This book examines whether alternative trade relations can produce significantly more money for agricultural coffee producers that conventionally receive exceptionally low returns on their produce. Additionally inefficiencies in international trade systems and draconian policy controls have continued to skew markets to produce an effective coffee paradox with diminishing returns in the south verse a boom in added value in the north. This book extensively reviews national and international controls; through examples they can be seen to produce a status quo underpinned by materialism that marginalises traditional farming practices, while at the same time produces ever greater environmental damage. Through a trading in 'Ethics' this book establishes a basis for positive trade models and identifies where efficacy and transparency can reveal pockets of lost value by: reducing corruption, inaccurate/inconsistent recordings on stock markets, removing subsides and the implementation of ethics through voluntary codes to produce and maintain socially and environmentally responsible trading relationships across the board.