Just checked out Elevance's website! I'm going to go out on a limb here with my personal opinion and tongue in check, so please don't smack me off it. But based on the bios of the people leading this new company, most of whom have recently left long careers working for the oil companies, it's no wonder they are raising the price of Naturewax soy wax! Why not, seems to be the trend..... price gouging is in!