They don't speculate on the price of coffee.
They buy coffee, and they fix the price as a differential to the futures market. Thus they use the futures market to hedge their purchase price. (the original purpose of futures markets!).
That is not 'trading'. They are not buying the coffee to sell it on in the same form, they are buying it to process it and sell it as another product (from 'raw' to roasted as an example)
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