The amazing Peruvian success on the international coffee market in a difficult context is the result of a change of economic national model and the capacity of the agents to promote a greater quality in their strategies. The return of an extraverti economic growth model since 1990 stimulated export agriculture activities, and particulary the coffee business. New tendancies on the international markets, which are the proof of a postmodern quality conception, appear and contribute to create new possibilities of valorisation. In Peru, the coffee branch has been splited and two different policies had been set up: the cost domination and the specialized differenciation. In both ways, quality is the center of their strategies. Trade firms promote a greater normative quality of their exported coffee in order to increase their benefits. Producers Organisations foster commercialisation of fair trade and organic coffee, symbolizing the introduction of a postmodern quality in their policies. Peru is now the first international producer of organic coffee and one of the major suppliers of fair trade coffee.
