Unit 1: The price of coffee

Thanks to tutor2u for this post on supply side reasons why the price of coffee beans is falling, including an FT video

http://www.tutor2u.net/blog/index.php/economics/comments/unit-1-micro-coffee-prices-and-profits-fall-for-growers?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+economics_news+%28tutor2u+Economics+Blog%29#When:09:06:36Z

So, why isn't the price of a cup of coffee on the high street falling?