NEW YORK, USA – At the last Cup of Excellence auction, Coffee Bros. had the opportunity to win the #1 coffee from Sítio Santa Luzia of Brazil for $55.00 per pound. With a highly desirable coffee under their belt, Coffee Bros. initial plans to sell it at a profitable price felt like living in a bubble. As global coffee prices hit record highs, Coffee Bros. has decided to make this #1 coffee from Brazil accessible to all coffee enthusiasts at $9.99 —a 65% reduction from its $75.00 retail price.
“Now is the time to double down on specialty coffee and not turn away from it,” says Dan Hunnewell, co-founder of Coffee Bros.
Over the past year, green coffee prices have surged 100%, driven by global supply shortages, particularly in Vietnam and Brazil.
This shift has closed the gap between commercial and specialty coffee, making it more expensive for consumers and roasters to access high-quality coffee. However, Coffee Bros. sees this as an opportunity to educate consumers on the actual value of specialty coffee.
“We want to bring more people into the world of specialty coffee and help them understand why coffees in the specialty coffee range command high price tags,” Hunnewell explains. When customers experience the difference for themselves, they gain a deeper appreciation for what goes into producing these exceptional coffees—and why supporting sustainable pricing is essential.
Coffee Bros. believes in stability and transparency, unlike companies that may chase the lowest price each season. Short-term price spikes do not erase years of financial uncertainty for farmers, and unpredictable demand can lead to market instability.
This initiative is designed to showcase an outstanding coffee and highlight how higher prices, when paired with long-term commitments, create meaningful change for producers.
“These higher green prices present an opportunity for farmers to reinvest in their farms, improve quality, and build more sustainable livelihoods,” Hunnewell adds. By offering customers access to some of the world’s finest coffee at supermarket prices, we aim to spark a conversation about what ethical sourcing truly means and why it’s essential for the future of coffee.
Coffee Bros. anticipates offering similar opportunities to continue bridging the gaps between consumers, specialty coffee, and the producers from around the world at accessible price points.
