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Re: Coffee doesnt grow in Brazil only
if the price of coffee doubles - a reasonable expectation - I doubt starbucks would raise their prices at all. Coffee represents only 4% of the cost of a latte - similar to corn cost in a box of corn flakes (minimal). Regardless of starbucks pricing strategy, coffee drinkers will not switch to tea if coffee prices rise, nor will wine drinkers switch to beer if wine prices rise.