Tim's hopes to keep coffee prices in check

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Greg Southam / canwest news service archives Anna Estero pours cup of coffee that could stay the same price all year.

TORONTO -- Tim Hortons inc. chief executive Don Schroeder is optimistic a good year for Columbian coffee crops could mean the price of your morning cup of joe will hold steady for the foreseeable future.

While the head of Canada's iconic coffee and doughnut chain didn't make any promises about holding back from price increases, he did provide a glimpse of a brighter future for coffee lovers who were burned last year when a smaller crop and bad weather helped raise the price of a cup of coffee.

"We see this year there should be some relief by the time we get into the third and certainly the fourth quarter of this year," Schroeder said in an interview Thursday.

"Brazil has just started harvesting what is likely to be a record-size crop. as that starts to hit the market, it's going to ease the pressure... on the overall price of coffee."

He added: "Our hope is that the price of coffee to our store owners will be able to keep stable."

Schroeder noted other factors also influence the price of a cup of coffee, such as operating costs at its franchised locations. however, he noted, the industry has reached a calmer period compared with a year ago when the economy was particularly shaky.

-- The Canadian Press

Republished from the Winnipeg Free Press print edition may 14, 2010 B16

Tim's hopes to keep coffee prices in check

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