This paper analyzes the potential of sustainability standards to address the current turmoil in the coffee industry through the lenses of Global Value Chain (GVC) analysis. How do sustainability standards affect the structure of the coffee marketing chain? Do they actually address and/or solve problems of sustainability in its economic, social and environmental aspects? Can different sustainability standards be coordinated or harmonized to improve their actual impact? Can sustainability be addressed in mainstream markets as well as in niche markets? Is there a role for public regulation (national and international) for the development, harmonization and/or implementation of sustainability standards?
