The global economy and the paradoxical phenomenon of coffee caused by asymmetry information between producers and consumers, so that the market is not enough to be a price controller. The phenonema requires a solid institutional role at the producer level to cope with market imperfections. This paper attempts to analyze whether collective marketing can provide higher prices and added value to farmers. All respondents are members of farmer groups who do marketing both individually and

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... y. The information was gathered through interviews with farmers, local traders, managers of farmers group, and representatives of companies/exporters. Two marketing chains (individual and collective) were analyzed with value chain analysis. The results showed that in the case of the coffee marketing chain, many actors were involved such as traders, wholesalers, farmer groups, federate farmer groups, and exporters. The involvement of many actors in this marketing chain raised the cost of handling during the marketing process. Based on the results of the value chain analysis found that the marketing chain collectively provide better prices and value added for producers and actors involved.