For several decades, coffee companies and coffee retailers were criticized (and rightly so) for benefiting from the tiny profit margin that the farmers actually made on their highly-valued product (as most income went to the middle levels of the supply chain). There have been attempts to remedy this situation, and now most coffee sold in the world is considered _____ coffee, which has a more equitable balance in terms of who earns the profits (although the middle levels still earn a sizable portion, with the end retailers also earning large profit margins)