Commercial vs. Specialty
Commercial coffees are distinct from specialty coffees. They are the generic, roasted and ground coffees offered primarily by the three major coffee companies (Phillip Morris/Kraft, Proctor & Gamble and Nestlé). Commercial coffees usually blend beans of both arabica and robusta types. Even if the beans come from only one producing country, the sources or growing attributes of the blended coffees are difficult to trace or identify.

The bulk of coffee sold as specialty coffee is known as conventional coffee. A conventional coffee is not "farm-identified." The designation may describe bean size (e.g. Mexican Altura), but conventional coffees are always processed and purchased in bulk. Suppliers of these coffees, such as processors who mill or export coffee, are hard-pressed to provide specific growing information on the harvesting or labor conditions. Price is the primary variable, although these coffees are priced at a premium compared to commercial coffees.

Farm-identified coffees include single-estate and organic and socially responsible coffees. These come from a specific farm. Elements of the harvest are usually identifiable - for example, the type of arabica cultivar, the shade coverage over the coffee plants, or the farm's ownership structure.

Organic and socially responsible coffees can only come from "farm-identified" sources, because certification provides the only proven means to verify the market claims.

Farm-Identified Coffees Ownership Structures

The Value of Certification
The greatest threat facing sustainable organic and shade-grown coffee is the possibility that uncertified product will clutter the market and confuse or willingly mislead consumers. One problem is that many roasters and retailers label their products without obtaining certification themselves. Sadly, whenever people pay premium prices for a particular point of differentiation, free riders will always have an incentive to commit fraud.

Independent certification appears to be the best solution. Certification builds consumer confidence and creates a chain of custody. Furthermore, it helps maintain a price premium for farmers, importers and roasters who abide by the rules.