Due
to a tremendous dip in the world coffee market this year, the
production costs of coffee have gone up for the manufacturers. Most of
this has been caused by less coffee being produced in the past seasons
due to adverse growing conditions, as well as negative trends in the
global economy. Green Mountain Coffee Roasters, who makes the majority
of our K-Cups, has increased what the retailers have to pay for the
coffee by 20-25% due to their increased costs on the production end. We
regularly send out coupons and promotions through our email newsletter
and we also have a loyalty program which allows customers to earn gift
certificate value for each dollar spent on our website. We currently
offer a price match program for competitors' online offers for K-Cups.