Matteo Borea

Name: Matteo Borea
Address: San Bartolomé de Tirajana, 35100, ES
Telephone: +393282333359
Price range: $$$$

🚀 20+ years experience - from 0 to 1,9 MLN
💵 Profit strategies for roasters and coffee biz
👇 Raise Your Coffee Prices Without Losing Clients

21/08/2026

Eleven minutes.

That is about what a green coffee buying decision takes, among the roasters I know. The decision alone, with the cupping and the paperwork left out of it. Two brokers on the phone, three prices back, the lowest one that cups acceptable, order placed.

Eleven minutes to commit the largest cost line in the business. On a lot you cannot trace, from a farm you cannot name, through an intermediary who in some cases has never stood in a coffee field.

And then we call it a supply chain, and act surprised when a futures market we do not understand decides our margins.

I spent the first half of July in Minas Gerais leading a buyer mission with a group of European buyers. Nine farms and cooperatives across three regions, seven cuppings, 2,000 kilometres by car. Twenty years doing this, and I still came home with my assumptions rearranged.

Time yourself this week, the decision alone. I am curious whether eleven is generous.

Full story on the blog.

17/08/2026

I had three price sources. I thought that made me organized.

Last Friday I sat down to line them up. My online shop. The register at the counter. The operations spreadsheet I actually trust. Same products, same business, three numbers that should have matched.

They didn't.

The shop was right on some items and off on others. The register was clean on the fast movers and stale everywhere else. The spreadsheet, the one I quote from without checking, was wrong on the products I sell most.

Here is the part that stung. Each source was correct about something. Each was an outlier on something else. And nobody had ever put them side by side, because everyone trusted their own number and had no reason to doubt it.

That is how you end up pricing for months on data you never verified. Not from one big error. From three quiet ones, each hiding behind the fact that it felt familiar.

You trust the source you have always used. Familiar is not the same as verified.

So this week, pull your price sources into one place. Shop, register, sheet, invoices, whatever you have. Put them next to each other and read across the row.

You will find at least one number that has been lying to you for a while.

14/08/2026

You cannot raise a price on a customer you bought with equipment.

Sign over the door, machine on loan, grinders, a dishwasher, sometimes a straight loan against a five year supply contract. The bar signs, you book the volume and from that moment your coffee has to be cheap, because the margin already went into the equipment.

That model has one structural consequence: it makes the coffee irrelevant. Nobody in that transaction is buying quality, or origin, or a relationship. They are buying financing.

Which is why, when the C market tripled, you had no defence. Your coffee was never the problem. You never had a story to sell, so there was nothing to justify an increase with.

Direct sourcing is a business model decision. Saving forty cents a kilo by cutting a step out of the chain, anyone can do that from an office chair.

Knowing what is happening on a specific hillside in a specific season, having stood on it, being able to name the woman who runs the farm and explain why her lot costs what it costs, that is a different business. It owns something a competitor with a bigger financing budget cannot buy.

The last card carries the three questions I would ask my green supplier tomorrow morning. If the answers come back fast and specific, you have a real partner. If they come back vague, you have just found the actual problem in your business, and it was never the price of coffee.

Full argument on my blog.

13/08/2026

The free Coffee Cost Calculator answers one question: what does a cup actually cost you.

That question matters. And it's the wrong place to stop.

I built the Coffee Business Profitability Framework, and I run it every week on the numbers of my own roastery and coffee shop. So here's the honest line between the free tool and this one.

The calculator tells you your cost per cup. It's complete for that. It just does one thing.

Everything else lives here:
- Where your margin leaks without anyone noticing
- Margin by category, so you know which products actually pay you
- A repricing scenario you run before you touch a single price
- The three numbers you check every Monday morning

Plus two bonuses inside: the kit to communicate a price increase to wholesale and retail clients, and the playbook that makes the price hold.

Four connected files. You enter your numbers once. You read the answers in under an hour.

The free tool gave you an answer. This one answers the questions you didn't know you had yet.

coffeemarketingpro.com, link in bio.

11/08/2026

You did the math. You know exactly how much you should be charging.

And then the customer walks in, and the number stays in your head.

I know that silence. I ran the numbers on my own roastery and my own coffee shop, and the hardest part was never the spreadsheet. It was the sentence I had to say out loud to a client who's been buying from me for years.

That's the part nobody hands you. The framework tells you what the price should be. It doesn't tell you how to say it without sounding like you're apologizing or picking a fight.

That's why I keep coming back to the two bonuses inside the Coffee Business Profitability Framework.

