In 2025, coffee roasters across the United States are facing one of the most challenging trade environments in decades. With the Trump administration’s new reciprocal tariffs — including a steep 50% tax on goods from Brazil, the world’s largest coffee supplier — the cost of green coffee has soared.
For small and specialty roasters, this period represents both crisis and opportunity. While volatility in pricing, logistics, and sourcing has created uncertainty, it’s also forcing businesses to rethink their strategies, innovate, and strengthen relationships across the supply chain.
As Mark Inman, a veteran coffee trader, told a room of roasters at the Roast Summit in Portland, “This is one of the hardest times to buy coffee. But those who endure will come out smarter, more strategic, and better equipped than ever.”
The Tariff Challenge Roasters Face
The 2025 tariffs have sent shockwaves through the coffee industry. Importers must now pay full tariffs before clearing shipments, driving up upfront costs and draining liquidity. With levies ranging from 10% to 50% on imports from key producing nations like Brazil, Vietnam, India, and Colombia, roasters are struggling to manage margins while maintaining product quality.
According to Chelsey Walker-Watson, “Importers act as the bank for most roasters. But now, before we can release a container, we must pay the entire tariff upfront. That’s a massive cost burden — and it’s hitting everyone in the chain.”
The effects are cascading quickly: importers have reduced purchases, spot inventories have fallen, and many roasters are now competing for fewer available lots. Even when coffee supply is abundant globally, it’s often “in the wrong place,” as Inman explained — sitting unsold in high-tariff countries like Brazil.
Adapting to the New Reality
For roasters, the first step is accepting that business as usual no longer applies. “Rather than hiding from the risk, we need to understand it, plan for it, and stay proactive,” says Emily Smith.
Smaller specialty roasters can no longer rely on short-term spot buys. Instead, experts recommend adopting forward contracting — locking in coffee supply in advance to avoid sudden market shocks.
“If you’re using Brazilian coffee now, you need to be decisive,” Walker-Watson warns. “You either plan alternatives or risk not having coffee to roast when you need it.”
Contracts, however, bring their own risk. A shipment that leaves a port at a 10% tariff rate may arrive weeks later at 50%. “We spent an entire day trying to figure out if we owed $20,000 or $100,000 in tariffs,” Smith says. “That level of unpredictability ties up cash flow and paralyzes planning.”
How Roasters Can Stay Competitive
Despite the chaos, many roasters are discovering new strategies to remain resilient. The most successful are those who focus on agility, creativity, and collaboration.
Blend with Purpose
Blending has re-emerged as a strategic advantage. Smaller roasters can be more flexible in combining origins, creating unique cup profiles without compromising quality.
“Not doing blends? Learn the art of blending,” advises Mike Ebert of Coffee Consultants. “This isn’t about lowering quality — it’s about creating balance and maintaining flavor integrity when your go-to origins change.”
Coffees from Colombia, Peru, and Mexico are increasingly being used to substitute Brazil’s role in blends. By experimenting at the cupping table, roasters can identify new flavor synergies and maintain brand consistency despite shifting origins.
Focus on Quality Over Cost
The instinct to cut costs by buying cheaper green coffee is risky. “That’s the first step on the slope to mediocrity,” warns Ebert.
Brazil’s coffee plays a unique role in blends due to its smooth body and ability to harmonize diverse profiles. Replacing it requires testing, not compromise. “You go back to R&D — testing roast levels, blend ratios, and extraction,” says Phil Beattie, Director of Coffee at Dillanos Roasters. “Even if the results are uncertain, the work is necessary to stay consistent.”
Maintaining sensory quality keeps customers loyal — especially those who value specialty coffee. As Inman reminds, “Your customers won’t go to commodity brands like Folgers. They’ll stay with you, maybe shifting from café visits to brewing your beans at home.”
Leverage Relationships and Transparency
The key differentiator between successful and struggling roasters during crises is the strength of their relationships. Transparent communication with importers and producers can make the difference between having supply and going out of stock.
“Trust your partners,” Walker-Watson emphasizes. “When we tell you it’s time to buy, believe us. You’re in the business of roasting coffee — and you can’t roast without coffee.”
These relationships also provide access to credit, flexible terms, and insider knowledge of upcoming supply shifts. In tough times, collaboration trumps competition.
Engage in Advocacy and Education
Roasters, especially small and independent ones, are encouraged to voice their challenges to policymakers. Smith urges roasters to contact congressional representatives and advocate for tariff exemptions on coffee imports.
“When you explain that these tariffs are hurting small local businesses, politicians start listening,” she says. “We need to tell our story — both to customers and lawmakers — so the impact becomes visible.”
Educating consumers also matters. By communicating why prices may rise, roasters can maintain trust and reinforce the value of ethically sourced, high-quality coffee.
Long-Term Strategies for Survival
As tariffs, logistics, and climate change continue to disrupt global trade, roasters need to think beyond short-term survival. A few long-term strategies include:
-
Diversify origins: Build relationships in multiple producing countries to reduce dependency on one origin.
-
Secure storage: Collaborate with importers offering warehousing and deferred shipments to stabilize inventory.
-
Invest in hedging tools: Use futures or options to protect against extreme price swings.
-
Strengthen local demand: Promote direct-to-consumer channels and subscriptions to improve cash flow and reduce reliance on wholesale volatility.
“Adapt and improvise, but don’t compromise,” Beattie says. “This is the time to be bold and innovative — not fearful.”
The Silver Lining for Roasters
While the current tariff landscape has created uncertainty, it has also encouraged innovation and collaboration in the coffee sector. Many roasters are rediscovering their core strengths: creativity, craftsmanship, and community.
Consumers who care about quality coffee are unlikely to abandon it — they may adjust their habits, but not their passion. This loyalty gives roasters an edge, as long as they continue to deliver consistency and transparency.
Inman’s message resonates: “This will pass. But the roasters who learn, adapt, and build stronger supply relationships will define the next era of coffee.”
Conclusion
The U.S. coffee industry is entering a new chapter — one defined by adaptation, innovation, and resilience. For roasters, survival depends not just on managing costs but on maintaining trust, creativity, and purpose.
As tariffs reshape the global coffee trade, those who embrace change — by blending smartly, collaborating deeply, and advocating for fairness — will emerge stronger and more sustainable.
Because at the end of the day, great coffee isn’t just roasted. It’s built on relationships, resilience, and relentless pursuit of quality.
At Helena Coffee Vietnam, we stand with roasters navigating volatile markets. As one of Vietnam’s leading exporters of Robusta and Arabica green coffee, Helena provides stable, high-quality supply chains — helping roasters maintain consistency and competitiveness even amid tariff challenges.
From sustainable farms in Dak Lak and Son La to global partnerships, Helena ensures transparency, traceability, and fair pricing. Whether you need green beans, instant coffee, or custom blends, Helena Coffee Vietnam delivers reliability when the market is anything but predictable.
👉 Visit www.helenacoffee.vn or Info@helenacoffee.vn to explore our products and request a direct quote today!
