Choosing Fair Trade coffee assures that the people growing the crops are sustained by getting the fair market prices they deserve instead of the prevailing low-ball price. This is not to artificially skew their profit, but rather to correct for an artificially depressed market. The imbalance is due an unfair valuation based solely on commodity prices. This basis does not compensate for the high customer demand found in the high-quality Arabica market. The distinction is well known by middlemen and wholesalers but not well rewarded unless they respond to the market reality of an increasing customer preference for Fair Trade coffee.