The National Coffee Association (NCA) or (National Coffee Association of U.S.A., Inc.), is the main

market research Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Mark ...

, consumer information, and

lobbying In politics, lobbying, persuasion or interest representation is the act of lawfully attempting to influence the actions, policies, or decisions of government officials, most often legislators or members of regulatory agency, regulatory agencie ...

association for the

coffee Coffee is a drink prepared from roasted coffee beans. Darkly colored, bitter, and slightly acidic, coffee has a stimulant, stimulating effect on humans, primarily due to its caffeine content. It is the most popular hot drink in the world. S ...

industry in the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...

. The association has functions and services include: *Market and scientific research *Domestic and international government relations, including lobbying *Public relations and education

History

The National Coffee Association was founded in 1911. It was the United States' first association for the US coffee industry, and it is one of the oldest

trade associations A trade association, also known as an industry trade group, business association, sector association or industry body, is an organization founded and funded by businesses that operate in a specific industry. An industry trade association partici ...

formed in the country.

Membership and management

NCA's membership comprises mainly small and mid-sized companies, including coffee growers, roasters, retailers, as well as importers/exporters and wholesaler/suppliers. This membership accounts for more than 90% of all US coffee commerce. The Chairman of the association is Michael Gaviña with F. Gaviña & Sons, Inc.

National Coffee Drinking Trends

Started in 1950, this branch of the NCA surveys coffee consumption in the United States, producing a statistical research report published annually.

"Join the Coffee Achievers"

In response to twenty years of declining coffee consumption, the association launched a $20 million "Join the Coffee Achievers"

advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...

on September 11, 1983. Aimed at the 18-to-34 age group, the

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s featured Ken Anderson,

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Jane Curtin Jane Therese Curtin (born September 6, 1947) is an American actress and comedian. First coming to prominence as an original cast member on the hit TV comedy series ''Saturday Night Live'' in 1975, she went on to win back-to-back Emmy Awards for ...

, Joe Jackson,

Allison Roe Allison Pamela Roe (née Deed; born 30 May 1956) is a New Zealand politician and former long-distance athlete. Athletics career Roe was born in Auckland in 1956. In 1981, she won both the Boston Marathon and New York City Marathon, becoming ...

Cicely Tyson Cicely Louise Tyson (December 19, 1924January 28, 2021) was an American actress. In a career which spanned more than seven decades in film, television and theatre, she became known for her portrayal of strong African-American women. Tyson recei ...

Kurt Vonnegut Kurt Vonnegut Jr. (November 11, 1922 – April 11, 2007) was an American writer known for his satirical and darkly humorous novels. In a career spanning over 50 years, he published fourteen novels, three short-story collections, five plays, and ...

and

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Ann Anne, alternatively spelled Ann, is a form of the Latin female given name Anna. This in turn is a representation of the Hebrew Hannah, which means 'favour' or 'grace'. Related names include Annie. Anne is sometimes used as a male name in the ...

and Nancy Wilson, and had

Electric Light Orchestra The Electric Light Orchestra (ELO) are an English rock band formed in Birmingham in 1970 by songwriters and multi-instrumentalists Jeff Lynne and Roy Wood with drummer Bev Bevan. Their music is characterised by a fusion of pop, classical a ...

's " Hold On Tight" as the theme song. The campaign was criticized by the

Center for Science in the Public Interest The Center for Science in the Public Interest (CSPI) is a Washington, D.C.-based non-profit watchdog and consumer advocacy group that advocates for safer and healthier foods. History and funding CSPI is a consumer advocacy organization. Its f ...

Michael F. Jacobson Michael F. Jacobson (born July 29, 1943), who holds a Ph.D. in microbiology from Massachusetts Institute of Technology, is an American scientist and nutrition advocate. Jacobson co-founded the Center for Science in the Public Interest in 1971, al ...

who targeted statements about coffee providing "serenity and contentment" as being incorrect and misleading.Purcell, David. "Ads linking coffee with achievement called 'misleading,'" ''The Christian Science Monitor'', Friday, December 9, 1983.
/ref> Coffee Achievers was mentioned in the 1985

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song "

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" and the 1989 Bad Religion song "

Anxiety Anxiety is an emotion which is characterized by an unpleasant state of inner turmoil and includes feelings of dread over anticipated events. Anxiety is different than fear in that the former is defined as the anticipation of a future threat wh ...

." In the 1993

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adventure game ''

Sam & Max Hit the Road ''Sam & Max Hit the Road'' is a graphic adventure video game released by LucasArts during the company's LucasArts adventure games, adventure games era. The game was originally released for MS-DOS in 1993 and for Mac OS in 1995. A 2002 re-release ...

'', the character Max mentions he's also a coffee achiever during various conversations.

References

External links