A Closer Look at Coffee Importers Most Affected by U.S. Tariffs
There’s something sacred about that first sip of coffee in the morning.
For millions of Americans, it’s not just a ritual, it’s comfort, clarity, and connection all in one cup. But what happens when tariffs on imported coffee shake the very supply chain that brings those beans to your mug?
Let’s walk through this together, not with dry statistics, but with real stories about importers, farmers, roasters, and the ripple effects that reach us all and what companies like Win Win Coffee are thinking about as this story unfolds.
The Unexpected Shock: Tariffs on Coffee Imports
In a move that surprised much of the coffee world, the United States government imposed steep new tariffs on coffee imports, particularly heavy duties on beans from key origins like Brazil and Switzerland. Brazil, for decades the world’s largest supplier to the U.S., saw tariff rates climb as high as 50%, a dramatic increase from the more typical single-digit duties seen in the past. Meanwhile, Switzerland faced tariffs near 39% on products like coffee capsules that it exports to the U.S. market.
This shift didn’t just happen overnight, it was part of a broader set of trade policies aimed at protecting domestic industries but, in the case of coffee, had consequences that sent shockwaves through global supply chains.
When Coffee Becomes Too Costly to Import
For some importers, especially the largest ones who relied heavily on Brazilian coffee, business was turned upside down.
Brazilian exporters, accustomed to shipping nearly 30% of their coffee to the U.S. market, suddenly faced a tariff environment that made those shipments much more expensive. Some traders responded by holding onto their stocks rather than sending them to the U.S., where buyers would have to absorb or pass on the added cost.
Imagine this: an importer signs a contract with an American roaster for a Brazilian lot at a set price. Then, a new 50% tariff is slapped on top. That’s not a small bump, that’s a seismic shift in cost that forces companies to renegotiate, rethink sourcing, or in some cases, pause or cancel shipments entirely.
While some importers continued to bring beans into the U.S. despite the tariffs, others found themselves at a crossroads, absorb the cost, renegotiate terms, or look for new sources entirely. And for smaller importers, especially those without deep capital reserves or existing hedges, the decision became painfully clear: stop or severely slow imports until the tariff picture clarified.
The Domino Effect: Who Felt the Impact Most?
1) Brazilian Imports (and the Companies That Built Their Business Around Them)
Brazil’s coffee exports to the U.S. dropped significantly, in some cases by nearly half year-over-year, as tariff pressures mounted and importers hesitated to bring in costly cargoes.
For large roasters and importers who had built stable supply contracts with Brazilian growers, this was a tough pivot. They still needed beans, they just needed them without crippling cost increases. That meant looking deeper into Africa, Central America, or Southeast Asia, a costly, time-intensive shift in sourcing.
2) Specialty and Small-Batch Importers
Small specialty importers often operate on thin margins and long-standing relationships. When tariffs removed their ability to bring in premium lots at predictable costs, some had no choice but to suspend new shipments while they waited for clarity or explored alternate pathways (such as direct deals with producers outside the tariff structure).
In some cases, importers braced for what economists call a de minimis change, tariffs applied to all shipment sizes, not just the big container loads, making even small lots costlier and less predictable.
3) Swiss Coffee Products
The impact wasn’t limited to bean imports. Swiss coffee capsules, including major brands that U.S. consumers recognize, also faced steep tariffs. Although this didn’t stop imports entirely, it significantly increased costs for importers and U.S. distributors that move products like Nespresso pods into American retail channels.
What Happened Next: Supply Chains and Market Shifts
At first, the tariff shock seemed like a nightmare scenario. Costs climbed. Roasters felt squeezed. Even coffee prices at your local café edged up, as roasters passed some of the increased cost downstream.
But there was an important development: after months of advocacy from industry groups like the National Coffee Association and pressure from businesses concerned about inflationary pressures, the government rolled back many of the tariffs on coffee imports later in 2025. Most coffee is now exempt from the higher tariff regime for new shipments, though tariffs still apply to products that cleared customs before the rollback took effect.
Even with the rollback, the period of high tariffs left its mark. Importers had made strategic shifts. Some contracts were renegotiated. New relationships were formed with producers in Latin America, Africa, and Asia to mitigate future risk.
Why This Matters to You, The Coffee Lover
You might be wondering, “Why should I care about tariffs on coffee beans halfway across the world?”
Here’s the truth: the U.S. is over 99% reliant on imported coffee. There’s nowhere near enough domestic production to feed American demand. That means every shift in global trade policy affects your cup — whether it’s price, flavor availability, or how roasters choose their origins.
When importers pause shipments or change their sourcing, it can mean:
Less stability in supply
Higher wholesale prices
Fewer choices on retail shelves
Pressure on small roasters and cafes to raise prices
That’s not just economic theory, that’s real impact on what you see, taste, and pay.
How Win Win Coffee Thinks About This
At Win Win Coffee, we’ve always believed that coffee should be more than a commodity, it should be a community, a relationship, and a shared experience.
Tariffs remind us of something deeper: the coffee business is built on trust, between importer and roaster, roaster and retailer, and ultimately, between cup and coffee lover. When policies disrupt that trust, everyone feels it.
Here’s how we approach it differently:
Diversified sourcing partnerships so we’re not overly reliant on a single origin
Transparent pricing and open communication with our partners
A focus on long-term stability over quick, volatile gains
We’re not immune to global forces, no importer or roaster is — but by staying rooted in relationships, not just transactions, we can navigate uncertainty with resilience.
The Bigger Picture: A Call for Collaboration
The tariff episode was more than an economic headline, it was a reminder of how interconnected the coffee world is.
Importers, roasters, farmers, consumers, and policymakers all share a piece of the story. When one part is stressed, the whole ecosystem feels it.
Going forward, the voice of the coffee community, from growers to drinkers, will matter. Advocacy efforts, supply chain innovation, and a shared commitment to sustainability and fairness are key to making sure coffee remains accessible, diverse, and delicious.
In Closing
Coffee isn’t just an everyday beverage, it’s a global conversation, influenced by markets, policy, and people. Tariffs challenged that conversation in new ways, but they also remind us why connection matters in our supply chains and in our cups.
As we continue to navigate change, we invite you, coffee lover, industry friend, and curious thinker, to join us in celebrating a coffee culture that values quality, community, and shared purpose.
At Win Win Coffee, your cup reflects a world we believe should work for everyone, from farm to café to kitchen table.
