“…For example, in 2012 the retail value of the U.S. coffee market was estimated at $30e32 billion dollars, with specialty comprising approximately a 37% volume share but nearly 50% value share (Specialty Coffee Association of America 2012). The rise in prominence of geographic origin, emphasizing single-origin coffees has bode well for countries that can market themselves in that light (Daviron & Ponte, 2005;Pierrot, Giovannucci & Kasterine 2010;Wilson, Conley, Harris and Lafone 2012) and has been one of the most successful responses to the global decline in coffee prices (Bacon, 2005;International Coffee Organization 2013;Kilian, Jones, Pratt, & Villalobos, 2006;Roseberry, 1996). However, the volume of coffee moved through specialty, organic, and Fair Trade commodity chains remain relatively small and must be set within the context of changing global coffee markets (Bacon, 2005).…”