When a Tariff Becomes Part of the Story: Coffee, Communities, and Connection
Here’s the thing about coffee: behind every cup is a journey of soil, stories, and people. At Win Win Coffee, we don’t just ship beans; we roll up our sleeves, meet the farmers, and listen. Our roasts from the earthy Signature Blend to the vibrant Kenya Dark Roast carry more than flavor. They carry trust.
A Morning Ritual And a Curveball
Let me take you back to last Tuesday morning. I’d just poured myself a hot, rich pour-over of Birthright-Ethiopia (one of my favorite groggy-eye heroes), when I spotted the flash news: a 50 % tariff on Brazilian coffee imports had just kicked in. Suddenly, my morning calm went from steeping beans to steeping concerns.
For decades, Brazil supplied about a third of U.S. coffee. But now, with tariffs this steep, importers are hitting pause, asking to delay shipments or cancel new deals, waiting to see if the policy will shift. I envisioned roasters scrambling to revise their blends, cafes bracing for price hikes, and small producers, whose families count on each harvest wondering if they’ll make next month’s payroll AP News.
Why This Matters … and Why You Should Care
A. Consistency Matters.
Starbucks, for one, uses only Brazilian arabica in its famous blends, smooth, familiar, dependable. Switching origin isn’t just extra cost; it’s changing a flavor story people recognize.
B. Small Roasters Feel It Most.
On-the-ground café owners in New York, already dealing with sky-high rent and labor costs, now face bean prices rising fast. Many fear that sticking with current prices may turn loyal customers into at-home brewers.
C. Farmers Are Getting Hit, Too.
Across the ocean, in Brazil, small producers, already challenged by drought and market instability are grappling with the prospect of canceled orders and stalling income.
Why This Is Win Win’s Moment
Here’s where our story becomes yours:
We build direct connections with farmers, listening to their needs, honoring their culture, and making sure every roast represents a handshake across continents. We don’t rely heavily on one origin; instead, our diverse offerings let us adapt, stay steady, and support farmers from Ethiopia to Colombia.
So when news of market disruption hits, our community isn’t scrambling, it’s leaning in.
Brewing Through Uncertainty: Tips for Your Cup
Diversify Your Beans: Try rotating between Kenyan, Ethiopian, and Colombian origins. Not only will your taste buds stay curious, but you’ll also build resilience against supply shocks.
Make the Most of What You Have: If you’re a roaster or café, ride out delayed Brazilian shipments by leaning into other roasts. Embrace it as a chance to tell a new origin story.
Stay Transparent with Your Customers: Folks love feeling part of the journey. Share where your beans are coming from and why. (Hint: At Win Win, our stories go deeper than bean bags.)
A Personal Coffee Anecdote
Remember that Kenyan roast I mentioned earlier? One afternoon, a customer named Mia stopped by, eyes wide with surprise. “This tastes like what I drank back in Nairobi,” she said. We ended up chatting for half an hour, her stories of mornings on a porch outside Nairobi, the laughter of family, and the vivid aroma of fresh roast. In that moment, coffee was more than caffeine; it was connection.
That’s what we’re building. A community where every sip carries a story, and every story brings us closer.
A Warm Call to Our Community
So here’s to you, whether you’re sipping at home, running a café, or just browsing blog posts: let’s embrace diversity in flavor and origin. Let’s stay curious and compassionate. Let’s let our coffee choices say we care, about beans, about fair stories, and about each other.
Because when trade shifts, tariffs rise, or beans get delayed, what matters most is that we stay grounded, connected, and brewing on together.
