[Video Guide] Why Some Coffees Cost More Than Others: The Truth Behind the Price Tag

Frequently Asked Questions:

Does a higher price always mean better coffee?
Not always. Some brands use fancy packaging to justify high prices. True quality depends on origin, processing, and roasting—not marketing.

What is the “C price” in coffee?
The C price is the global market rate for coffee, set by supply and demand. Specialty farmers often bypass it by selling directly to roasters for fairer pay.

Why do coffees from certain countries cost more?
High-altitude or small-batch coffees have more complex flavors but lower yields, making them rarer and more expensive to produce.

How does branding affect coffee prices?
Branding can make coffee feel more exclusive and raise its price, though good branding often supports quality sourcing and sustainability.

How can I tell if I’m buying truly specialty coffee?
Look for details like farm name, roast date, and tasting notes. Transparent labels—like those from Volcanica Coffee—show genuine specialty quality.

It’s Not Just the Packaging

Let’s start with a common misconception: price doesn’t always equal quality.

As Lizzy explains, “Some companies dress up regular coffee in fancy packaging, add a story, and charge more—it’s all marketing.”

So what really determines value? The answer lies in where the coffee comes from, how it’s processed, and the care behind each bean.

It All Begins in the Coffee Belt

Coffee grows best in a region known as the Coffee Belt, a band of tropical land stretching between the Tropics of Cancer and Capricorn. From the misty mountains of Colombia to the lush valleys of Ethiopia, each origin has a unique flavor shaped by climate, altitude, and soil.

According to Kari, these local factors, combined with innovative farming and processing techniques, are what truly define a coffee’s character—and its cost. “Farmers are experimenting with new methods to stand out,” she says. “These processes take time and skill, but they’re what make specialty coffees so distinctive.”

The Hidden Economics of Coffee

Behind every cup is a global supply chain—and the C price, or commodity market price, plays a huge role. This base price is dictated by supply, demand, and international trade agreements.

“Unfortunately, most of the value of coffee ends up on the consumer side—with roasters and retailers—rather than producers,” Kari explains. “That’s why more farmers are turning to specialty coffee. It gives them more control and better income.”

From farm to port, and through shipping, handling, and customs, each step adds to the cost of your morning brew.

Branding, Quality, and Your Choice

In the modern market, branding can significantly influence price. A strong identity helps roasters charge more—but when done right, it also reflects genuine investment in sourcing, sustainability, and quality control.

As Kari puts it, “If you have good branding, you can charge more, which means you can buy better coffee. It’s not all smoke and mirrors—but it is marketing.”

The Bottom Line

The price of coffee isn’t just about what’s inside the bag—it’s about the people, processes, and principles behind it. Every purchase is a small vote for the kind of coffee industry you want to support.

For a taste of transparency and craftsmanship, try Volcanica’s Costa Rica Tarrazú Coffee or Ethiopian Yirgacheffe Coffee—both ethically sourced and expertly roasted to highlight their origin’s true flavor.

Full Video Transcript: 

"For many of us, coffee is more than just a morning kick — it’s a ritual. But have you ever stared at a coffee menu and wondered why some cups cost more than a meal? Eight dollars or even eighty? Let’s dive into what makes some coffees worth their weight in gold.

Hi, I’m Lizzy, and I’m all about helping you make better coffee at home. If that’s something you want to learn more about, hit the subscribe button. We were lucky enough to catch up with Kari Green, a coffee professional and Q Grader, for her expert insights and stories. If you’ve never seen Kari’s work, I highly recommend it — she’s awesome. We’ll be hearing from Kari throughout the video as we explore the reasons behind coffee’s wildly different price tags.

Before we jump into our coffee journey, let’s quickly talk about why some coffee seems super expensive while other kinds are more wallet-friendly. But here’s a little heads-up — just because coffee comes in a fancy package with a high price tag doesn’t always mean it’s the good stuff. Some companies dress up regular coffee to look special and charge more. It’s all about the marketing.

As we get into why coffee can get pricey, remember it’s not just about the fancy label or story on the package — it’s about what’s inside, where it comes from, how it’s made, and yes, sometimes the hype.

The story of coffee begins long before it reaches our cups, starting with a vital part of its journey — the coffee belt. This magical strip wraps around the earth between the Tropics of Cancer and Capricorn. It’s here that climate, soil, and nature come together to create the perfect conditions for coffee plants to thrive. From the mist-covered mountains of Colombia to the lush landscapes of Ethiopia, each region within this belt brings unique flavor to its beans, shaped by the distinct climate and soil it grows in.

Kari’s insights shed light on a crucial aspect of coffee pricing — the meticulous care and innovative techniques used in processing. These methods, often passed down through generations, aren’t just about tradition; they’re about enhancing flavor, ensuring quality, and yes, determining price. Although the process used often depends on location, the new generation of farmers is constantly finding ways to improve the quality of their coffee and differentiate themselves from the rest of the market.

But there’s more to coffee’s price than just its origins. Behind the serene landscapes of coffee farms lies a complex web of trading and governance that profoundly influences coffee’s journey and its final price. At the heart of the trade is the “C price,” or the commodity price for coffee. Basically, for commodity coffee, it all comes down to global supply and demand. That’s one reason many farmers are putting more effort into producing higher-quality coffee they can sell independently — without being controlled by the C price.

When we talk about why coffees are priced a certain way at the retail level, one of the first things we may wonder is the price that the roaster paid for the green coffee before roasting it. But as Kari explains, green coffee pricing is a really hard topic to break down.

“Even when you have full price transparency from a roaster,” Kari says, “it’s difficult to tell how that price is split between different parts of the supply chain. There’s a report that came out from the Specialty Coffee Association called the Equitable Value Distribution Survey. It interviewed people across the supply chain and found that most of the value of coffee goes to the consumer side — roasters and retailers — and it’s not being proportionately shared with producers.”

Unfortunately, for the majority of green coffee — especially lower-quality coffee — pricing is set by the C market, which fluctuates based on supply and demand. Government policies and trade deals can smooth things out or make them bumpier, influencing how much you ultimately pay for your coffee.

The coffee supply chain is also significantly affected by logistics, which make up a major portion of coffee’s cost. It’s a long journey from the farm to your cup, and you might not think about it, but coffee travels across oceans, navigating shipping, handling, and customs — all of which add to the final price.

While the journey of coffee is grounded in its origins and shaped by trade and policy, it’s ultimately the market’s thirst that dictates its final value. In recent years, we’ve seen a surge in demand for specialty and artisanal coffees. This trend isn’t just about taste — it’s about consumers’ growing appreciation for quality and sustainability.

Branding plays a huge role here. A strong brand can elevate a coffee from a commodity to a premium product, appealing to consumers’ desire for exclusivity and authenticity. Kari adds, “There are a few opinions about this in the industry. I think there’s an argument to be made that if you have nice branding, you can charge more for your coffees — and that allows you to buy nicer coffees. I don’t think it’s completely smoke and mirrors, but it is marketing at the end of the day.”

The premium price often reflects genuine value added through careful sourcing, innovative processing methods, and rigorous quality control. But it’s essential to discern where your money is going — is it towards genuine quality, or just the brand name?

So next time you’re choosing a bag of coffee, remember that your choice impacts more than just your taste buds. It’s a vote for the kind of coffee industry you want to support. Through our journey today, we’ve uncovered the layers that make up coffee’s cost — from farming and processing to trading, logistics, and branding. The coffee world is driven by passion, precision, and dedication.

If you’ve enjoyed today’s video, don’t forget to like, subscribe, and share your thoughts below. Thanks for watching, and see you in the next video."