Coffee is an important commodity being traded daily on major commodity trade exchanges in London and New York. Meanwhile, in emerging markets like Brazil, Vietnam, and Colombia, coffee is a major source of revenue, with exports of coffee accounting for, in some cases, over 80% of foreign exchange earnings . As the fourth largest exporter of coffee beans in the world, Indonesia holds a strong opportunity to be a prominent coffee player in the world, not only by exporting raw material to developed countries but also by performing solemn roles in coffee global marketing strategies. Sadly, from preliminary research that I conducted before, I found out that the knowledge level of most Indonesian coffee farmers, particularly in coffee processing techniques, is relatively beyond par. How can Indonesia become a respected global player in coffee industry if the farmers do not simply know how to roast and grind their coffee? Coffee does not only affect world economy. In fact, it touches social cultural aspect in globalization, diffusion of innovations and technology, agricultural sustainability, and human empowerment among coffee farmers. Based on those above notions, I decided to commence on a particular study of a Motramed (Mediated Partnership Model) program, designed and implemented by ICCRI (Indonesian Coffee and Cacao Research Institute), to specialty coffee farmers in Bondowoso, East Java, Indonesia. Over several weeks that I spent in Jember, in ICCRI headquarter, I met directly with ICCRI researchers who are in charge for Motramed development program under Dr. Surip Mawardi’s supervision, respective Motramed farmers in Bondowoso, East Java and Motramed’s social actors. We engaged in an intense dialogue and qualitative interviews regarding Motramed program and its implications towards social, economy, and behavioral change. The study result was tremendously proliferated by myself observation of exploratory study which through that process, I found significant relations between ground theories of development and their field practice.