Most firms surveyed sell better quality coffees or niche market coffees commonly known
as specialty coffees. Only respondents who were aware of one or more types of the
specialty coffees defined as sustainable coffees (Organic, Fair Trade, and Shade) were
included in the survey. The final sample was therefore reduced by 4.9% to eliminate
those who had never heard of any of the sustainable coffees. The sample size for all
charts and tables is between 1400 and 2089 firms.