Trump Tariffs Will Cost Coffee Drinkers, Montclair Business Owner Says

MONTCLAIR, NJ — A New Jersey business owner says that U.S. coffee importers, roasters, cafés and customers will be the ones who will pay the price from President Donald Trump’s controversial new tariffs.

Trump announced a sweeping series of tariffs this week, including a 10 percent tax on imports from all countries and higher rates on dozens more. Read More: New Trump Tariffs And NJ: What Products Could Cost More Locally?

According to a statement from the White House, the move will “level the playing field for American workers and businesses.” Tariffs have been an “effective tool for achieving economic and strategic objectives” and will promote “fair trade” in the United States for the first time in decades, the administration argues.

Paper Plane Coffee Co. founder and co-owner Jonathan Echeverry isn’t so sure.

The fifth-generation Colombian coffee grower brought Paper Plane’s first brick-and-mortar location to life in Montclair in 2019. Since then, the business has been making a name for itself among coffee connoisseurs in North Jersey, and has been giving back to the local community with charitable donations and historical preservation efforts.

On Thursday, Echeverry took to social media to outline the real-world effect of Trump’s trade policies on the U.S. coffee industry – and why customers will end up paying more for their next cup of joe.

“Trump's new tariffs are here, and yes—coffee is on the list,” Echeverry wrote. “What does that mean for your morning cup, for coffee roasters like us, and for farmers around the world? It’s not as simple as blaming another country. Tariffs are paid by U.S. importers, and the cost trickles all the way down to you.”

Echeverry explained more in a video. Here’s what he had to say:

“All right, so I'm sure many of you have already heard that Trump announced the new set of tariffs, and since we're coffee roasters, I wanted to talk about how this actually affects us, and eventually, you the coffee drinker.

“Now, coffee is already a volatile market. Prices for green coffee bounce around constantly because of weather, labor issues, currency swings and speculation on the commodities market. We'll talk more about all that in an upcoming episode of ‘Curious Coffee.’ But right now, I really wanted to break down what these new tariffs mean in practical terms.

“The U.S. is imposing tariffs on a long list of imported goods. For many major coffee-producing countries, that means a 10% tariff on green coffee, but others, like Vietnam, are being hit much harder: up to 46%. I mean, that's significant, and as far as everything I've read, this will absolutely include coffee.

“But what's more important to understand is that tariffs like this aren't paid by the country itself. Vietnam isn't getting a bill for 46%: the importer here in the U.S. is. And that importer, whether it's a small specialty roaster or a major distributor, is going to pass those costs along supply chain. That means higher prices for roasters, which means higher prices for cafes, which means higher prices for customers. And if you think this won't affect you because you don't drink Vietnamese coffee, well, think again. Tariffs distort the entire global coffee market. If it becomes more expensive to buy from one country, the demand shifts to others, and prices everywhere can go up.

“Take Colombia, for example. That's where my family farm is and where some of our most important coffees come from. Even though Colombian coffee may not be facing a 46% tariff, any shift in the global demand curve impacts pricing. If buyers who usually purchase Vietnamese Robusta suddenly pivot to Colombian Arabica to fill supply gaps – well, prices rise, and that pressure builds across the board. And these aren't just numbers on paper. These decisions directly affect small farmers, exporters, importers and roasters. Many of us already work on thin margins, trying to balance fair sourcing with quality and accessibility. And when the government imposes large tariffs with little clarity or coordination, the people who suffer most are the ones with least leverage.

“I'm also really thinking about companies like Nguyen Coffee Supply and others who work almost exclusively with Vietnamese coffees, especially Robusta. They've been instrumental in shifting the narrative around robusta coffee, elevating its quality and building a new appreciation for it here in the United States. But tariffs like these will undoubtedly affect their operations, pricing and ability to compete in a crowded market.

“Now, this isn't about politics. It's about people's livelihoods and how quickly international policy can ripple through an industry built on relationships, trust and an extremely delicate supply chain. I'm paying close attention to these details so I can pass them along to you as clearly and honestly as I can. And here's where YOU come in.

“If you care about your local coffee shop, about the farmers behind the beans, or even just about being able to afford your morning cup, now's a good time to speak up. Call your representatives, send an email, let them know that while supporting American manufacturing is important, there are sectors like coffee that simply can't be replaced with domestic alternatives. We don't grow specialty coffee at scale in the United States. We rely on partnerships with producing countries, and these tariffs threaten the ability and the stability of those relationships.

“This is bigger than just coffee. These tariffs impact food, goods and industries that Americans depend on every single day. So stay informed, stay engaged, and let's not wait until things get worse. Let's make noise now.”

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