In Puerto Rico, some coffee shop owners believe that consumers are willing to pay more for a cup of coffee if it is of higher quality. Gilberto Calderón, owner of Dnuevo Coffee Specialty in Guaynabo, says that the increase in price can be an opportunity to recognize the work that goes into producing the coffee, as long as the product justifies the price.
Calderón notes that the cost of a quintal of Puerto Rican coffee has increased from $400-$450 five years ago to $700-$750 or more today. Danny Feliciano Disla, owner of Disla Bistro Café, shares a similar perception, stating that his clients seek balance and good flavor in their coffee. The price of a cup of coffee at his establishment has increased from $2.75 to around $3.75, but he believes that consumers continue to value the product.
Both owners emphasize the importance of quality and the work that goes into producing the coffee, from the farm to the final preparation. They believe that consumers are willing to pay more for a better product and that the increase in price is justified by the quality of the coffee.