Jim knew that the problem facing the company involved more than simply
minimizing the price paid for coffee beans. As Creolé Coffee grows, it must develop
relationships with producers if it is to ensure the availability of the quality and
quantity of coffee needed to produce the premium blends consumers now associate
with Creolé. From Jim’s viewpoint, price stability was the key issue. Creolé Coffee
had to guarantee stable, profitable prices to coffee bean producers in return for a
reliable supply of quality coffee. In turn this would allow the company to provide
consumers with a high quality product at a steady price.