Are you buying coffee wholesale from a roaster? In our discussions with roasters about their wholesale programs, we frequently hear that they want to serve you and help you realize your vision. They typically avoid telling you about the struggles they face behind the scenes. But roasters have no shortage of struggles, and they secretly wish they could tell you more about them.
We sent a survey out to roasters this summer asking them about wholesale coffee pricing and what they wished their wholesale partners knew about how their business works. We heard from thirty roasters producing between 6,000 and 500,000 pounds of roasted coffee per year on this question—most of whom wanted to remain anonymous. We organized their answers into ten clusters.
1. Wholesale Coffee Margins Aren’t What You Think
Six roasters commented that wholesale partners often misunderstand the margins and model of wholesale roasting.
- “The margins aren’t as big as you think.” — 6,000 lbs/yr
- “I think cafes think wholesalers are making a much higher profit margin than we are, thinking that we are manufacturers buying green coffee for pennies. We put so much care and effort into sourcing and quality control.” — 500,000 lbs/yr
- “Margins are tight, sales are hard, and it’s mostly repetitive factory work.” — 5,000 lbs/yr
- “Lots of hidden costs and other unthought-of costs.” — 20,000 lbs/yr
2. That Coffee Was Paid For Months Ago
Three roasters noted that wholesale partners don’t realize that the roaster has already dished out capital to pay for coffee well in advance.
- “We don’t pay C market or even close to it. I have spent the money six months to a year before you ever get your order, so I am already carrying it.” — 145,000 lbs/yr
- “How difficult the supply chain has been to navigate the last few years—the risk we carry to ensure they have the product they need.” — 20,000 lbs/yr
3. A One Dollar Per Pound Wholesale Price Increase Equals Just Five Cents Per Cup Retail
One roaster lamented that wholesale accounts push back on price increases when they are capable of spreading out the cost across drinks without much impact on their own menu prices.
- “The difference of $1 per pound (increase in price) on their wholesale coffee price equates to just 5 cents more per cup of coffee or double shot of espresso. Why not charge another 10 cents retail and work with a full-service roaster who buys high quality, sustainable coffee, and who delivers on what they promise?” — 130,000 lbs/yr
4. Shopping On Price Hurts Everyone
Four roasters touched on how rigorous price-shopping from wholesale accounts, and the willingness to switch partners at the whiff of a price increase, is
- “Lack of commitment is a killer to coffee roasters.” — 180,000 lbs/yr
- “Cafes that select a roaster based on price are doing the entire industry a disservice. As it is, there is not enough money across the supply chain for specialty coffee to be sustainable.” — 130,000 lbs/yr
5. Prices Are Likely Going Up in 2027
Ten roasters (the largest cluster) commented that prices will continue to increase because the costs to operate a roastery are increasing as well.
- “I hope that cafes know that we very much do not want to increase their prices, but are forced into new price territory by unpredictable increases in price.” — 300,000 lbs/yr
- “It’s way more expensive than it used to be, and we are at the mercy of the commodities market.” — 80,000 lbs/yr
- “We are farm-direct: if the prices go up on the farms, we have to raise ours as well. If the tariffs are 50%, we have to deal with those as well. All the control we want, from farm to cup, is really put to the test when we, in the end, have no control at all.” — 8,000 lbs/yr
- “Coffee costs rise and we try our best to keep them to a minimum. We’re also not just a roaster but a retail location that pays similar costs for beans as our customers.” — 90,000 lbs/yr
We asked a follow-up question about how roasters will approach prices in 2027: 52% say they will raise prices next year, 45% say they will keep prices the same, and a sole roaster said they will lower prices.
6. Roasters Are Absorbing Costs As Much As They Can
Seven roasters said they’ve eaten cost increases repeatedly over the last couple of years to minimize price increase sticker shock among wholesale accounts.
- “Between tariffs, green coffee, and rising costs on literally everything else, we absorbed so many expenses last year.” — 100,000 lbs/yr
- “We often absorb the cost burden when the C market fluctuates without changing our prices, so when we do implement price increases, we only do it once the market has been trending high for months.” — 500,000 lbs/yr
- “Coffee is an ever-changing agricultural product. The price is constantly changing, but we often keep our prices steady. It’s not easy, but we always appreciate an understanding cafe when we do need to raise prices.” — 35,000 lbs/yr
- “The wholesaler takes a lot of the uncertainty and variability in the market to ensure consistency and reliability to the cafes.” — 50,000 lbs/yr
Notably, 41% of roasters who took the survey answered a multiple choice question: “We are making it work, but absorbing too many rising costs”.
7. Pay Your Invoices On Time
Two roasters indicated that late payments place a large burden on their cash flow.
- “Pay your bills on time. We’re not your bank. Financing is the most expensive part of this.” — 150,000 lbs/yr
- “Invoices really need to be paid on time.” — 20,000 lbs/yr
8. Roasting Happens On A Schedule
Taking orders, roasting coffee, degassing freshly roasted beans—most roasters follow a regular weekly workflow. Rush orders can throw that off (if your roaster slaps on a rush fee, there’s a reason why).
- “If you call in a bulk order and want it the same day, that may be difficult on both sides—roasters usually plan orders in advance so coffee is fresh, rested, and available. We can usually accommodate it, but it throws off the off-gassing because we’ll need to roast again to backfill the emergency order.” — 36,000 lbs/yr
- “They need to have coffee on hand always, and not plan to use coffee the day it’s roasted. They all assume that if they order 100 pounds and want it in one hour, coffee magically appears.” — 50,000 lbs/yr
9. You Can Roast Yourself, But Maybe Don’t?
Five roasters lamented that their coffee shop accounts often want to get into roasting for themselves eventually, but that they struggle to size up the challenges of the roasting model.
- “You should only do it if you’re willing to learn about botany, agronomy, logistics, and markets.” — 5,000 lbs/yr
- “Coffee roasting and sourcing is about as opposite a business, skill set, focus, and expertise from running a coffee shop as can be. To do it even part way right and be successful, you need to dedicate yourself fully, and it’s very expensive and risky.” — 50,000 lbs/yr
- “It is never as easy as just turning green beans brown.” — 70,000 lbs/yr
10. Your Roaster Wants To Be Your Partner More Than A Supplier
Seven roasters want buyers to know that they can be more than coffee suppliers. They know that building long-term relationships and partnerships makes the most sense for all sides.
- “We are a resource for you. Not just a vendor, a partner. I often see a cafe buy the wrong equipment or install it incorrectly. We’re here to provide support. If nothing else, at least as a thought partner in what we’ve seen [running a coffee business].” — 110,000 lbs/yr
- “We are partners. As prices fluctuate, we can help them adjust their retail and drink prices accordingly. We provide research for the local market and share this transparently with all of our wholesale customers.” — 75,000 lbs/yr
- “Creating a flavor profile is very easy for a roaster who understands quality. We run into folks all the time who are specific to their flavor profile that we can match with some sample roasts, cupping, and triangulation.” — 60,000 lbs/yr
By and large, the challenges that roasters discussed in the survey are not personal. They’re more about the economics of sourcing, roasting, and selling. But the roaster-cafe relationship runs on goodwill, and that makes it hard for roasters to share their struggles with partners, like the green coffee price rollercoaster or the difficult cash flow cycle.
So they said it to us instead. Now you know.
