People ask me all of the time, "What does Gold Label mean?" The simple answer to that question is that it is a term that I made up to account for the top tiered, more expensive coffees that I was able to purchase. Rather than aiming for a price point for our products, we just categorize them. Non-gold labels are still premium direct trade single origin coffees, but we try to keep those under $17.50 per 12oz bag. For Gold labels, I don't ask my importers about the price. I get the best coffee that I can get my hands on and get it to you.