Roasters raise prices again, but things are different now

• Specialty coffee has long advocated for paying higher, fairer prices for quality, transparency, traceability, and sustainability.
• But green coffee prices have surged by over 70% since 2022, forcing roasters to raise prices for survival, not just ethics and fairness.
• A recent Reuters report stated major European supermarket chains pushed back on retail coffee price hikes, as prices surged by 20% within weeks.
• Communicating price increases is now more complex, but consumers need more clarity, especially when higher prices are seemingly less mission-driven.

Specialty coffee originally built its pricing narrative around ethics. But persistently high and volatile green coffee prices have changed this.

Since the industry’s inception, many roasters positioned themselves as transparent, responsible buyers. Their marketing strategies were centred around paying fairer prices for coffee that was traceable, sustainable, and higher in quality.

Arabica futures have more than doubled over the last two years, however. Roasters now need to communicate the reasons behind their rising costs in different ways.

Łukasz Jura at Coffee Machines Sale, Julia Ahn at Stronghold, and several people at Trabocca share their insight.

You may also like our article on whether roasters should sacrifice margins or increase prices.

Specialty coffee’s values-driven pricing model has changed

Over the past two decades, direct trade coffee became shorthand for fairness and integrity. Higher prices, in this context, were aspirational rather than burdensome.

Younger demographics, in particular, embraced this idea. According to research, Gen Z consumers are more likely to prioritise sustainability over brand name when choosing where to buy their coffee. 

This messaging brought about brand loyalty. Past price increases were often framed as a values-driven decision – paying more to producers, investing in higher quality, or supporting sustainable practices. 

But it also created expectations that had to be fulfilled. Consumers wanted to experience the outcomes of these premium prices, whether through improved transparency and traceability, storytelling, or exceptional coffees.

Today, price increases are driven by necessity, and roasters now have to raise prices for reasons that feel less altruistic or positive.

“Roasters have always championed their values, and now is not the time to stop,” says Greg Graves, Business Unit Operations Manager at green specialty coffee importer Trabocca. 

“The narrative is shifting; it’s no longer about paying more because it’s right, but also because it’s necessary. But that doesn’t mean customers won’t understand, especially if you bring them into the reality of the situation with honesty,” he adds.

In the new era of sustained coffee prices, conversations with customers have become more uncomfortable. Roasters aren’t raising prices to “do better”, but to stay afloat. This shift in tone – from mission-led to survival-based – makes today’s pricing conversations more complex.

Roasters adjust their prices again

By late 2023, small-to-medium roasters in Europe were paying between US $5 to $6/lb for specialty green arabica coffee, up from around US $2.80/lb in early 2022. In 2025, prices have remained high, with the C price reaching over US $4.40/lb by February, representing more than a 70% increase from three years prior.

This sustained pressure on green coffee costs is forcing roasters to adjust pricing strategies to maintain business viability.

“The roasters I work with are adapting in ways that are both strategic and brutally pragmatic,” says Łukasz Jura, the sales manager at Coffee Machines Sale, the 2009 World AeroPress Champion, and a World Coffee Roasting Championship head judge

“They’re rebalancing blend compositions, shifting origins, and narrowing product ranges, not to cheapen the coffee, but to protect flavour and pricing stability,” he adds. “Everyone is becoming more data-driven; roasters are done with guesswork.”

While it’s difficult to adjust, such a shift in pricing is somewhat inevitable. 

“Everyone is in the same boat,” explains Salvatore Russo, the commercial director at Trabocca. “While each roaster may want to be the last to increase prices, they’ll inevitably need to or risk a drop in quality.”

Adding to the pressure is ongoing climate volatility. Coffee production in Brazil – the world’s largest exporter – has been repeatedly affected by drought and frost. Meanwhile, logistical disruptions and rising inflation rates continue to drive up costs for energy, wages, and packaging.

“We need to adjust to this new normal,” Salvatore says. “When adjusted for inflation, these ‘new highs’ aren’t as high or surprising as they initially appear.”

Confusion, pushback, and the need for clarity

Understandably, some customers and wholesale buyers are expressing confusion or pushing back on higher prices. Many of them believed they were already paying more to support coffee producers and shield the supply chain from volatility.

According to a Reuters report, major retailers in Europe initially resisted price increases, stocking out rather than absorbing costs, after green coffee prices more than doubled in a year. This highlighted widespread uncertainty over who should bear the majority of the financial burden.

“Roasters need to approach this as an ongoing conversation, not a one-time explanation,” says Julia Ahn, the Director of Business Development at roaster manufacturer Stronghold. “For wholesale clients, open dialogue backed with data helps. For retail customers, storytelling and visual content can bridge the knowledge gap.”

As coffee prices continue to remain volatile, the way roasters respond will shape both their margins and long-term relationships with customers and suppliers.

Clear and consistent communication has never been more important, but words alone are not sufficient. In a period of economic strain, consumers are paying closer attention to whether businesses live up to the values they promote.

“There’s a silver lining in the high C market: farmers are receiving better prices. It’s not just that prices are rising – it’s where the money is also going,” says Fernando Seminario, the Latin Sourcing Manager at Trabocca.

“The challenge for roasters is the speed and scale of green coffee price increases,” he adds. “Communicating clearly with clients, emphasising that price hikes are largely due to paying producers more, is critical.”

While the specialty coffee sector has long prided itself on transparency, many roasters now face the difficult task of explaining price increases that feel more transactional than mission-led. In the context of coffee, this means roasters can’t simply cite rising costs; they must show how they are responding in ways that align with their ethical commitments.

Roasters need to communicate more effectively than before

Consumers and wholesale clients are often more understanding than expected, especially when price increases are framed around preserving quality and continuity rather than profit. From social media to packaging to in-person sales calls, every channel is an opportunity to reinforce these messages.

This could include publishing breakdowns of sourcing and import costs, highlighting how margin pressures are shared across the supply chain, or explaining steps taken to minimise price increases, such as blend reformulation, advance contracting, or reduced internal margins. 

“The best conversations are simple and clear,” says Łukasz. “You don’t need a marketing campaign, just an honest explanation. And then back it up by keeping the product excellent.”

However, transparency also extends beyond customer-facing messaging. For those who have built reputations on direct trade and ethical sourcing, consistency under pressure is critical.

“Now is the moment to prove the value of your relationships and ethics,” says Salvatore. “If you’re quick to switch suppliers to save a few cents, what was the relationship really worth?”

While price increases may be unavoidable, there are still ways to mitigate their impact. Some roasters are adapting blend profiles, exploring new origins, or offering smaller-sized products to save costs. 

Others are revisiting packaging design to highlight transparency, adding QR codes or inserts to explain sourcing and costs, or investing in more efficient operations.

“The right roasting technology can significantly reduce labour needs without compromising output,” Julia explains. “Automation doesn’t mean losing control; it means freeing up human resources to focus on quality and customer engagement.”

However, many believe that exceptional coffee – both in terms of quality and monetary value – still exists for roasters, although planning ahead is what is truly integral to their long-term success. 

“Regular check-ins with your importer are essential in this volatile market,” Salvatore says. “Conditions change rapidly, and opportunities arise often.”

Roasters who are honest about their challenges, transparent in their practices, and consistent in their values are more likely to emerge with their customer base – and reputation – intact. 

“We’re transitioning from a growth phase fuelled by cheap capital and low-cost, high-quality coffee into a more mature, financially demanding era,” Greg says. “But that doesn’t mean our values are obsolete; they must evolve.”

Enjoyed this? Then read our article on why roasters are thinking twice before scaling operations.

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