The study was carried out in Mbinga District, Tanzania to assess smallholder coffee growers’ knowledge, attitude and practice of Coffee and Farmer Equity (C.A.F.E) Practice certification scheme and associated implementation challenges among farmers in the study area. The study employed a cross-sectional research design. The sample size of 188 respondents obtained by using Slovin’s sample size formula was randomly selected and surveyed. A questionnaire, Focus Group Discussions, Key Informant Interview and documentary review were the data collection instruments used to collect data for the study. Descriptive statistic and content analysis were used to analyze quantitative and qualitative data respectively. The study found that the majority of coffee growers were knowledgeable of the scheme, had a favourable attitude towards the scheme and implemented the standards moderately. Moreover, price volatility, the continued incidence of coffee diseases and limited farmers’ participation in standard-setting were the main challenges experienced by coffee growers in the implementation of the C.A.F.E Practices scheme. The study recommends that more training and guidance should be provided to farmers; key actors in coffee certification should enhance farmers bargaining power and access to more profitable certified markets, farmers participation in the process of standard-setting should be given priority, coffee service providers in collaboration with agro-inputs dealers should ensure availability of organic coffee inputs and provision of subsidy on personal protective gears used by farmers during agrochemicals application in coffee farms.Sokoine University of Agriculture