Ploy decided that customers deserved to know where their coffee came from, which was a idea in the lane. She put up a board with a photo of Tam and a map of his farm. Below it, she explained how much of each cup’s price went to the farmer. Some customers were to learn that farmers often earn very little. Ploy paid Tam twice the market price, and she raised her own prices , by five baht a cup. She worried that customers would . To her , most of them did not mind. One student said that paying a price felt good. Ben wrote a short of Tam for the board. It described his family’s to the forest. Tourists photographed the board , and the story spread online. Other café owners in Chiang Mai began asking about beans, and Tam received three new . For the first time, his family’s future looked . Ploy realized that can be powerful. When people understand a problem, they are often to help. Tam sent the café a sack of his best beans as a thank-you, and Grandma said the coffee tasted that week.