The Federación Nacional de Cafeteros de Colombia (FNC) is one of Colombia’s largest and most important businesses. But in 2008, coffee prices were crashing and long-simmering conflicts between the government and insurgents ignited into all-out war in several coffee regions. Instead of ramping up armed security at headquarters or withdrawing from precarious areas, FNC’s CEO, Luis Genaro Muñoz, decided to implement a 10-year plan of community engagement and peacebuilding trainings. The FNC case illustrates how partnerships with their communities can deliver economic advantages to companies, as those that fully embed typically gain a legitimacy that improves their security and profitability and those of their employees. The idea that a company truly cares about the welfare of its workers and their community can be powerful, especially in places where people have been ignored or even victimised by their own government.