Why pay more?

“YOU WON’T GET HUGE MARGINS FROM SELLING SPECIALTY, BUT IT ATTRACTS THE RIGHT PEOPLE: THOSE WHO DO IT FOR THE PASSION.”

At specialty coffee shops around the country, menu boards mark top coffee prices anywhere between $6 to $16 per cup. To the uneducated coffee consumer, it’s ludicrous. To specialty coffee professionals, it’s not enough.

Campos Coffee Founder Will Young has always paid more than the average price for his specialty coffee purchases, and has reflected that quality in cup prices. But Will doesn’t want to be among the minority paying more and charging more for specialty coffee, he wants others to join in.

“It’s up to the consumers and the roasters to unite and agree to pay more for specialty, but it’s a hard gig to sell,” Will says.

To maintain the “true definition” of specialty, Will says the entire industry needs to look