Rethinking the Value of Coffee at the West Coast Connect Event

As the cost of coffee continues to rise, Canadians are reconsidering their daily brew; the Coffee Association of Canada sought to address this issue at their inaugural event on May 14.

BY KAELEY AVERY
BARISTA MAGAZINE ONLINE

Featured photo courtesy of Swiss Water

Every day, it’s becoming more apparent that Canadians are weighing every dollar—an issue that took central stage amongst conversations at the Coffee Association of Canada’s West Coast Connect Event. Hosted in partnership with Swiss Water, the event took place on May 14 in Vancouver, British Columbia, and the value of coffee emerged as a central theme.

Lisa Covens, senior vice president at Leger, a Canadian market research company, kicked things off by noting that many Canadians are feeling the effects of inflation—and the coffee industry may, as a result, take a hit. “While two in three Canadians feel their finances are in good shape, most remain acutely aware of rising global costs and are adjusting their habits accordingly,” she shared at the event. In other words, for many folks, even the once-routine coffee run is now up for reconsideration.

Operators are feeling the pinch as well. From escalating supply expenses to evolving consumer expectations, businesses are rethinking what it takes to stay competitive in an increasingly value-driven market.

An Industry at a Crossroads

“Coffee is a $35 billion industry in Canada,” says Robert Carter, president of the Coffee Association of Canada. And yet, the industry is finding itself at a crossroads. Over the past few years, the C-price has been climbing steadily and reached record highs during the last four months. In response, many roasters, exporters, and producers are proceeding with extra caution.

“The headwinds we’re facing right now are both significant and unprecedented,” says Aron Bjornson, vice president of marketing and foodservice national accounts for Canterbury Coffee, which has served Canadian businesses since 1981. “Between the volatility of green coffee prices and rising costs across packaging, shipping, and energy, operators are under immense pressure.

Even seemingly simple tasks have grown more complex. “Something as basic as fixing coffee has become complicated,” Aron continues. “The industry is grappling with price elasticity, and many operators haven’t been able to adjust pricing as quickly as needed. There’s a lag in cost recovery, and it’s straining every part of the business.”

The True Cost of a Cup

For customers, price is always top of mind. “We have to explain that a better cup of coffee costs more,” says Dustin Guertin, director at Caffe Artigiano, a coffee company with multiple locations throughout Vancouver and Western Canada. He also notes that the supply chain is complex, and prices for everything from milk to cups to electricity have gone up—which inevitably translates to a higher price per cup.

“The true cost of coffee, and what consumers are actually paying, has been underdeveloped in Canada for years,” Robert adds. “High bean prices can be positive for farmers, but there needs to be a balance between fair wages at origin and fair prices for consumers.”

Sustainability Under Pressure

Price sensitivity is also forcing a shift in how sustainability is perceived. “Fair trade organic was once a major selling point for specialty coffee, but we’re starting to see that drop off,” says Aron.

“Sustainability remains important,” adds Dustin, “but it’s no longer the top decision driver. Local product, consistent quality, and price are winning out.”

Certifications, while still influential on grocery shelves, have become a double-edged sword for some. “For small-scale farmers, certifications are expensive and exhausting,” Aron explains. “If they can’t sell all their certified volume, it’s simply not worth the effort.” As a result, some producers are reconsidering whether fair trade, organic, or other labels move the needle at a time when consumers are stretching every dollar.

To remain relevant, brands must weave storytelling into the consumer experience. Whether it’s highlighting a direct-trade relationship or sharing an origin story from a remote village, today’s coffee drinkers want to understand the “why” behind their brew. “There’s an appetite for doing the right thing,” says Aron, “but people need to see the impact of their choices. That’s why storytelling is so powerful.”

Despite Inflation, the Desire for Coffee Persists

Even with inflation, coffee stays affordable—at least compared to other options on the market. “A cup of coffee is still cheaper than an alcoholic beverage,” says Alison Ensworth, marketing and e-commerce manager at North Vancouver’s House of Funk Roasting Co. “People want something unique, flavorful, and Instagram-worthy, without the buzz.”

Aron observes two distinct customer segments: bargain hunters chasing hyper-value, and experience seekers craving premium moments. Gen Z, in particular, isn’t simply after caffeine; they crave community, authentic storytelling, and values they can support. Brands that connect with this mindset, whether through immersive events, influencer collaborations, or cause-based narratives, stand to win.

“We’ve even seen customers show up at 7 a.m. to dance to a DJ set with an espresso in hand,” Aron says. “It’s wholesome, it’s fun, and it’s happening across North America.” In this landscape, coffee evolves from a mere beverage into a cultural bridge and a springboard for innovation.

A Future for Coffee

As the Canadian coffee landscape shifts, operators must adapt their strategies. “We need to come together and have open conversations about how the coffee industry will move forward,” Aron says.

Future success depends on educating customers, embracing transparency, and rethinking traditional business models. Resilience is no longer optional—it’s the foundation on which we must build.

Thank you to Swiss Water and the Coffee Association of Canada for hosting this essential discussion, and to all panelists for sharing their insights. To learn more about the Canadian coffee industry, explore resources from Canterbury Coffee.

ABOUT THE AUTHOR

Based in Vancouver, British Columbia, Kaeley Avery is a digital marketing professional with extensive experience in brand strategy, content development, and campaign execution. She works at Canterbury Coffee, a Canadian coffee roaster serving specialty coffee nationwide since 1981. Her work supports the company’s mission to deliver quality, consistency, and value to foodservice operators and retailers across the country.

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