Duy how long you plan to hold GMCR? I have Oct put so I hope to get out either next week or early Oct. I bought JVA outright so I'd just wait til it goes back up and hope in the mean time, they won't take it down to 5s.
Coffee will come back up. Winter is coming. You can count on it. I think this is a long hold until Mar 2013 if necessary. If you trade it daily, find some ETFs, those have better movements. It is not that I don't care to see it drop since I bought. As long as I hold, that is not a loss until selling it.