Now, more than ever, consumers are choosing to spend their hard-earned money on companies they know and trust. Long gone are the day of blindly purchasing products off the shelves at the local supermarket. Consumers—specifically millenials—are spending more time researching what they buy in order to positively impact the community. This is intrinsic in the specialty roasting industry. Consumers not only want to purchase coffee from shops that treat their employees with respect, they want to support companies that strive to do good in the world. Since the farming, production, and distribution of specialty coffee involves many players from all around the world, it’s easy for ethical business practices to get lost in the mix. How does a coffee roasting company ensure sustainability and ethical business practices? Although the answer is complex, it is achievable.