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 (NCA) is a group that helps the coffee industry in the United States. It is also known as the National Coffee Association of U.S.A., Inc. This association does important work like studying what people like about coffee, sharing information with consumers, and talking to the government about coffee-related topics.
The NCA offers several services and functions. These include:
- Studying the coffee market and doing scientific research.
- Working with governments in the U.S. and other countries. This includes talking to lawmakers.
- Sharing information with the public and educating people about coffee.
Contents
History of the NCA
The National Coffee Association was started in 1911. It was the first group of its kind for the coffee industry in the United States. It is also one of the oldest trade associations in the country. A trade association is a group of businesses that work in the same industry. They join together to help their shared interests.
Who Belongs to the NCA?
Most of the companies that are members of the NCA are small and medium-sized. These members include coffee growers, companies that roast coffee beans, and stores that sell coffee. Importers, exporters, wholesalers, and suppliers are also members. Together, these members handle more than 90% of all coffee business in the U.S.
The current Chairman of the association is Michael Gaviña. He is from F. Gaviña & Sons, Inc.
Coffee Drinking Trends in the U.S.
Since 1950, the NCA has surveyed how much coffee people drink in the United States. They publish a report every year with their findings. This report shares interesting facts and numbers about coffee drinking habits across the country.
The "Join the Coffee Achievers" Campaign
In the 1980s, fewer people were drinking coffee. To help with this, the NCA started a big advertising campaign on September 11, 1983. It was called "Join the Coffee Achievers" and cost $20 million.
The campaign wanted to encourage people aged 18 to 34 to drink more coffee. The television commercials featured many famous people. These included David Bowie, Jane Curtin, Joe Jackson, Cicely Tyson, and Kurt Vonnegut. The theme song for the ads was "Hold On Tight" by Electric Light Orchestra.
Some people did not agree with the campaign's messages. For example, a group called the Center for Science in the Public Interest thought that saying coffee provided "serenity and contentment" was not accurate.
The "Coffee Achievers" campaign was mentioned in popular culture. It appeared in the 1985 song "Dare to Be Stupid" by "Weird Al" Yankovic. It was also in the 1989 Bad Religion song "Anxiety." In the 1993 video game Sam & Max Hit the Road, a character named Max also mentions being a "coffee achiever."
See also
- Economics of coffee
- International Coffee Agreement
