The coffee supply chain's complexity and lack of transparency raise concerns about the social, environmental, and economic conditions of smallholder farmers. Tracing a coffee back to its source is crucial for understanding quality and taste profiles, but it's not enough; responsible buyers must also verify sustainability issues and incentivize positive change. Technology can help gather information on these issues, and the industry needs to be held accountable for data reliability and transparency. Ultimately, traceability is just one tool in a broader effort to make coffee more sustainable and equitable.