This study assesses the effectiveness of private coffee standards in improving both environmental and socio-economic sustainability in Uganda. The authors combine socio-economic survey data with ecological field inventory data from certified and non-certified producers, finding that coffee standards in Uganda are not as socio-economically and environmentally impactful as consumers expect. Whilst certification can improve either a farm’s socio-economic or environmental performance, they rarely address both. Multiple certification is found to be counterproductive, and it is recommended that improving standard design to ensure productivity within ecological boundaries would be more effective in mitigating the observed trade-offs between socio-economic and environmental outcomes.