July 15th, 2002, 4:56 pm
Talking about winking at regulation, a different kind of regulation crossed my mind as I read the article on coffee in todays WSJ - the "anti-price fixing" regulation. After my recent move to a new city, I search for my favourite Lavazza coffee. After much effort I manage to find an Italian grocery which sells it at around $27 for a 2.2 lb. bag. Knew it was priced above prices I had bought for in the past. A search on Amazon, and I find the same being sold for nearly $18 for the 2.2 lb bag. Then, I read this morning that the differential between wholesale & retail is enormous. At the exchange coffee is traded at $0.50 per pound!! Incredible....its hard to believe that the costs latched on as it reaches the consumer is that high. One's heard of price-stickiness, but this reeks of price-fixing. Where are the regulators? >>The regulators are watching. It has been noted with disfavor that as coffee futures prices fell 57 percent, retail prices fell only 10 percent. However, this is not as outrageous as it may seem.First of all, your Lavazza coffee uses premium beans. I don't know about Lavazza, but Starbucks pays an average of $1.20 per pound for bulk coffee, versus the $0.55 or so on the futures contract. Only 7 percent of the coffee market is premium beans, and it doesn't move much with the ups and downs of non-premium coffee. It is grown in different regions and uses different inputs.Second, even for non-premium coffee, processing, packaging, marketing and distribution are most of the expense. As coffee fell 57 percent, the coffee componant price of benchmark Maxwell House regular 13-ounce can fell from $0.98 to $0.42. The average retail price fell from $3.36 to $1.76. That's a 48 percent decline in retail price versus a 57 percent decline in bulk price, but a $1.60 retail price decline from a $0.56 bulk saving.The overall pattern seems to be that retail prices jump upward when bulk prices increase, then slowly erode back down as prices fall. This is similar to retail gasoline prices, although coffee is more extreme.