National Coffee Association
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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. Mar ...
, 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 agencies. Lobbying, which ...
association for the
coffee Coffee is a drink prepared from roasted coffee beans. Darkly colored, bitter, and slightly acidic, coffee has a stimulating effect on humans, primarily due to its caffeine content. It is the most popular hot drink in the world. Seeds of ...
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 territori ...
. 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,
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
Heart The heart is a muscular organ in most animals. This organ pumps blood through the blood vessels of the circulatory system. The pumped blood carries oxygen and nutrients to the body, while carrying metabolic waste such as carbon dioxide to t ...
's Ann and Nancy Wilson, and had Electric Light Orchestra'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 ...
's Michael F. Jacobson 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
Weird Al Yankovic Weird derives from the Anglo-Saxon word Wyrd, meaning fate or destiny. In modern English it has acquired the meaning of “strange or uncanny”. It may also refer to: Places * Weird Lake, a lake in Minnesota, U.S. People *"Weird Al" Yankovic ...
song " Dare to Be Stupid" 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
LucasArts Lucasfilm Games (known as LucasArts between 1990 and 2021) is an American video game licensor that is part of Lucasfilm. It was founded in May 1982 by George Lucas as a video game development group alongside his film company; as part of a large ...
adventure game '' Sam & Max Hit the Road'', the character Max mentions he's also a coffee achiever during various conversations.


See also

* Economics of coffee * International Coffee Agreement * :Coffee organizations


References


External links


Website
*Coffee &: Me http://www.coffeeandme.org/ A science-based resource on coffee, caffeine, and health -- a service of the National Coffee Association {{Authority control Coffee organizations Lobbying organizations in the United States Organizations established in 1911 Agricultural organizations based in the United States Coffee in the United States 1911 establishments in the United States