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In this fifth episode, we give you a practical guide to pricing your coffee to ensure your farm is economically sustainable in the long term. We start by showing you how the “C” price is actually set, and why it is not what your coffee is worth.
Next, we show you how to calculate your cost of production and the common challenges producers will face doing this for the first time. We then look at how high above your cost of production. We cover where to find what coffees like yours are really selling for: asking other producers, asking roasters for their spot price lists, V-Hub and the Specialty Coffee Transaction Guide. We also explain why spot prices are only a starting point, and how producers add a 15 to 20% premium by offering consistency, trust and a relationship.
And we finish with negotiation. We explain why many roasters would pay more but have never been asked, and how cultural values of humility and harmony can hold you back. We show you a tool for communicating with buyers from different cultures, what to ask for when a buyer won't move on price, and how to charge for investments a buyer asks you to make.
The Coffee Producer Toolkit is the podcast that helps you run a more profitable coffee farm. Hosted by coffee journalist James Harper (Filter Stories podcast) and fermentation specialist Lucia Solis (Making Coffee with Lucia Solis podcast), it's built for farmers who want to run their farm like the business it is. Over two years we interviewed 50+ producers and experts across 20 countries. Each episode takes one part of the business — agronomy, processing, fermentation, storage, quality, sales — and lays out what the best farms are doing.
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