Behind the scenes with the President & CEO of the National Coffee Association USA
William (Bill) Murray has served as President and CEO of the National Coffee Association (NCA) since 2014, following leadership positions at the Public Relations Society of America and the Motion Picture Association.
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.
Mardi Gras World at the NCA 2018 Convention
The following Q&A is from the NCA Next Generation Group, a National Coffee Association initiative to engage and support young professionals and emerging leaders across the coffee industry.
Shelby Westfeldt Mills
President, Coffee/Tea Trader
Westfeldt Brothers, Inc.
NCA Next Gen Council
Interviewed by Janet Colley Morse
How and when did you get involved with the coffee industry?
It was right after Katrina in 2005 and I was living in New York City interviewing for jobs in advertising. My dad had to relocate Westfeldt Brothers to North Carolina, and asked if I would work on the New York Board of Trade (now the ICE) as a clerk and assist WBI.
I put everything on hold and started immediately. I fell in love with it!
If you ask how I ended up at Westfeldt Brothers, that was probably because my mom made my dad give me a job.
What interested you in joining the NCA Next Gen group and then becoming part of the council?
By Guillaume Zbinden, Be Green Trading
On behalf of the NCA NextGen Council
Switzerland is an important country for the coffee trade and roasting industry, and serves as the headquarters for several major coffee trading houses and roasters. (The country is even one of the world’s top five coffee exporters.)
This year, leadership from across the international coffee industry will come together for the 9th annual Swiss Coffee Trading Association Gala Dinner, October 11-12, 2018, in Geneva. It’s part of the SCTA Conference & Dinner 2018, “Making Waves.”
Janet Colley Morse, Dupuy, at the NCA Convention 2017
The following post is from the NCA Next Generation Group, a National Coffee Association initiative to engage and support young professionals and emerging leaders across the coffee industry. It is part of an ongoing series introducing you to the NCA Next Gen Council.
Janet Colley Morse
NCA Next Gen Council Member
Vice President at Dupuy Storage & Forwarding, LLC
As interviewed by Shelby Westfeldt Mills, NCA Next Gn Council Member Continue reading
Standing room only at the first NCA Next Generation Council educational session
Highlights from the National Coffee Association 2018 Convention
From the NCA Next Generation Council
The NCA Next Generation Council hosted its first annual Educational Breakout Session on the morning of March 15, at the NCA 2018 Convention in New Orleans. The event is part of the NextGen’s larger initiative to support talented young professionals who are passionate about the coffee industry.
Judging by attendance, the inaugural installment was a huge success – standing room only!
Photo: @tanitotoro via @peoplebrewcoffee
[Editor’s note: The NCA Next Generation Council is leading an NCA Instagram photo contest! Follow the National Coffee Association at @nationalcoffeeusa and tag us in your coffee photos with #NCAUSA for a chance to win agreat prize donated by Bunn. Deadline: March 15]
Instagram is a powerful platform for coffee businesses of sizes: the platform has a community of 800 million, with 500 users million using it every day (second only to Facebook, via Hootsuite). And with 80% of Instagrammers follow at least one business, it’s a great way to engage consumers.
There are a lot of great ways to use Instagram to showcase your brand, from promoting new products to sharing a glimpse into your company culture. And fortunately for our industry, coffee is particularly photogenic. But getting that perfect shot (espresso or otherwise) requires more effort behind the scenes than you think.
Over on the MistoBox blog, Melissa Hall reached out to some of the most talented coffee photographers for their top insta-tips on bringing out your coffee’s best side. (Be sure to check out their feeds for even more caffeinated inspiration – and follow the NCA at @nationalcoffeeusa.)
Introducing a New Breakout Session for Young Professionals at the NCA 2018 Convention
The NCA Next Generation Council is proud to announce its first annual NCA Convention Breakout Session on Thursday, March 15 at 9:30am, open to all Next Gen delegates and prospective members.
This pre-conference session is aimed at providing the under-40 coffee community with tailored content that will be especially relevant to attendees. While there will be organized presentations, this is intended to be an informal event. Our goal is to fill a room with Next Gen coffee constituents and provide helpful information, as well as a platform to ask questions and voice what they want out of the NCA’s Next Gen initiatives (we’re still a very young initiative, after all).
By William “Bill” Murray, President & CEO, NCA
This post was originally published on LinkedIn
For over twenty years, I worked for the motion picture industry. Networking has always been the lifeblood of Hollywood – even while it was maddeningly difficult.
Take film industry conventions.
Hollywood has a couple of typical industry conferences, but most gatherings revolve around film festivals – often in glamorous, expensive places. There’s seldom a big exhibit hall with vendors – instead, filmmakers show clips of their work in private rooms, writers “pitch” scripts in one-on-one meetings, and deals are made at unadvertised parties.
There’s a secretive, fluid mystery to everything that’s happening, and always the sense that you are missing something. That uncertainty is complemented by the chaos of autograph seekers, paparazzi, and publicists all jockeying for attention. Unless you know how to “work” a film festival, you might as well stay home.
While networking at film festivals and association conventions may seem to have little in common, there is one key aspect in which they are similar: if you plan to network at either, you’ll need to have a strategy and go prepared.
For association conventions, here’s what’s key:
Editor’s note: The NCA Next Generation group is a growing initiative to support young professionals who are passionate about coffee, and develop future leaders across the industry.
Ready to get involved? We’re now accepting applications for three non-officer positions on the NCA Next Gen Council. (While NCA Next Gen is open to everyone, NCA membership is required for Council positions.)
Learn more about NCA Next Gen, or join now. The NCA Next Gen Council will be presenting a breakout session at the NCA 2018 Convention in New Orleans – hope to see you there!
In this new and fast-paced world, keeping current with industry news and events can be demanding.
The NCA Next Generation Council is proud to announce our new series of newsletters to help keep you, the next generation of leaders in the coffee industry, up to date on all things going on in the coffee world. (Check out the inaugural issue here.)
“As we look ahead into the next century, leaders will be those who empower others.” — Bill Gates
Meet the crema of the crop.
The NCA Next Generation initiative was launched last year to help support talented young professionals who are passionate about the coffee industry. (NCA membership is not a prerequisite to join.)
Led by a volunteer board of emerging leaders, the Next Gen group has worked for the past year to develop new networking opportunities, professional development programming, and NCA social media initiatives.
The first Next Gen Breakout Session will be held at the NCA 2018 Annual Convention on March 15 in New Orleans. The educational session will include leadership lessons, investment insights for a young adults, and information on how to get involved.
Here, Brandon Jackson, Vice President in Commodities & Logistics, Brown Brothers Harriman, and the first Chair of the NCA Next Gen Committee, talks about why we need new voices to help guide the coffee industry’s future – and what to expect next.