The search for new and better forms of coffee has inevitably led to the source itself: the coffee farmer. Although in the late 1980s some coffee farms deservedly rose to prominence, they have been the exception; mostly, we confront an ocean of blends, the result of the mixing of coffees from different countries with the aim of producing stable signature profiles marking a roaster's mastery and brand identity. As the demand for specialty coffee increases, though, the widening knowledge and sophistication of its more adventurous devotees are leading them into a realm well traveled by wine aficionados: terroir, where soil, microclimate, and craftsmanship combine to produce the aesthetic signature of a single place. Roasters are finding a palette of coffee flavor profiles unimagined just a few years ago from regions that were in many cases virtually unknown. Farm name or cooperative name, region, country, and variety of coffee bean are becoming the important units of information in this new world of single-origin coffee. The dramatic upswing in the drive to explore and develop origin coffees has been fueled and even accelerated by new structures dedicated to the quality market's continued vitality.