The research paper investigates the profitability of investing in producing for the specialty coffee market, using the Maraba Association as a case study. The paper also develops a strategic analysis and plan for the same association. The study finds that investing in coffee processing and marketing by coffee growers' associations such as the Maraba Association is profitable as long as there is a market for high quality coffee. In addition, strategic analysis and planning identify key success factors as well as action strategies that should be implemented to enable the Maraba Association to be successful in the future.