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Issue Date: Vol. 47, No. 1, January 2007, Posted On: 2/1/2007


‘Coffee On The Move’ Themes 96th NCA Confab In March

NEW YORK CITY — The National Coffee Association is putting the finishing touches on plans for its 96th Annual Convention, which will be held March 1-4 at The Phoenician in Scottsdale, AZ. This year’s theme is “Coffee on the Move: Forging New Profiles.”

NCA’s annual meeting will take place on Thursday, March 1 at 4:00 PM. It will be followed by a reception for new members at 6:15 PM, and a welcome reception for all NCA members at 7:00 PM.

The educational program gets under way on Friday, March 2 from 7:15 AM to 8:30 AM with concurrent breakfast round tables. Topics include the benefits and challenge of adapting to consumer demand for gourmet/specialty coffee; the trends, challenges, and rewards of taking a brand global; and making innovation a permanent part of a company’s business model.

Robert F. Nelson, president and chief executive officer of the National Coffee Association, will present opening remarks at 8:45 AM. Immediately afterward, Gabriel Silva, National Federation of Coffee Growers of Colombia, will deliver a welcome address, and Rep. Ileana Ros-Lehtinen (R-FL) will offer a Congressional welcome.

At 10:00 AM, a session entitled “Managing Financial Risk in the Coffee Trade” led by Eric Nadelberg, Prudential Financial Derivatives, LLC, will explain why the typical ways of dealing with risk are no longer adequate in today’s market. He will review the extrinsic and intrinsic factors that affect price, and will describe a framework for managing risk.

Three concurrent sessions will be held from 10:55 to 11:35 AM. “Making the Right Packaging Decision for Your Brand,” presented by Luis de la Mora, Rovema Packaging Machines and Jeff Clark, Curwood Inc. will review the latest  coffee packaging options, and show how a company’s packaging decisions influence brand identification.

“The Liquid Coffee Storm Continues to Rise,” led by Paul Kalenian, X Café and John Thing, Bunn Corp., will take a look at the market penetration and potential of new-generation coffee concentrates, as well as developments in liquid extraction and dispensing technologies.

Following up on the popularity of the Cupping Workshop at last year’s convention, NCA has invited David Dallis, Dallis Bros. Coffee, to host the workshop again this year. Dallis will cover all aspects of cupping, from proper sample preparation right through to taste-testing. Seating is limited and prior registration is required.

Another series of concurrent seminars will be held from 11:40 AM to 12:20 PM. Matthew Brauner, Brauner International Inc. will present “Port Issues You Should Know About,” reviewing changes in shipping and cargo regulations of which the industry should be aware, as the U.S. Customs and other agencies seek to tighten national security.

Presenting “Hosting A Barista Tournament to Enhance Roaster Visibility,” Sherri Johns, WholeCup Coffee Consultants, will explain that hosting a Barista Tournament can generate publicity and build image, and offer tips on organizing and staging one.

At a business luncheon from 12:30 to 2:00 PM, Michael O’Donovan, Dunkin’ Brands, will probe the “Expanding Role of Coffee in the Culinary Arts,” exploring the ways coffee is being adopted by the culinary profession and sharing research that Dunkin’ Brands has conducted in this area.

From 2:00 to 3:30 PM, a panel including Rick Peyser, Green Mountain Coffee Roasters; Linda Harelick, Kraft Foods North America; Sabrina Vigilante, Rainforest Alliance; David Abney, Quality Assurance International; and David Rosenberg, Utz Kapeh, will explore the “Profitability Track Record of Certified Coffees.” The panel will take a hard look at the market success and financial performance of sustainable coffees from the roaster’s perspective, and afford the certifying organizations an opportunity to make a market-based case for their certifications.

On Saturday, March 3, programming resumes with break-out sessions from 8:00 to 8:45 AM. A session titled “What’s Your Profile?” led by Karl Schmidt, Probat Burns, will review the critical elements in effective profile-roasting and the latest advances that can improve flavor consistency.

Showgoers will learn how the National Federation of Coffee Growers of Colombia reconnected its brand’s famous symbol to a  changing marketplace at “The New Face of Juan Valdez,” led by Luis Samper, National Federation of Coffee Growers of Colombia and David Altschul, Character LLC.

NCA will provide an global update on the major growing regions from 9:00 to 9:45 AM at the Producers’ Forum, featuring Roberto Velez, National Federation of Coffee Growers of Colombia; Michael R.A. Timm, Stockler Comercial e Exportadora Ltda. (Brazil), Vivek Verma, Olam International, Ltd. (Asia) and Henry Hüeck, Ramacafé (Central America). Panelists will discuss production statistics and the cultural, economic and political drivers affecting coffee in their region.

At the same time, “Opportunity in the Asian Market,” led by Christine Day, Starbucks Coffee Co., will offer an overview of Asia’s retail potential based on her experience in opening many coffee outlets there.

Jim Block, DTN’s chief meteorological officer, will ponder “global warming” and how it might affect coffee production in the short and long term at a session titled “The Implications of Global Warming,” from 10:40 to 11:10 AM.

Ending the program on a high note from 11:10 to 11:40 AM, Starbucks’s Bill Gottlieb will present “Preview: National Coffee Drinking Trends Survey.” Participants will get a preview of the new edition of NCA’s landmark consumption study, which has been published for more than half a century. Findings will include the latest shifts in long-term U.S. coffee drinking trends. Analysis will focus on the trend results in terms of occasional and daily drinkers, established and new drinkers; in-home and out-of-home consumption; and consumer perception of origins.

Visit ncsausa.org for further details, or call NCA at tel. (212) 766-4007.


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