Stick Boy Bread Company Bakes New Solutions Against Rising US Tariffs

Stick Boy Bread Bakery opening its doors off of Hardin Street in Boone. Photo creds: Abby Willis

Anna Norris, Editor-in-Chief of the Powderhorn 

Stickboy Bread Company, a beloved fixture of the Boone, NC community, has been family-owned and operated for over twenty years. Known for their generous attitude, hard work, and outstanding baked goods, Stick Boy is the standard for good food, made well. However, newly implemented U.S. tariffs on Brazilian and Swiss imports, most of which took effect in August 2025, are driving up coffee prices. 

During the harsh winter months, locals rely heavily on their daily caffeine fix. Even with a slight price rise, college students, teachers, and families may notice a sizable increase in their daily or monthly expenses. The new tariffs threaten the question: Will Boone’s most loved and appreciated coffee shop be impacted? 

“While we have had to increase pricing on our roasted coffee offerings,” said Brian Wilde, the head coffee roaster and ordering manager for Stickboy Bread Company, “we've tried to balance these increases in a way that isn't entirely placing the burden onto our wholesale and retail customers.”

Due to the tariffs imposed on many coffee-producing countries, there has been an increase in raw, green coffee pricing. Some countries, like Brazil, have had stronger tariffs imposed on coffee than others. 

“Arabica coffee that we buy at Hatchet has its baseline minimum price set by a global commodity exchange called the ‘C Market,’” said Wilde. “This baseline price has hit new all-time highs twice this year. These tariffs could not have come at a worse time when considering the C Market's position.”

Although there have been difficulties navigating the reshaping global coffee market, Stick Boy has been able to gain a closer relationship with their suppliers and distributors. The tariffs created a space for in-depth conversations about what the tariffs would mean to Stickboy’s importers. 

“The biggest challenge was figuring out the best strategy on how and when to implement the new coffee pricing,” said Abby Willis, Owner and General Manager of Stick Boy Bakery and Bakehouse. “Once we did, we had to work in a timely manner to not only change all of our pricing on menu boards, online stores, and within our point of sale systems, but also to communicate to our wholesale customers across the board. In turn, our wholesale customers had to also change menu boards, online stores, and point of sale systems, again, in a timely manner.” 

The most rewarding part of Stick Boy’s experience has been to share their coffee and spend time with the family that owns the farm called Dos Ninas in Guatemala, one of Stick Boy’s main importers, when they visited North Carolina for a few days. 

“Our importers have been really incredible, really doing what they can to make sure we're covered on contracts well and hitting reasonable pricing without sacrificing quality,” said Wilde.  “It's been a great opportunity for all of us to strengthen the relationship we have.”

Stick Boy Bread Company remains confident that the tariffs will not create any detrimental long-term business impacts. Coffee prices are rising everywhere in stores and coffee shops, allowing Stick Boy to continually provide their customers with a unique small-business experience. 

“Strategically, we also rolled out a new retail drink menu with new and exciting flavor profiles using quality house-made syrups,” said Willis. “Our goal, like always, is to give the customer the best product possible at a desirable price.”

Through tariffs, hardships, and hurricanes, the Boone community can always be called one thing: resilient. Stickboy is a shining example of resiliency while continuing to support its local and global community.

“It's been rewarding to continue to support the family-owned coffee farms all over the world,” said Willis. “Like Brian said earlier, we've been able to grow solid relationships with some of the farmers. On the retail side, our customers have remained steadfast and loyal. They continue to be excited about our coffee and our brand, and we are beyond thankful for this.”