Jose Cuervo is a coffee farmer in Colombia. Not satisfied with the prices large coffee corporations offer to local buyers, he installs roasting and packing equipment and develops a website to sell his organic, shade grown coffee by the pound directly to consumers around the world. His production, roasting, and advertising costs are $5 per pound. Customers pay actual shipping fees for deliveries made directly to their addresses.During International Forest Month, Mr. Cuervo offers a special promotion in which he allocates $1 from every pound of coffee he sells to organizations that conduct reforestation programs in Central America. This activity is known as