It seems like an odd moment for the US media to do a hit job on Brazil’s coffee industry. Nineteen days later, a Delaware-based NGO named Coffee Watch, which provides no funding transparency on its website, conducted a media blitz against Brazil’s coffee industry. Coffee Watch built on the stories of eight workers rescued by Brazilian federal labor inspectors from what the Brazil’s government called “slave-like conditions.” These workers came from five of Brazil’s 330,000 coffee farms. Brazil’s coffee industry provides 580,000 full time jobs and millions of harvest-season temp jobs. Today, 78% of Brazil’s 330,000 coffee farms, producing around 48% of the total amount of coffee, are small-holder family farms.