The Repricing Communication Kit gives you the actual wording. Templates for the wholesale conversation and the retail one, a decision guide for who gets told what, six rules, and a checklist so you don't freeze mid-sentence.

The Price-Justifies-Itself Playbook is the five-step method that makes the higher price feel obvious to the person paying it, instead of something you have to defend.

I use these on real accounts. Not as theory. As the words I say before a conversation I used to dread.

If you already know your number and you're stuck on the words, this is the part that unsticks you.

coffeemarketingpro.com. Link in bio.

10/08/2026

Two years ago I watched a roaster fight for twenty minutes over 19 euros.

Nineteen euros per kilo. That was the gap between his supplier's quote and the price he wanted. He pushed hard. He almost walked away over it.

While he argued about the invoice, his current lot was three weeks from expiry. The stock sitting in his warehouse, already paid for, was losing value fast. When we ran the number, the write-down on that expiring coffee came to 183 euros.

He was negotiating the 19. The 183 was invisible.

That is the trap. The price on the invoice is the one number you can see, so it becomes the only number you fight for. The real cost lives everywhere else. It lives in the emergency spot buy when you run out mid-season. It lives in the premium you pay because you're desperate, not because you're strategic. It lives in the customer who ordered your Ethiopia and got "sorry, out of stock."

You know how much you pay per kilo. Almost nobody knows what a stockout actually costs them, because it never shows up on a single line you can point to.

So run it yourself. Next time an origin runs dry, add up the spot price premium, the wasted margin, the order you couldn't fill. Put a number next to it.

I think the number will scare you. Good. That's the one worth negotiating.

08/08/2026

Every Monday morning, before I open email, before I touch a single message, I look at three numbers.

Margin by category. Product cost as a percentage of the week. Revenue per hour worked.

That's it. Three numbers, five minutes, and I know exactly where CoffeeStorming and La Genovese stand before the week even starts.

I didn't always do this. For years I ran on feeling. Busy week, good week. Quiet week, bad week. Then I'd check the real numbers a month later and find out the busy week had been the one bleeding margin.

The problem was never the data. I had the data. What I lacked was a way to read it fast enough to act on it. So I built one. Three numbers, one screen, every Monday. This is the routine I run now, and it changed how I make decisions during the week instead of after it.

Those three numbers are Module 4 of the Coffee Business Profitability Framework. The Monday Dashboard. Same tool I use on my own business.

If you finish the week without knowing whether you made money or lost it, you already know the feeling I'm describing.

Link in bio.

06/08/2026

Every time I think about raising a price on CoffeeStorming or La Genovese, the same question shows up first. Not "how much more can I charge." How many customers can I lose before this stops making sense.

For years I answered that question with my gut. My gut was usually wrong.

So now I do something different. Before I touch a single price, I run the scenario. I open the workbook, put in the new price, and read one number: the break-even on customers. How many I can afford to lose and still come out even. Below that number, the move works even if some people walk. Above it, I stop and rethink.

That number changes everything. The fear doesn't disappear. It just stops running the decision. You raise the price knowing exactly what you can absorb, not hoping it works out.

That calculation lives in Module 3 of the Coffee Business Profitability Framework, "Build a Price That Holds." I built the whole thing. I use it on my own numbers, every time a supplier cost moves.

Link in bio, or coffeemarketingpro.com.

05/08/2026

Slavery.

Their word, not mine. I heard it more than once in Brazil in July, from producers, about the C market.

Ten days in Minas Gerais, nine farms across three regions, sitting with the people who grow what we roast. Ask any of them what is crushing their business and the answers come back in the same order every time.

Climate change. Labour scarcity. Speculation on the futures market.

Working harder solves none of the three. Which means the story we tell ourselves, the one where the diligent producer eventually earns their way out, has stopped functioning at origin. They are price takers in a market priced by people who will never see a coffee tree.

That instability does not stay in Brazil. A producer holds for a better price, holds too long, hits a cash wall, dumps the lot. Supply thins. Producers, cooperatives and brokers fail. Over the last year, sudden collapses in this business stopped being news and started being weather.

You have been paying for all of it. You just experienced it as a number on an invoice.
The clearest thing I brought home has nothing to do with cup quality: between the people who grow coffee and the people who roast it, there is almost no direct relationship left.

Full piece on the blog.

Dirección

San Bartolomé De Tirajana
35100

Teléfono

+393282333359

Página web

https://buy.matteoborea.it/products/ebook-the-profitable-pour

Notificaciones

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