[ScottWhigham]

The human interest side of the story discusses how the founders of one Roaster were interested in the well being of Mexican coffee farmers

Which is exactly how one would spin it so that the CEO of the roaster would buy into it...

I know - cynical.

[matt4077]

I run a small organic food business on the side and I'd be happy if someone offered me to test our products. We can't afford it and have to rely on our suppliers.

That's especially true if, as it appears from the quote, the results would be treated anonymously. And for these roasters the risk is even lower because the danger is not to the consumer.

[jdnier]

Yes, cynical. Just Coffee is a cooperative; they don't have a CEO. http://justcoffee.coop/about/