<![CDATA[This article aims to explore how mentoring services provided by various actors from different organizations with their respective expertise can create value for coffee farmer associations. The research aims to understand how support from cross-organizational experts with their respective expertise can assist coffee farmer associations, understand quality improvements of coffee in accordance with market requirements, understand financial management, marketing management, and most importantly understand the serious environmental issues caused by the coffee production process. Method: The research method used is inductive research with a qualitative approach. With the sources of coffee business actors who are members of the coffee farmer association in East Java and some selected experts. The process is conducted through interviews or focus group discussions (FGDs).The result of the mentoring provided to coffee farmer associations for verbal knowledge is that they have learned to better recognize business opportunities and, most importantly, have a thorough understanding of the national and international market requirements for coffee commodities. In terms of affective learning, the success of becoming a small and medium-sized enterprise (SME) is not a result of innate conditions but rather a result of experience and learning, and is influenced by family members and role models who are related to them. Additionally, encouragement from family and friends, and particularly those who have a close relationship with business operators and have a strong business network, also plays a role. This study can provide practical implications by providing recommendations to coffee farmer associations and their mentors to improve through learning by knowledge transfer from the farmer level to the exporter (agroindustry) level in planning, controlling and improving the quality of coffee according to national and international market requirements.]]>
