Michael Jones is the CEO of THRIVE Farmers Coffee. THRIVE Farmers International is a socially-oriented start-up with a new model for the coffee supply chain. The traditional supply chain for coffee is often criticized as being exploitative of farmers and the environment. The THRIVE system allows farmers to own their product further along the supply chain. Thus, the farmers function like a vertically integrated operation, selling a high-value product and retain the corresponding profit margins—5 to 10 times what they would get in traditional markets. As a result, the THRIVE model connects farmers and consumers directly. THRIVE offers customers the value of “knowing who grows” their high quality coffee. In consideration of its value proposition and social goals, how does Michael grow THRIVE? This case is a teaching case suitable for an advanced undergraduate or graduate course in marketing or strategy.