Coffee is becoming a less affordable luxury, and customers like you are feeling the pinch. Here’s what’s happening and where your money is going.
Coffee is becoming a less affordable luxury, and customers like you are feeling the pinch. Here’s what’s happening and where your money is going.
The C Market Is Up—And This Time It’s Different
Green coffee prices have risen 100% in the past year, and are expected to continue climbing. This surge is due to a shortage in Vietnam and other global production challenges, especially in Brazil. Unlike previous fluctuations, commercial coffee is now trading at or above specialty prices, closing the gap that once set specialty apart.
When the market rises, costs go up:
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Cooperatives now pay farmers higher minimums in line with the global price.
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Rising commodity prices increase wage expectations and labor costs on farms.
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Businesses borrowing more money for costlier transactions have higher expenses.
How Does Counter Culture Coffee Balance Rising Costs?
We’ve spent decades building strong relationships with coffee producers, paying consistent premiums for quality and sustainability. While some cost increases are unavoidable, the trust we’ve built creates mutual support during volatile times.
We’ve also worked hard to keep our business costs low without compromising what we pay farmers or the quality of our coffee. We prioritize our resources on the coffee itself, minimizing expenses like complicated packaging. Around 50% of our income goes to buying green (unroasted) coffee and we constantly look for ways to grow without significantly increasing other costs.
Don’t Higher Prices Benefit Farmers?
Yes, however, the long-term outcomes are more nuanced. Price and relationships are crucial in creating lasting, positive impact.
A single season of higher prices cannot compensate for years of financial uncertainty. When companies prioritize hunting for the best quality or lowest price each season without committing to specific farmers, they contribute to instability. In contrast, the Counter Culture Coffee approach of maintaining stable relationships provides farmers with the predictability they need to invest in their crops, improve quality, and build sustainable livelihoods.
Be A Part of Meaningful Change
True change in the coffee industry requires transparency, commitment, and a dedication to fairness throughout the supply chain. At Counter Culture Coffee, we highlight our partners, the prices we pay, and the relationships we’ve built, ensuring accountability as we work to make coffee’s future brighter.
Great coffee shouldn’t just taste good, it should do good. By choosing coffee with purpose, every cup you enjoy supports a system that prioritizes long-term success. Thank you.
