In fierce competition for picky customers, coffee companies in need of premium beans are increasingly lending support to Asian and African farmers. "There is a struggle for resources," says Oxfam's Frank Mechielsen. "Companies are afraid they won't have enough supply in the future." Magnifying shortages is the rush of companies jumping into the high-end single-serve market, expected to grow more than 50% to $12.6B by 2015. Among the companies attempting to secure first-rate beans: Nestle (NSRGY.PK), Mondelez (MDLZ), and D.E. Master Blenders (DEMBF.PK).