the earth and from the effort made and the care taken by the producer who manages the coffee trees. Therefore, coffee farmers are the starting point of the value chain of this agricultural commodity, one of the most important in the international trade. Growing and harvesting coffee require knowledge and experience and we can safely conclude that the coffee producers’ work is the hardest and riskiest in all the supply chain. Therefore it is paramount to value and give visibility to the effort farmers make in order to allow consuming countries to enjoy this special and renowned drink.