Coffee should be based as much, if not more, on means as ends. Which is to say, there would be no final product of coffee as we know it, without the farmers and families who grow and harvest the coffee plants and cherries. If they are being exploited and hardly profiting enough to survive, coffee itself is far from sustainable. What is the point of placing emphasis on whether a product is grown sustainably if the farmers themselves are not first being sustained? Indeed, there is little hope for rich diversity in the future of coffee so long as farmers and families continue to starve.