Dropping prices on coffee

"The world market price on coffee varies substantially. 1997-2003 it sunk with 70 percent. Despite that we consumers payed about the same in the store, so instead the large coffee companies increased their income. It was worse for the coffee producers. The price drop forced many to sell their beans for less then it cost to produce them.

Source: Cooperation without limits (Kooperation utan gränser)"

Pic from here.