prices of raw materials are heading. kai markus mueller, who s the neuroscientist who gives us the psychology behind the way shops set their prices. and christel delberghe, she s the boss of eurocommerce, which represents the big retailers in some 27 countries across europe. also on the show, from the coffee field to your daily mug ofjoe, i ve got antonio baravalle, the big boss of the coffee giant lavazza, to talk to us about pricing from bean to cup. wherever you rejoining me from around the world, once again, a big hello and a very warm welcome to the show. blimey, how much is that? you know, that s the question millions of us are now asking ourselves as we shop for everyday essentials. the cost of most of the things that we buy has gone up and up for pretty much everyone on the planet. this inflation is the reason central banks are ramping up their interest rates. workers are demanding higher wages and shops. they are the new battleground between retailers and their suppl
one year ago, after the invasion of ukraine, thatjumped to $2.33 a pound. and in march this year it was trading at around 1.68. so somewhere between the two, but it s still 80% more than pre covid price. add to that the increasing cost of energy, and it s a challenge, a big challenge for big coffee companies to think about how they pass on the costs to their customers who are thirsty for their morning cup of go gojuice. so i ve been catching up with the big boss of lavazza, the iconic italian coffee giant antonio varavella. a real pleasure having you on the show. and antonio, let s start with this, because this week s show, we ve been talking about how difficult it is for companies to to set prices. and we ve seen coffee bean prices go up quite a lot. so i m just wondering, antonio, how have you dealt with that when it comes to setting your prices? i think that all the industry faces very, very huge cost increase. and also remembering that a company like us is buying in dollars at the