Greater transparency in the coffee supply chain means that everyone engaged knows exactly where the coffee originated from. Traceable coffee is coffee that can be traced back to the farm (or farms) on which it was grown. Through traceability, consumers can be fully informed about the coffee they drink. This can include information about the farm, its owners and workers, its sustainability and fair-trade procedures, and any social causes or community activities in which the farm participates. It also assists farmers in gaining recognition for growing exceptional coffee and offers incentives to continue cultivating excellent coffee. Farmers can also build a reputation and sell coffee under their own brand.

Greater visibility also aids farmers in developing long-term connections with local merchants and importers. However, the great majority of coffees marketed worldwide today are blended. These are the coffees that are sold as "house blend" coffee on café menus and in stores. Coffee blends are created by combining two to four different types of coffee beans from various countries.

Farmers struggle to gain recognition, and consumers are less likely to know exactly what they are purchasing and from whom they are purchasing it. There are individuals and businesses who work hard to maintain high traceability requirements for their blended coffee, but this is not the norm.