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Most coffee certification schemes are developed by Northern-based businesses and NGOs to regulate the production of coffee in the South. It is questionable whether these Northern-driven standards correspond to the preferences of coffee farmers in the South. Understanding farmer preferences and taking them into account when developing or improving certification schemes is believed to lead to more internalized, and therefore more effective standards. However, there is a lack of information ondoi:10.5539/jas.v7n6p20 fatcat:6bos3f2gizan3asjqchuyg54oi