Selling Prices have always been a sensitive topic in business, and they become an even greater concern whenever the market fluctuates. For manufacturing businesses like ours, selling prices are not just numbers – they carry responsibility, pressure, and sometimes even fear… fear that customers might think we are “raising prices’ on purpose.

Market fluctuations and the invisible burden behind selling prices.

In the cashew industry, Selling Prices can change weekly, sometimes even daily. Raw materials rise, production costs rise, logistics rise—but what weighs on us the most is not the cost itself. It is the fear that customers may misunderstand and assume the company is increasing Selling Prices to earn extra profit.

In reality, that is not the case.

Behind every price point lies a long list of factors that customers rarely see: sourcing premium-grade raw nuts during scarce seasons, manual roasting costs, skilled labor, and the unpredictable nature of global markets.

The fear of being misunderstood – A story businesses rarely speak about

There are days when we hesitate for a long time before sending out a quotation.

Not because we are calculating profits too closely, but because we’re afraid of disappointing customers.

“Why is the price higher this time?”
“The other supplier gave me a cheaper quote.”
“With this price, I can’t offer it to my buyers.”
“Is your company increasing prices intentionally?”

These are real questions—ones that weigh heavily on businesses like ours. We understand that customers also face pressures with costs, budgets, and competitors. That’s why every adjustment in Quoted Prices is carefully considered to maintain fairness for both sides.

Why A Good Prices Isn’t Always Low Prices. The True Story. — Read more here.

Transparent Selling Prices: A difficult choice we still choose to make

In business, everyone wants to optimize costs. But some of us—like our company—choose to preserve quality above all else.
To preserve craftsmanship.
To preserve the authentic flavor of wood-fire roasted cashews.
To preserve the peace of mind our customers feel when they receive our products.

And to preserve those values, Selling Prices sometimes have to change.

What we truly hope for

What we hope for most is that customers can feel the sincerity behind each number. That every price reflects effort, responsibility, and respect for the buyer.

Because at the end of the day, we are not just selling products.
We are honoring the value inside every cashew, and the trust inside every partnership.