On Friday June 3rd Green Mountain Coffee announced that effective immediately, they would be increasing prices on all brands of K-cups by another 15%. Because this is the 3rd substantial price increase in 9 months, I had a very unsettling weekend. Didn’t they just increase their prices just a few short months ago? Who does this price increase affect? What is Green Mountain going to do with the prices on their website? Who made these decisions? Their letter offered the usual explanations: that coffee is at an all time high and other costs, like freight, are increasing. Are these valid reasons?
As details unfolded shortly after the receipt of the email, I learned that this price increase was happening through every distribution channel including Retailers and Keurig Authorized Distributors like Alpine Valley Coffee. In addition, I also learned Green Mountain had in fact increased their K-cup prices on their Internet site to $16.49 for a 24-count box. While the fact that “everyone is in the same boat” made me feel better temporarily, I realized that a). We have to go through the undesirable task of notifying you about a change in our prices and b). Once again, we have to roll up our sleeves and figure out the best pricing structure for our many valued customers. Our mission is to continue to keep all of our valued Alpine Valley Customers happy for years to come. Some of you like to buy at our 4-Box Price Level (the minimum quantity to receive the free shipping at $45), and some like to buy at our 12-Box Level, the best pricing available anywhere on the internet! Keeping everyone satisfied at all levels is our number one priority.
The following will be our new pricing structure as of June 20th:
1-5 (24 packs): $14.95
6-9 (24 packs): $13.75
10-11 (24 packs): $13.25
12+ (24 packs): $12.75
The good news for you, as Alpine Valley Coffee Customers, is that if you are looking for alternative single-cup brewers, we will be rolling some out very soon! Stay tuned as Alpine Valley will be announcing the addition of two great alternatives to the Keurig! While the Keurig is an incredible coffee machine and the K-cup has dominated the single cup market the last few years, I know that new, innovative brewers are being introduced. If you prefer a less expensive cup of coffee, or you simply need a stronger taste than the K-Cup Coffees offer, you will want to look into these new products!
Thank You very much for your business. Please don’t hesitate to give us your thoughts or concerns—feedback is always welcome.
Sincerely, Charlie Hall, CEO Alpine Valley Coffee