In this session Luis Fernando Samper will explore the role of intangibles in coffee. The role of intangibles in the process of value creation and distribution is often overlooked. However, as the new SCA Value assessment form suggests, specific provenance information, which SCA calls “extrinsic attributes” can generate value among procurement professionals as “signals” associated with quality. Leveraging these attributes to communicate to consumers with both emotional and rational arguments can be a significant driver for economic sustainability at origin/source level.