I travel to Colombia’s Huila region to answer a question that’s puzzled me for years: if specialty coffee pays more, is better for the environment, and brews tastier cups—why don’t more farmers grow it?

I speak with two producers in the same region whose choices couldn’t be more different. One stakes his future on specialty. The other opts out.

Their decisions come down to more than passion or a hard work ethic. Instead, I uncover two  starting conditions—often invisible to us buyers—that strongly shape whether a farmer chooses specialty at all.

If we want to see more speciality coffee grown, we need to bring down the barriers to specialty. But first we need to understand what those barriers really are.

The answers might surprise you. They surprised me.

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Taste coffees from Erick Bravo’s award winning farm, Finca El Chaferote

Nerd out on my farm profitability estimations

Season 3 of The Science of Coffee is made possible by these leading coffee organizations:

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