We knew the wheat crisis was a reality when we received a 25% increase on donut mix at the beginning of this year.
Our first reaction was to quickly try to educate the public and our customers about why the price of flour and other common commodities were skyrocketing. We knew without any question that a massive (by our standards) retail and wholesale price increase was inevitable. The best way to prepare our customers for it was to go public about the wheat crisis. We were successful in obtaining editorial articles in the local business journals and major newspapers in the city.
Lucky for us, there has been no shortage of coverage about rising food costs from the national news media as well. In order to survive as a business we simply had no choice but to raise our prices. As much as we hope the commodity prices will stabilize, we are prepared for an additional price increase if necessary.
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