CAFÉ Practices certification is a standardization  applied by Starbucks Coffee to create a sustainable coffee trade and to fulfill the consumers standards. Certification will be effective and efficient in a particular character of regions and farmers. South Sulawesi has various characters of farmers and regions. Those characters influential to the changing of coffee value chain pattern after the assembling of CAFÉ Practices Certification. A strong customary land is the strongest determinant of the changing value chain pattern in. It makes the  value chain longer, indentified by the appearance of a new node, which is mean a new actor of the chain. The appearance of a new node after applying CAFÉ Practices indicates inefficiency of coffee certification in a region with strong customary land.