Voluntary Sustainability Standards (VSS) are rapidly increasing in global value chains. While consumers (mostly in developed countries) are willing to pay significant premiums for such stand-ards, it is however not well understood how effective these incentives are transmitted to producing countries. We study VSS in Ethiopia’s coffee sector, its most important export commodity, using a unique census of transaction data at the export level and large-scale data at the production level. We find that transmission of the export quality premiums to coffee producers is limited, with only one-third of this premium being passed on. Moreover, as quality premiums are small and with low average production levels from coffee farmers in these settings, these premiums would only lead to an increased income of 20 USD per year even with a perfect transmission scenario, and would therefore have little effect on the livelihoods of an average coffee farmer.