Victor Melgar's coffee farm

Lisa House, Salvador Melgar, Barry Barnett

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


This case study focuses on a coffee farmer in Guatemala who, given current low coffee prices, is worried about his ability to maintain the family tradition of coffee production. He wonders whether the current low prices are just another of the periodic downturns in the volatile coffee market or whether the market is experiencing structural changes that will have long-term implications. In the case, the farmer is presented with three alternatives, including continuing to produce and market commodity coffee. The other alternatives involve changes in production and/or marketing practices intended to increase profit margins.

Original languageEnglish
Pages (from-to)94-111
Number of pages18
JournalInternational Food and Agribusiness Management Review
Issue number3
StatePublished - 2003

ASJC Scopus subject areas

  • Food Science
  • Business and International Management


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