“The last step was convincing the customer to pay for it. A customer accustomed to a two-dollar cup of coffee will startle at the idea of paying five dollars for a cup of direct-trade Ethiopian coffee. But if the customer knows that five dollars is the actual price that cup of coffee should be – the correct price to ensure that everyone involved in bringing that cup of coffee into existence is being treated humanely and given a chance to live with dignity – would that customer balk or step up?”
