In 1977 per capita consumption in the U.S. was 3.6 lb when prices reached their retail peak at $4 a lb consumers cut their consumtion to 3.0 lb. Today consumers consume 10 lb per capita. I purchased today 2 lb ground roasted coffee at Loblaws large Canadian food chain for $10cdn or equivalent $4 US/lb same price as 1977. Coffee pods at 0.40/each same price as a year ago.Coffee price is very cheap and is promoting consumption just the opposite of what the market requires. If you're not Hodling coffee you're doing it wrong!