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This is the second of a three-case series (IMD-2-0103 to IMD-2-0105). This case takes the reader through the actual creation and growth of the fair trade coffee business from 1985-2001. Here it shows that the case is based on the Max Havelaar Company. The Mexican farmers form a co-operative to gain more control over the coffee value chain. In doing so they get both better prices for their work and an overall better quality of life. The distribution side of the business has some success, but not as much as was hoped for.