Coffee is the most well-established fair trade commodity. Most Fair Trade coffee is "Coffea arabica," a type of coffee known to be grown at high altitudes. A lot of emphasis is put on the quality of the coffee when dealing in Fair Trade markets because Fair Trade markets are usually specialized markets that appeal to customers who are motivated by taste rather than price. The fair trade movement fixated on coffee first because it is a highly traded commodity for most producing countries, and almost half the world's coffee is produced by smallholder farmers. While initially sold at small scale, currently multinationals like Starbucks and Nestlé use fair trade coffee.