Why did you become a member of the National Coffee Association (NCA)?
We joined because NCA is the leading trade association for the U.S. coffee market. NCA members are comprised of organizations from across the industry. NCA is an advocate for the entire coffee industry, an educator who leads the industry in market intelligence and a conduit for networking with industry peers to address key industry issues.
Setting the stage for the next evolution in dietary guidance to Americans for 2020-2025
Editor’s note: The connection between lifestyle and health is increasingly being recognized by the medical and scientific communities. We know that diet, exercise habits, and smoking and alcohol consumption impact our health. And as the science continues to advance, it seems there are new discoveries weekly.
To help Americans make healthy food and beverage choices, the U.S. Government issues Dietary Guidelines, which in the past have been communicated by USDA guides such as the Food Guide Pyramid and MyPlate.
When the USDA last undertook this exercise, the NCA formally recommended that the healthy aspects of coffee be recognized – and they were. The 2015-2020 Guidelines acknowledge that coffee can be part of a healthy diet.
And the process to update these guidelines is now well underway.
By Dr. Mark Corey, Director of Scientific & Government Affairs, National Coffee Association
Over the past two days, I attended the meeting of the 2020-2025
Dietary Guidelines Advisory Committee (DGAC) in Washington, DC, focused on
creating the protocol and guidelines shaping US nutrition and guidance to
Americans for the next 5 years.
Panels of experts are examining every aspect of the American diet, inside and out, and have outlined their process for evaluating the science-based evidence. Subcommittees are focused on a range of topics such as dietary patterns and looking across different age groups from birth to older adults.
From sourcing to roasting, coffee companies can have a lot to say about their product. These messages can majorly influence consumer perception and behavior – but not necessarily in the ways you’d expect.
A new NCA Consumer Insights report (based on NCDT data) takes a closer look at coffee claims – which include general statements, perceptions, or things that people find motivating about coffee.
For example, said Cheryl Hung, VP of Research at Dig Insights, during a recent webinar: “What kind of equity does coffee have with consumers? Are there positive and negative associations with coffee among different demographics? Who perceives coffee in a negative light? And what can we say to persuade them from a marketing perspective, or via point of sale?”
A pound of wholesale arabica coffee beans has been selling for under $1 since March, the lowest price point in more than a decade. One pound of ground coffee will make about 48 cups.
But experts say consumers will still be paying the same price for a cup of coffee or latte in stores and cafes. While wholesale coffee prices have been dropping, coffee prices for consumers have actually been going up.