“…First, the presence of a univocal regulatory framework, which refers to explicit, formalized policies and rules on different governmental levels that do not conflict with already existing regulations (Dieperink et al, 2004;Smit et al, 2011;Vermeulen & Hovens, 2006). Second, resources, knowledge and expertise, which denote the availability of assets, infrastructures, facilities, and competent personnel with knowledge and expertise on technical aspects (e.g., tools, diseases, pests, soils, seeds) and managerial/non-technical aspects (e.g., communication and organization (Devas, 1997;Guijarro, 2007;Stapel & Schneider, 2012). The rules should thus be clear for ISCoffee personnel and they should be able to communicate this information in a proper way to companies and smallholders.…”