I would say both Bio and Fair Trade are a must for a product that wants to distinguish itself from the normal discounter coffee.
And of course I find it important to know, that no insecticides were used on the coffee, and that it was bought for a fair price from the farmers. Because the conventional coffee trading is ruled by the big international coffee corporations, which dictate ridiculous prices to the farmers, who have to accept then since they have no other choice. Another modern version of slavery. And the pressure to produce cheaper and cheaper result in questionable production methods again, like increased use of chemicals and so on.