Getting great coffee to market might seem like a simple proposal. Farmers grow the coffee, we drink the coffee, and diverse actors in between perform specialized tasks that add value to the product – tasks for which they are rewarded with a share of what we pay for the coffee. In the case of coffees of extraordinary quality, the rewards to farmers and roasters – and prices for us as consumers – should be a bit higher, creating incentives all along the line for increased investment in improved quality. At least, that is the way it should be. But in Guatemala, that logic seems to be breaking down.