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Ethical trade practices involve paying farmers and coffee-growing communities a higher price than fair trade prices in exchange for a premium product. This allows them to invest in their farms, resulting in higher quality coffee. This is a process of continuous improvement.

The advantages of fair trade extend beyond just the farmer growing the coffee and extends throughout the entire coffee production chain and the wider coffee-growing community. Ethical trade ensures that improvements are sustainable and that benefits are shared among the community.

The production of small batch, specialty coffee requires the involvement of many more people than the production of commodity coffee.