This analysis shows the phenomenon of strengthening the cul­tivation and exploitation of the specialty coffee segment in the department of Huila, considering that until a few years ago the region was devoted exclusively to the production of traditional ca­fes with little differentiation. The study is part of the phenomenon of motivation that led to migrate from traditional production to the production of special and differentiated coffees, part of mo­tivational theories raised by Abraham Maslow, David McClelland and Clayton Alderfer. The research was approached from a cualitative approach, using the technique of in-depth interviews. The sample consisted of 15 farmers from the department, among which are the 4 cups of Ex­cellence winners. In this respect it was found that indeed the producers over the last 10 years passed from one segment to another, were motivat­ed by social and personal, closer to achieving true social recog­nition and stand out as an exclusive group of producers in the region factors.