More Than a Cup: Why Coffee’s Value Goes Beyond Its Ingredients

We seem to be at that time in the news cycle where headlines warn of an $8.00 coffee. As the CEO of a specialty coffee company, I find myself in the middle of the conversation. Cafe owners are telling me they fear raising prices and losing customers, while consumers often tell me their daily coffee habit is becoming too expensive, with some suggesting coffee at home is just as good.

The reality is, that without making adjustments, many cafes are stuck in a survival mode that feels unsustainable. Trading down quality seems like the only option. But that’s not the answer. It’s a race to the bottom.

I took a moment to reflect on how we, in Australia and New Zealand—the very heart of the specialty coffee movement and world-class cafe culture—arrived at this point. How did cafe owners get to the stage where they fear charging more for a better product?

Let’s set aside the obvious answer, cost inflation. It’s clear to everyone that the cost of green beans, freight, rent, wages, electricity, and insurance have all skyrocketed.

If you look at coffee through a simple business lens, it makes sense that a cup of specialty coffee, a product that’s hand-picked, roasted by professionals, and prepared fresh by a trained barista in a cafe that opens before dawn, should cost more today than it did five years ago.

So why do we react so strongly to a $6 latte, while many won’t blink at paying $5 for bottled water, produced in bulk by a large multinational company?

Here’s my take: as an industry, we’ve focused too much on the cost of ingredients. We've taught consumers to view coffee as a commodity instead of an experience.

We’ve missed a more important conversation, one about how coffee makes you feel, the act of service in bringing a fresh cup to you, and the importance of a thriving cafe culture that forms the backbone of our communities.

At Coffee Supreme, our mission is clear. We aim to enhance lives by cultivating greater connection, collaboration, and creativity.

We’ll always put the kettle on because we believe in the power of coffee to bring people together, creating a true sense of belonging.

This belief is rooted in our commitment to uncompromised quality, from sourcing to roasting to barista training. But we also know that our cafe partners play an essential role in sharing that experience with you every day.

So, what’s a cup of coffee really worth? I could give you a number, but the real answer lies in what it takes for a business to thrive and sustain the essential role it plays in our community. And I’m confident it’s more than what we’re paying today.

So next time you visit your local cafe, ask yourself—what does it mean to you, and what are you willing to pay to protect it?

Andrew Low, Coffee Supreme CEO