Choosing coffee should be as natural as choosing good bread or fresh vegetables – yet few people truly think about the difference between ordinary coffee and coffee that is carefully selected, sustainably produced, and expertly roasted.
At Johan & Nyström, we have always had a clear vision: better coffee for a better world. All our coffee beans are of specialty coffee quality, meaning they have scored over 80 points on a 100-point scale. This means the coffee tastes better – cleaner, sweeter, and more nuanced – and that it has been grown and handled with great care from plant to cup.
But we often get the question: “Why is your coffee so expensive?”
The real question should be: “How can other coffee be so cheap?”
C-market price – and why it matters
The coffee price you most often hear about is the C-market price. This is the global stock market price for coffee and is influenced by everything from weather and currency exchange rates to speculation in financial markets. It serves as a fund, or a baseline, for all pricing discussions in the industry.
We buy our coffee directly from producers and negotiate a price that feels fair for both parties. But we cannot ignore that many of those we buy from – such as cooperatives or producers who themselves buy coffee cherries – have pricing tied to the market. For example, the market price serves as a floor for Fairtrade pricing, meaning cooperatives must adhere to it.
What makes our model different is that we generally see fewer price fluctuations because we pay a higher price for higher quality. This provides better stability for both us and the producers.
Direct Trade – more than just trade
We don’t believe in buying coffee through long chains of middlemen where no one really has transparency into what is actually being paid. That’s why we work with Direct Trade, which means we have full insight into the supply chain – we know who we buy from, what we pay, and where the money goes.
We always pay prices far above the market because we know that quality and sustainability have value. When producers are paid fairly, they can continue to grow exceptional coffee, invest in their farms and the future – and that is reflected in the taste.
Coffee prices – what does it mean for you?
Coffee prices are something many people never think about, but the truth is that the coffee industry is often unfair. Many producers are paid far too little for their work, making it difficult for them to focus on quality and sustainable farming methods.
We want to change that. That’s why we ensure that the money we pay actually makes a difference. For you as a coffee drinker, this means that every cup not only tastes better – it feels better too. You can be sure that the coffee you drink has been produced under fair conditions, by people who truly care about their craft.
Tastes better, feels better
So next time you choose coffee – remember that your choice truly matters. Coffee is not just coffee. By choosing coffee that is grown, sourced, and roasted with care, you not only get a better taste experience, but you also help create a better coffee world.
