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The coffee market is experiencing extreme volatility, yet everything appears calm on the surface. Trade shows are vibrant, social feeds are full of new launches, champions are being crowned, cafes are crowded, and non-profits are celebrating deals as though it’s 1999 in coffee, not 2025. But behind the scenes, conversations are very different.
Importers are hesitating, roasters are quiet, debt is mounting, warehouses are emptying, retailers are holding pricing (or not increasing them enough to cover their costs), producers are stretched (or don’t have any coffee), yet somehow, the vibe in the industry isn’t reflecting the seriousness of the situation.
Why?
Because in our industry, performative gestures often replace transparency. The system rewards confidence, not caution. Optimism keeps the gears turning. Meanwhile, those paying close attention start to wonder if we’re the only ones seeing it.
You’re not alone.
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