Target: William Murray, Chief Executive Officer of the National Independent Coffee Association
Goal: End the surcharge for plant-based milk in independent coffee shops nationwide.
The practice of upcharging for plant-based milk in independent coffee shops persists despite growing consumer demand for these alternatives and the removal of such surcharges by major coffee chains. Many independent cafés continue to charge 50 cents or more for plant-based milk, which not only seems outdated but also fails to reflect the increasing acceptance and necessity of non-dairy options. According to Jennifer Behr, Director of Plant-Based Initiatives at Mercy for Animals, the price disparity is less about ingredient costs and more about historical practices rooted in a subsidized dairy industry that does not consider the full ecological and ethical costs of cow’s milk.
As of 2026, nearly four in ten American households purchase nondairy milk, with increasing awareness of dietary restrictions, such as lactose intolerance, and growing environmental concerns associated with dairy production. With dairy farming contributing significantly to greenhouse gas emissions and resource depletion, the continuation of these surcharges raises questions about inclusivity and sustainability in the coffee industry. The call for a change is clear; it’s time for coffee shops to align their practices with the values of their customers who prioritize accessibility and sustainability.
Eliminating the surcharge for plant-based milk is essential in today’s coffee culture and ensures that all customers are treated equally, regardless of their dietary preferences or restrictions. It is imperative for independent cafés to recognize this shift and adapt their pricing policies accordingly.
PETITION LETTER:
Dear CEO Murray,
The continued practice of charging for plant-based milk alternatives in independent coffee shops contradicts the values of inclusivity and sustainability that many cafés strive to uphold. While major chains have successfully eliminated these surcharges, many independent cafés still charge an extra fee of 50 cents or more, positioning themselves in an outdated framework that fails to serve the evolving preferences of their clientele. As stated by Jennifer Behr from Mercy for Animals, this mark-up appears to stem more from entrenched practices rather than genuine economic necessity, especially as alternative milks gain popularity.
The demand for plant-based milk has surged, with approximately one-third of Americans consuming nondairy alternatives at least weekly. This trend is indicative of changing consumer behavior that values dietary inclusivity and acknowledges the environmental impacts of dairy farming. Cow’s milk production is associated with three times the greenhouse gas emissions and significantly greater resource consumption than its plant-based counterparts. As coffee shops continue to navigate a competitive landscape, it is crucial for them to respond to customer expectations of fairness and to reinforce their commitment to sustainability.
We respectfully urge you to advocate for the elimination of the upcharge for plant-based milk in independent coffee shops across the nation. This change will not only enhance customer experience but also demonstrate a commitment to health, the environment, and ethical business practices. By aligning pricing with modern consumer values, your leadership can set a precedent for the industry and support a more equitable coffee culture.
Sincerely,
[Your Name Here]
Photo credit: Pixabay
