King Seven wrote: My point is that we're terrified of pushing forward on price, despite being excited about what being able to pay producers 2-3 times what we do now could do for quality and sustainability. I'm interested in coffee getting better, and the rate of this improvement is inevitably linked to the economics of its retail.
There have been multiple coffees such as the Geisha Esmeralda and other very exclusive coffees that were very expensive, at well over $50 per pound (eg
) I have no idea on how well such a coffee sells, but it seems that roasters at least try to raise the bar to very high levels at very high prices and that market for those coffees at those prices exists, albeit very small.
I personally feel that the only thing you really can do is educate people on really great coffee. But some people just don't care and will happily pay for convenience and there is no option than to accept that and try to convince the next person. The last 80 years has mostly been a decrease in quality and an increase in convenience, brew method wise. It's a monumental task to reverse that trend. The same way some people are happy with horribly overpriced Bose audio systems whereas in the seventies, everybody had shiny amplifiers that even now stomp all over any contemporary consumer Bose product.
PS. I enjoy reading your blog and like that you ended your digital sabbatical