Why pay more for specialty coffee?

In 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.
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