Companies are in a position to say, ‘We will buy your Fairtrade coffee but we will pay you less than the proper price. If you refuse, we will buy from another Fairtrade cooperative, and you will have to sell at an even lower price, the world commodity price. As you know, there is three times as much Fairtrade certified coffee available as the market will take.’ It is difficult for the cooperative to refuse. There is evidence that companies do this, sometimes paying the full Fairtrade price, but demanding a higher quality (Raynolds, 2009, p. 1089; Valkila, Haaparanta, & Niemi, 2010, p. 264; Valkila, 2009).