National Coffee Association facts for kids
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| Formation | 1911 |
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| Legal status | Trade association |
| Purpose | Market research Consumer information Lobbying |
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Region served
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United States |
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Membership
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Coffee companies |
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President & CEO
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William (Bill) Murray |
The National Coffee Association of U.S.A., Inc. (often called the National Coffee Association or NCA) is a very important group for the coffee industry in the United States. Its main jobs are to study the coffee market, give information to people who drink coffee, and talk to the government on behalf of coffee businesses.
The NCA helps the coffee world in several ways:
- It does research about the coffee market and the science behind coffee.
- It works with the government in the U.S. and other countries. This includes talking to lawmakers.
- It shares information with the public and helps educate people about coffee.
Contents
History of the NCA
The National Coffee Association began in 1911. It was the very first group created for the coffee industry in the United States. This makes it one of the oldest business groups in the country.
Who Belongs to the NCA?
The NCA has many members. Most of them are small and medium-sized companies. These include people who grow coffee, roast it, or sell it in stores. Also, companies that import, export, or supply coffee are members. Together, these members handle more than 90% of all coffee business in the U.S.
The current leader of the association is Michael Gaviña. He is from a company called F. Gaviña & Sons, Inc.
Coffee Drinking Trends in the U.S.
Since 1950, the NCA has been tracking how much coffee Americans drink. They do a survey every year. Then, they publish a report with all the facts and figures. This report is called "National Coffee Drinking Trends." It helps everyone understand coffee habits in the U.S.
The "Coffee Achievers" Campaign
In the 1980s, fewer people were drinking coffee. So, on September 11, 1983, the NCA started a big advertising campaign. It cost $20 million and was called "Join the Coffee Achievers." The goal was to get young adults, aged 18 to 34, to drink more coffee.
The TV ads showed famous people like David Bowie and Jane Curtin. The theme song was "Hold On Tight" by Electric Light Orchestra. The ads suggested that coffee could make you feel calm and happy. However, some groups, like the Center for Science in the Public Interest, said these claims were misleading.
