When The Wall Street Journal came calling to talk about rising coffee prices, Kevin knew the conversation would hit close to home. The specialty coffee industry was in flux. Tariffs on Brazilian imports were climbing, consumer expectations were shifting, and roasters everywhere were facing an impossible question. How much pain could you pass along before customers hit the brakes?
For CR Coffee, that meant a difficult decision. The drip coffee that had held at $3.35 for years would have to rise to $3.65. It was a move Kevin discussed openly with Rachel Louise Ensign, the reporter covering the broader story of how tariffs and market conditions were reshaping what Americans pay for their morning cup. The piece, "Hell Hath No Fury Like a Coffee Drinker in 2025," hit October 3, 2025.
"I can't even imagine a world where people would stop drinking coffee."
That sentiment captured what Kevin has always believed about this work. Coffee isn't just a commodity to be bought and sold. It's a ritual, a reason to slow down and be present. The tariff situation, the price increases, and the market pressure have consequences, yet none of it changes the fact that people need this. But it does change how we operate, how we invest in roasting, and how we think about sourcing and sustainability. The WSJ piece opened a window into those tensions, and CR Coffee was part of that honest conversation.
Read the full article in The Wall Street Journal to see how the specialty roasting community is navigating one of its toughest seasons yet.