The current coffee market situation over the last few months has been “uncertain, confusing, and constantly changing” as RoasterKat acknowledged in the Panel. This is particularly true for Brazilian coffee, subject to a 50% import tariff.

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In this environment, feeling isolated is easy. That's why we brought together three US-based roasters for a candid discussion on their strategies:

• Sam LaRobardiere, Owner & Head Roaster, Theory Roasters in Redding, California.
• Natalie Van Dusen, Founder of Treeline Coffee in Bozeman, Montana.
• Patrick Riordan, Head Roaster & Roasting Ops, Palace Coffee Roasters in Amarillo, Texas.

They shared their practical, on-the-ground insights for how they're navigating this crisis. Here’s what we learned.

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1. Pricing and financial strategy

The most immediate challenge is financial. With a 50% increase on a major origin, standing still isn't an option.

• Implement "replacement pricing" now: Sam offered a crucial piece of financial advice: implement "replacement pricing". This means raising your prices now to reflect the higher cost you'll have to pay for your next coffee purchase, not the coffee you already have in-house. This strategy builds the necessary capital to avoid a cash-flow crisis when it's time to re-buy.

• Create a financial cushion: Patrick shared that his company, Palace Coffee, implemented a price increase on July 17th specifically to compensate for the tariffs. Similarly, Natalie noted that Treeline did a large price increase in the spring to create a "cushion" for the volatility they saw coming.

• Give wholesale 30-60 days' notice: For wholesale clients, Sam stressed the importance of giving 30 to 60 days' notice before a price change. This gives them critical time to adjust their own menus and pricing, which is essential for maintaining a good partnership.

• Don't sacrifice quality: While it might be tempting to cut costs by lowering quality (like adding Robusta), Sam was clear: that's not a viable option for a brand built on quality. He emphasized that if you're raising prices, you must maintain excellent customer service and product quality to justify the new cost.

• Offer more options: Natalie shared a creative alternative to a simple price hike. To "ease the blow" for subscription customers, they expanded their offerings to include their more economical grocery store coffees as a subscription option. This gave customers more choice and control over their price point.

2. Coffee sourcing and blending

With Brazil—the base of many espresso blends—becoming prohibitively expensive, roasters are forced to get creative.

• Identify your alternatives: The hunt for replacements is on. Sam is looking at Mexico and Peru to replicate the chocolatey, full-bodied, and low-acid profile of his Brazilian coffee. Patrick agreed, adding that he is also exploring options from Oaxaca (Mexico), Peru, and Bolivia.

Looking for specific Brazil substitutes? Our sourcing team has curated a list of available coffees with profiles that can help you build your new blend.
See the "Plan B(razil)" coffee list.

• Leverage your roasting style: Sam, who uses a post-roast blending method (roasting each component individually), noted this gives him a major advantage. He doesn't have to re-engineer his entire blend; he can simply focus on tweaking the roast profile of the new component (e.g., the Mexico) to fit its new role.

• Consider "spot" vs. "futures": Patrick explained that in this volatile market, forward contracting is risky. He's currently buying more "spot" coffee (coffee that is already in a warehouse and available for immediate purchase). The advantage, he says, is that the tariffs are already known and included in the price, which makes it much easier to plan for.
• Explore buying groups: To offset rising costs, Sam mentioned he's started talking with other local roasters about forming "buying groups". The idea is to combine their orders to buy a larger volume, potentially securing a better price from the importer.

3. Communication with customers and staff

How you talk about these changes is just as important as the changes themselves.

• Be proactive and multi-channel: Patrick shared that his team used an email and in-person marketing campaign to let customers know a price increase was coming and why. Natalie agreed, noting her team uses social media and email to communicate directly with customers.

• Support your front-line staff: Natalie made a powerful point: your baristas are on the front line and often "experience the brunt" of customer reactions. She spends significant time educating her staff on the reasons behind price increases so they feel prepared and supported, and so they can direct customers to management for deeper questions.

• Use QR codes for deeper explanations: Sam suggested a simple, practical tool: a QR code on packaging or at the register. This code can link to a short video or a written note explaining the "why" behind the price changes, offering transparency to customers who want it.

• Acknowledge communication gaps: Natalie noted that it's much easier to communicate these changes to customers in her own cafes. It's significantly harder when there's an intermediary, like a grocery store, where the product is just a price on a shelf.

4. Mindset and community

Finally, the panel discussed the "soft" skills required to stay sane and resilient.

• Remember, you are not alone: Natalie shared her key coping mechanism: remembering that this isn't a problem unique to her business. The entire industry is facing this, which means customers are likely seeing price increases everywhere. This perspective helps reduce the feeling of anxiety and isolation.

• Find the creative opportunity: Sam beautifully articulated the two sides of the coin: on one hand, he's "bummed" to potentially lose a great producer relationship in Brazil. But on the other, the "creative side" of him is excited. He sees this as a forced opportunity to go back to the drawing board, "retool" his blends, and potentially create something even better.

• Lean on your network: All three panelists agreed that community is everything. Patrick called his importer relationships "invaluable". Sam and Natalie both emphasized that they are in constant contact with their importers and other roasters, sharing information and checking in. In a volatile market, your network is your greatest source of information and support.

The path forward: From insights to action

The insights from Sam, Natalie, and Patrick point to a clear conclusion: the old, transactional sourcing model is broken. The future requires a strategy built on community, transparency, and proactive planning. Algrano was founded on these exact principles. Here, you are gaining visibility, control, and assurance with every purchase.

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