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.
Continue reading “Roasters And Cafes Should Raise Their Coffee Prices…And Keep Them That Way”
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