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?”
It’s been two weeks since Hurricane Florence slammed into the Carolina coast. In the storm’s devastating wake, communities across the southeastern United States are still struggling with flooding, wastewater, and access to basic supplies.
During difficult times, small things can mean the most. That’s why the Community Coffee team, in partnership with organizations like The Salvation Army USA, USO of North Carolina, American Red Cross, and Harris Teeter, has served 16,000 cups of coffee to first responders and victims of Hurricane Florence to date.
“Good or bad, everyone loved sharing stories over a hot cup of Community coffee,” says Sean Kirby, Field Manager.
The Global Coffee Platform, which represents more than 150 stakeholders across the entire coffee sector in sustainability, has appointed Carlos Brando as their new Chair of the Board.
In addition to facilitating the GCP Board’s strategic governance, Mr. Brando is set to further strengthen the relationships between GCP and international donor bodies, ensuring that more and more of the $350M spent annually on coffee sustainability is aligned with a shared sector agenda – better coordinated, and therefore more effective.
“It is a little thing perhaps, this drinking of coffee at odd times, but it is very characteristic of the city itself. Men in New Orleans give more thought to the business of living than men in other American cities.”
– Excerpt from “Fabulous New Orleans” by Lyle Saxon
Join the National Coffee Association in NOLA on March 15-17 for the NCA Annual Convention 2018, and connect with the coffee community while experiencing one of the most vibrant – and historical – cities in America.
Coffee pods, once the most dynamic segment of coffee, registered single-digit growth in 2016 and 2017, slowing from the double-digit growth seen in previous years. However, this slowdown provides opportunities for the US coffee market in the coming years.