Coffee has historically contributed to the economic and social development of Colombia; However, in the last decades, this agricultural subsector has faced several challenges, both from the international market, which includes the decline in price levels due to the expansion of supply and internal factors, as the revaluation of the peso, phytosanitary risks, and the reduction of available labour, among others. In this sense, this paper aims to identify the transformations of small Colombian coffee growers and some of the new strategies that can generate greater competitiveness. An inquiry is made about the changes that have occurred in the coffee industry in the last two decades, addressing factors such as technology, government policies, production and digital marketing strategies, to identify the key points in which to work to advance towards their development and well-being. In this regard, it is proposed how fair trade favours the commercial processes of small producers.