ALBANY — Jake Griffin-Diaz, co-owner of Jacob Alejandro in Troy, was reluctant to increase the price of matcha at his coffee shop in April. But to account for supply shortages, demand and spiking prices, he did.
“We were nervous. The people in our community are oftentimes our friends and our neighbors,” Griffin-Diaz said. “We know that if you add a quarter, 50 cents, even a dollar, sometimes it can be shocking.”
Griffin-Diaz increased the price of a 16-ounce matcha latte to $6.50, a nearly $1 increase. While it’s not one of the shop’s most popular drinks, it’s gained customer popularity, especially this past year, Griffin-Diaz said…