It is very easy to take for granted the journey of coffee from the farm to the cup. Many people do not know that the coffee bean is the seed of a fruit and that it must be roasted before being ground or brewed. More and more coffee shops are treating coffee as the fresh, seasonal product it truly is and are promoting it as an ingredient and beverage whose cultivation and preparation require skill. They highlight and honor the wide range of unique flavors that exist, thus revealing the origin and human story behind the beans. Thanks to specialty coffees, coffee lovers are learning about the complexity of production, trade, and preparation. The challenges faced by growers—with low prices and the seemingly harmless trade of the commodity—have led to increasing demand for various coffee varieties. The idea that "quality costs" has long been accepted when it comes to food and wine, and consumers are now beginning to realize that the same applies to coffee.