Folgers Cafe Latte

Coffee drinkers adjust to price hike for a cup of joe

FARGO – For many coffee drinkers, the price of coffee is like the price of gasoline: It doesn’t matter how high it goes – they’re still going to buy it.

“Whatever the price is, that’s what the price is going to be. You fill up,” explained local coffee consumer Florian Weilke.

The self-proclaimed coffee addict said he drinks at least 20 espresso drinks each week, and while local prices haven’t changed, he’s seen it on the national level.

“I spent an awful lot of money at the airport in Minneapolis this morning for a cup of coffee, so I am under the impression that they’re going up,” he said.

Nationwide statistics show a significant increase in coffee prices.

According to U.S. Department of Labor statistics, a 1-pound can of ground coffee sold for an average of $5.10 in April, up from $3.64 the year before.

Hit with wildly increasing costs for beans from growers, coffee roasters are charging more to supermarkets and other retailers as a result.

J.M. Smucker Co., which distributes the Folgers and Dunkin’ Donuts coffee sold at stores, said last week it was hiking prices for a pound by 11 percent – the company’s fourth and biggest increase in a year.

A few days later, Starbucks – which had already raised prices on some coffee drinks in the fall – said it would raise prices for bags of coffee beans sold at its cafes by 17 percent.

Over the past 12 months, the price of green, unroasted coffee on the big commodities exchanges has gone up nearly 92 percent.

“These are big increases – and I don’t think we’re done with it,” said food industry expert Phil Lempert, who edits the blog SupermarketGuru.com. “We’re going to see higher prices on coffee for a very, very long time.”

Spurring the run-up in bean prices is a combination of bad weather in coffee-growing regions, increased demand from developing countries such as China and intense speculation in the commodities markets, experts said.

But for most coffee drinkers, the price would have to go up substantially before a change would be made.

“It will not impede an addict,” Weilke said.

Out of more than 400 surveyed in an Inforum.com survey Monday, 55 percent said coffee prices would affect them, while 44 percent said it wouldn’t.

Kelly Soensken of Fergus Falls, Minn., said she hadn’t noticed increasing prices, but would change her habits if prices got too high.

Folgers Café Latte Soluble Coffee Drink Mixes wins the 2007 ...

What Makes a Great Soluble Coffee Drink Mix?

Coffee drink mixes have a wide appeal, especially to those who don’t like regular coffee. Offering vanilla, mocha and caramel flavors, soluble coffee drink mixes deliver that coffee kick in the morning without the bitterness and acidity associated with regular coffee. They’re much easier to make, as well—just add hot water and stir.

Our chefs define high-quality flavored coffee drink mixes as dissolving completely without too much stirring. Floating particles and undissolved chunks of powder should not remain after stirring, though it is appropriate for a slight film or oil droplets to appear on the drinks’ surface. The aroma should be complex, with the specific product flavor (caramel, mocha or vanilla), coffee and dairy notes adding to the complexity. There should not be any inappropriate off notes that detract from the overall aroma and flavor.

Taste balance is optimal when sweetness is the most noticeable taste. There should also be a touch of bitterness to prevent the coffee from being too sweet, but sourness should not be discernible.

With a pronounced intensity, the flavor of the coffee mix—caramel, mocha or vanilla—should be the dominant flavor, followed by lower dairy and coffee flavors. The drink’s overall character should have the same complexity as the aroma, delivering caramel, mocha or vanilla, dairy and coffee notes.

The mouthfeel of flavored coffee should have a rich and creamy weight. The drink should not be thin or watery, nor should it be waxy. Finishing cleanly, it should not leave a greasy coating in your mouth.

The product judged was defined as soluble coffee drink mixes for the consumer market, not including ground coffee, instant coffee or pre-prepared coffee drinks. This judging included caramel, mocha and vanilla coffee drink mixes. 

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