Behind every cup of coffee there are the farmers and the agronomists tasked with cultivating the crop. Their skills and their work are of fundamental importance to the coffee industry, and some companies want to recognize the roles these people play by honoring their achievements. For instance, Nespresso, the company behind the popular coffee capsules and brewing machines, launched the AAA Sustainable Quality Program in 2003, partnering with the Rainforest Alliance, an international nonprofit that awards product certification for sustainable livelihood and biodiversity protection. The program employs agronomists to advise farmers on sustainable cultivation methods. In October of this year, eight farmers from around the world, accompanied by agronomists, were honoured for their exceptional achievements in the AAA programme at a week-long visit to Switzerland and to Nespresso’s headquarters.