I am a human geographer researching agrarian change and the production of commodities and intertwined processes of social, cultural and market differentiation. My research asks how coffee producers in Vietnam make a living by working with specific value chains and agricultural science to shape the quality and value of their coffee. This project is driven by the need for policymakers, industry and consumers to build richer understandings of socioeconomic change from the perspectives of people in production. Conceptually, this research is grounded in agrarian political economy, cultural approaches to economic geography and science and technology studies.