The challenge of ensuring economic opportunities are made available to a country's population is a key function of any government. It is particularly acute in many developing countries where the subsistence economy is dominant and where limited formal employment opportunities exist. For such countries, reliance on cash cropping provides a central plank in earning foreign exchange. More importantly, it provides an important source of cash incomes for the largely subsistence‐based population. Papua New Guinea (PNG) is one such example with a significant rural population dependent on cash crops for their economic livelihood. This paper discusses the country's coffee industry in the context of its producers, most importantly the contribution made by small household growers, and the issues and challenges they face. The paper traces the emergence of coffee as a cash crop in the PNG highlands and discusses, among other things, recent developments in extension and points out possibilities for government intervention to ensure the continued viability of the highlands coffee industry. Conceptually, the discussion acknowledges the significance of relational economics and its underpinnings, particularly reflections of duality of labour, perceptions of coffee as cash crop and markets in the context of Indigenous growers.