"But espresso in Italy still costs €1!"
We hear that a lot from customers.
___It's true that in Italy and in Portugal for example, espresso still costs €1. If there is a space for a brief discussion, we like to say to our customers that:
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1) Those blends and brands are not made of specialty coffee, but commodity coffee. A kilogram of such coffee was probably bought for a C-Market price, which now is close to €3.16, and that is probably still slightly below cost of production.
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2) The price range of majority of specialty coffee sits between $7-16 per kilogram.
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There's a lot more in the supply chain that might be explained, but this brief point related to coffee quality and price usually works as an immediate "aha, I didn't know that" moment.