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Controversy on the price of a cup of coffee at the bar is grow-ing. Is the raise in price right? At whose expense and at whose profit? When talking about price increases, those who become worried are above all consumers, but if we analyse some fac-tors, it would not be scandalous at all. Most of the times, you pay more attention to the price of a cup instead of raw beans. However, if we consider that coffee has been affected by in-creases in the last four years besides operating expenses and taxes getting higher for public places its actually the baris-ta who suffers from it; and if the bar doesnt work, even the roasting company is in turn of the screw. Some justify price increases by comparing out market with the one abroad without considering though that in Italy coffee is seen as the drink par excellence, while abroad espresso is rather an elite product and this is the reason why a cup sometimes even costs up to 3 euros. So it is the ho.re.ca sector that suffers. But how much does our barista actually gain for every served espresso? Making some quick calculations, considering an average price of 80 cents per cup, 20 is the incidence of the blend; to this, you have to add employing costs, services (electricity, water, rental, cleaning, maintenance, etc.) and taxes managers have to incur. Profit mar-gin is therefore insignificant, and if we consider that coffee con-sumption in a caf has an impact of more than 50% on turnover, you very well understand why many at least those who respect the rules dont make it to the end of the month, even with de-cent consumptions of about 200 coffee cups per day. Therefore, what could be the price that would please everybody? Certainly neither 70 cents nor 1 euro and 20 cents. In order to guarantee a reasonable profit margin from north to south without weighing too much on consumers pockets, an ideal price could be 1 euro per cup. However, one also has to say that its not always a mat-ter of price. All of us are required to keep the value of a good high, and real Italian espresso deserves it. An obligation that imposes us to always guarantee quality and good service to our customers, from the Alps to the Mediterranean.

The PresidentGiovanni Spadola

comment the editorial on Twitter with the hashtag #caramoak. follow us on @twitmoak

www.caffe-letterario.it

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www.caffemoak.com

Mailing poste italiane cod. sap. nr. 30907349- DCB Central/PT Magazine Subscript. R.O.C. nr. 23325 valid from 18/03/2013 - Aut. Court. Modica nr.218/2013 VG - News nr.2/2013.Responsible Director: Sara di PietroEditing: for[me]moak.Pictures: for[me]moak.Graphic Coordination: for[me]moakArt work: for[me]moakPublisher: Moak Holding S.p.A. Viale delle Industrie - 97015 Modica (RG) tel.0932-904755 www.caffemoak.com, e-mail: sara.dipietro@caffemoak.com Company with certified quality system by ISO 9001/14001 Exclusive printing for Moak Holding S.p.A. in Soverai Mannelli (CZ) According to the article 7 of the law nr. 196/03 the addressee can have access to his data, ask for changes or cancellation or object writing to: Moak Holding S.p.A. - Viale delle Industrie without number 97015 Modica (RG) - Italy

On the cover:Fuori Fuoco > photo+heart