The coffee private sectors were the important mechanism in the coffee standards’ development, because they had lots of experiences on the coffee business in the world. A specific market was provided for the high quality coffee. Useful services were also delivered for the farmers. Those incentives encouraged the farmers to adopt the provided standard on their farming procedure. They slowly changed their conventional farming behaviors into acceptable standardized farming methods. Although some conventional farming methods. Although some conventional farming process was not accepted, the 4C was flexible and accepted those farmers as 4C members.