Right.
So I'm writing a class for our wholesale customers called, "Coffee Industry Fundamentals," (it was originally called "Elucidating Exogenous Variables in Coffee Futures: An Aggregate of Impending Retail Expediencies," but that was a bit cheeky sounding) that briefly touches on the basics of growing, processing, importing and roasting of coffee.
The bulk of the class will be focusing on green coffee pricing - why it is where it is, how long it will stay there (speculative, obviously), and how they as cafe owners and retailers can adjust their businesses to remain profitable in these uncertain times.
There has been a tremendous response so far, a good number of RSVPs, and I want to ensure that I'm giving our customers value for their time. So I wanted to ask you all what you thought was the most important thing a coffee retailer could remember in a market like this (rising prices, static demand). What information would you want to impart to wholesale customers to give them hope, and lift their spirits?
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