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Shade-grown coffee is an important reservoir for tropical biodiversity, but habitat quality hinges on decisions made by farmers. Our research aims to investigate the link between coffee producers’ decisions and outcomes for biodiversity, using epiphytes as our focal group. Using qualitative methods, we interviewed 33 producers in northern Nicaragua to understand how they connect trees and epiphytes on their farms to ecosystem services and how personal values, access to agronomic expertise, labor supply, and financial stability influence decision-making. We used interview responses to construct six producer typologies. Most producers had strong positive attitudes toward trees and associated them with a variety of important ecosystem services. Smallholders were more likely to connect trees with provisioning services, while producers on larger farms and with greater agronomic knowledge emphasized regulating services. Most producers connected epiphytes primarily with aesthetic values. Across demographics, producers emphasized the restorative potential for shade coffee in repairing damage to soil, water, and nutrient cycles caused by other forms of agriculture. The conservation significance and sustainability of this social-ecological system can be maintained and expanded through economic and capacity-building conservation interventions, especially when those can be connected to values already held by farmers.

“A Very Noble Crop”: Financial Stability, Agronomic Expertise, and Personal Values Support Conservation in Shade-Grown Coffee Farms