22/09/2026
50–70% OFF COFFEE? WHO’S REALLY PAYING FOR IT?
If you’re anything like me, once coffee becomes an interest, your algorithms go into overdrive. Coffee, coffee, coffee. Then come the offers. 50-70% off. Bulk deals. Subscriptions. Free shipping. “Premium” coffee at prices that are just so tempting.
A lot of these offers seem to come from Melbourne companies. Ah, Melbourne. The home of Australia’s “best coffee” and in recent times, the most polarising.
After 23 years working in coffee, I can’t help but feel a little annoyed at the tactics.
Is the discount genuine, or is it an inflated price with a big red SALE button? What’s actually in the blend? What grades? What origins? What processing? How fresh is it? Who roasted it, and when?
Because coffee isn’t free. Green coffee costs money. Freight costs money. Roasting, packaging, labour, quality control and delivery all cost money.
So when someone is offering 50–70% off and shipping coffee across the country for next to nothing, where is the saving actually coming from? Sometimes it’s simply a genuine promotion but often the discount becomes the product.
And a huge discount is usually a discount on quality, service and your overall coffee experience, a ‘loss leader’ also intended to convert you (and your data) at any cost. The coffee may be old, purchased on discount or even in a ‘fell off the back of a truck’ manner. Non Specialty grade, purchased as a commodity and frankly it’s coffee with no soul.
At Little Fish, we take a different approach. We price our coffee for genuine value from the start. We offer a subscription discount too, but it’s an actual saving, not an inflated price dressed up as a bargain.
So if a coffee deal looks almost too good to be true, it likely is.
Read the details. Question the claims. Ask yourself whether you’re buying value, or simply buying a discount.
If staying a Little Fish is the price of doing things right, so be it. Remember to support local and check the details! Bold Specialty Coffee, Local Heart, Sustainable Vision. ✌️