This paper argues that smallholder coffee producers in the Gayo highlands are not prospering due to two main factors, namely structural and cultural barriers. By using an ethnographic approach as a method of data collection, analysis and representation of data, the author wants to show that there are two main obstacles that have caused smallholder coffee producers in the Gayo highlands to not move towards the concept of farmers using modern post-harvest technology inputs in order to increase production before selling. either to cooperatives or other buying companies.