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Roasters And Cafes Should Raise Their Coffee Prices…And Keep Them That Way

Cold snaps, endless shipping delays, and a global pandemic. Caring about anything these days feels like juggling plates. 

Why are coffee prices up? Well, the Brazilian cold snap compromised millions of tons of coffee bags earlier this year, setting a record for the coldest harvest in over two decades and cranking up prices to almost double what they usually are. With the pandemic causing shipping delays and the food and beverage industry struggling to retain workers, it’s small wonder coffee prices have skyrocketed. 

Roasters, cafes, and roaster-cafe hybrids are understandably concerned about customer retention. Raising prices on an already expensive daily commodity is a surefire way to drive the end consumer into the arms of the competition, right?

The question isn’t whether prices should stay raised: it’s whether or not the end consumer will be willing to pay them. 

As someone who has been on both sides of the fence as a coffee buyer and a coffee worker, now’s the best time to get used to what will be a new standard. Roasters and cafes should not just raise their coffee prices, but keep them that way.

Here’s why. 

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coffee, industry news

Like Hawaiian Coffee? You’ve Probably Been Ripped Off

The coffee origin topic is a seed that sprouts a thousand branches. Fair pay. Quality beans. Environmentally sustainable farming techniques.

Kona coffee, a rare and famed Hawaiian origin, has been struggling with an image problem for years. Every time I’ve searched for it I would see countless advertisements insisting just how much more authentic they are than the competition. Little bit of a red flag, right? This ‘hidden in plain sight’ issue has finally reached a head: Daily Coffee News has posted a report on the staggering $13 million lawsuit targeting several roasters and wholesalers for false advertising.

A lot of Hawaiian coffee on the market barely has any Kona beans. Some have none at all. Today’s coffee businesses are well aware, using sly marketing campaigns that actively bank on consumers having little to no clue what goes into coffee sourcing, much less why it’s even important. Several cash settlements have already been made, though the issue is ongoing and is including such industry titans like Safeway and Wal-Mart. Expect to hear more about this.

Coffee origins aren’t just a series of trendy buzzwords to be recited at a party. They give us a bigger picture on what we’re buying, as well as who we’re supporting…or rather, not supporting. I want to support the delicious and unique coffee that comes from Hawaii, not exploitative tactics that bolster big business at the expense of local farmers.