From functional ingredients to sustainable practices, new consumer values are transforming market trends.
The following post originally appeared in Tea & Coffee Trade Journal
The coffee industry is again going through a transformation, driven by shifting consumer values in an increasingly connected global landscape.
Today, people are using their purchasing decisions to support companies that reflect their values and introduce new innovations.
“The theme of this year’s NCA Convention [March 7-9, 2019 in Atlanta] is ‘coffee at a crossroads.’ In this time of unprecedented change, the decisions we make today as an industry will determine our direction in the years to come,” says Bill Murray, NCA President & CEO.
Here’s what to watch (and watch out for) in the year ahead:
The latest update from the Brazilian Coffee Exports Council (CECAFE) indicated 2018 was another bumper year for the largest producer and exporter of coffee in the world. “Statistics show that Brazil maintained its world leadership position and signs are that 2019 will bring even better results,” said Nelson Carvalhaes, Chairman of the Brazilian Exporters Coffee Council.
CECAFE’s recent update is full of interesting trends and statistics for coffee producers, connoisseurs, and consumers alike. And given Brazil’s scale in the global coffee market, updates from CECAFE always act as a useful barometer on the health of our industry overall.
And clearly he’s kept caffeinated. In a few short years, the NCA has evolved as an organization to provide enhanced member benefits and educational opportunities, while also serving as a critical advocate on key industry issues like the Prop. 65 labeling case in California.
Here, he talks to Zach Olsen, Regional Sales Manager at Bunn USA and incoming Chair of the NCA Next Generation Council, about his career, the coffee industry, and Caddyshack.
“Call it a victory for science — or maybe just for common sense.” – The Seattle Times
It was a good news week for coffee science in California.
Earlier this month, OEHHA (the state’s Office of Environmental Health Hazard Assessment agency) proposed a plan that would exempt coffee from Prop 65 required “cancer warning labels” in California after the most recent ruling in the ongoing legislation.
The statement was met with resounding support from scientists and coffee lovers alike.
“OEHHA’s Rulemaking is supported by both the full weight of scientific evidence and law,” wrote William “Bill” Murray, NCA President and CEO, in comments filed Aug. 30. The letter commended the decision and laid out the strong case for coffee in a scientific summary signed by Dr. Mark Corey, NCA’s Director of Scientific & Government Affairs, and Dr. Alan Leviton, Consultant to the NCA Scientific Advisory Group.
Simply put, the research speaks for itself: coffee does not cause cancer.
Then this week, in a groundbreaking announcement, the U.S. Food and Drug Administration sent a letter to Sacramento which emphatically set forth their support for this rule.