I've been watching the price of coffee last 2 years. It's been dropping significantly.
Coffee “C” contracts (traded on the ICE) the world benchmark for Arabica coffee, are down from peaks of over $3.08 per pound to $1.27 per pound; yet the price of Walmart coffee has not been lowered!
They may argue their prices are lower than competitive branded versions of instant coffee. Although that may be true, imagine the contribution Walmart could make in these hard times for Americans. 83 percent of adults drink coffee in the U.S., the world’s biggest consumer of coffee. Consumption is up from 78 percent last year.
Walmart could take the lead and lower their price immediately. They have made more than double the profit even though the price of coffee is less than half of what it was 2 years ago.