GCCoffee pays a premium price to enable marginalised small-holder coffee farmers living in remote sub-counties bordering Bwindi Impenetrable National Park to improve their lives, which keeps them from resorting to damaging the forest through activities like poaching and removing resources like wood. This in turn helps protect the gorillas and their habitat.

GCCoffee also provides training and capacity building to farmers to improve sustainable agriculture practices. GCCoffee targets coffee drinkers and tourists via shops, tourist lodges, airports and international distributors to market and sell coffee.