Jake and Wendy,
I visited your website and came away with an immediate impression: you`re offering free coffee. The word "free" appeared twice in the first page of your website. I think you`re attracting people who want a great cup of coffee - for free. Who wouldn`t?
Your intention for offering the best, fresh-roasted coffee, and your belief that your coffee IS the best seems very sincere. I think you have to focus in on your target market - coffee purists who are willing to pay a little more for a pound of fresh coffee. Price isn`t the biggest issue for those people. In fact, I think I read an article on this website that said for most buyers, price ranks about 5th. Trust, or confidence in the brand, ranked 1st, and "value" is also before price in importance. Don`t give the impression that you`re apologizing for the price of a first-rate product.
There`s a lot of competition out there in terms of a decent cup of coffee - I think you need to find your own unique niche. You seem dedicated to great customer service - I`d play up that angle more. That`s something that`s rare these days, and still greatly appreciated. Also, as far as your website goes, I`d like to know more about the two of you. I think there`s something interesting about a husband and wife team getting into the coffee business.
I don`t know where your marketing efforts have been directed, but I think investing in a professional website would be beneficial. You need your graphics and layout to reinforce the high quality you`re promoting in your product.
I`ve struggled with the whole "free sample" issue myself - it`s a complicated issue. I`ve found that I get noticeably better results when I send out a nice brochure and some great product photos to a very targeted list of potential buyers. I`ve come to the conclusion that free samples can work against you - lowering the perceived value of your product.
Hope this helps - keep experimenting, you`ll find the right marketing angle.
Best of luck to you both!