Coffee is a major industry coming in second after crude oil in the import and export business, so popular that it is produced in over 50 countries worldwide. However, it holds a quite negative historical background. There are still several trading companies who exclusively control farms and purchase raw beans at a very low price from developing countries, that greatly affect the lives of hardworking farmers in poverty. In addition, even with specialty coffees that have thoroughly enhanced in the recent years in terms of quality, traceability and sustainability, there are still many producers in emerging countries who still do not know how their beans are being used and consumed. Under such circumstances, we questioned what we needed to do in order to support a sustainable coffee culture, while making sure the creators who produce our delicious coffee, are both seen and heard.