This paper studies the conditions under which quality conventions in coffee can be revised. It shows how value is captured by a collective composed by Colombian producers overseeing coffee quality attributes, engaging in relational approaches and building knowledge with international buyers. Interviews were conducted with selected organic producers in Santa Marta, Colombia and buyers (e.g. in Germany, the Netherlands). Due to the sound relations between the staff of the producer organization and a German buyer, the manager of the collective proposed to also export roasted coffee in addition to green coffee. Although roasting at origin is not common in coffee exports, in the case analyzed existing hesitations were abandoned. Eye-level relationships, trust based on a relational approach and knowledge were key to achieving a collective quality construction and subsequent value capture by producers. Over time, these producers have improved their material quality techniques and become more familiar with the places where their coffee circulates and is valued, allowing them to influence the commercial spheres of the coffee business. The discussion is not about changing quality conventions, but on how quality conventions are institutionalized and the narratives behind them.