The answer is no. However, businesses don't see it that way. The 'C' market for coffee just fell below $1, meaning businesses are purchasing coffee for less than $1 per pound. Economists have found that, relatively speaking, farmers need $1.25 per pound to 'break even.' So, what are they doing now that they can't? They aren't finding new forms of employment. Coffee is all they have ever known. I encourage you to take a look at this article here: Hidden Suffering. You'll get a small glimpse of what it's like to work in a coffee plantation.