How important is coffee to you? ​Increasingly, it's become an integral part of daily lives ​around the world... Some people can't start their day without it. But how much do you know about the industry behind the humble coffee bean? It's not always fair to those who work the hardest, but in Mexico, one collective is seeking to change that. 

Economist Alberto Yrezabal says "In a traditional coffee supply chain, there are an average of eight or nine middle-men between the farmer and the final consumer. And the farmer gets less than 1% of the total value of the cup of coffee that is sold. So the most important thing was that we had to stop selling raw coffee beans."

CGTN's Alasdair Baverstock reports.