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Issue Date: Vol. 44, No. 9, September 2004, Posted On: 10/8/2004


NCA '04 Fall Education Conference Highlights Coffee Market Trends


Emily Jed
Emily@vendingtimes.net

NEW YORK CITY - The Marriott New York at Brooklyn Bridge hotel will host the National Coffee Association of USA's annual Fall Education Conference from October 27 through 29. A three-track program offers content of interest to everyone from marketing and sales personnel through retailers to roasters, manufacturers, importers and exporters.

New this year is a "Success with Sustainability" track, which has been developed in conjunction with the International Institute for Sustainable Development. It will focus on the strategic importance to producers and retailers in consuming nations of the economic, social and environmental wellbeing of their suppliers in the producing countries.

A second track, "Unleashing Coffee's Potential," will offer in-depth technical information on coffee as an agricultural product, including harvesting and processing for export, the process of arbitrating green coffee contracts, and cupping samples to assess quality. Also in the spotlight will be roasting, grinding and brewing technology, as well as food safety and security issues in the context of new national security regulations.

Of particular interest to those who sell coffee for out-of-home consumption will be the "Value-Infused Marketing" track. This will offer a wide-ranging look at coffee consumption today.

Highlights include a seminar on the impact of new single-cup home brewing systems on consumer quality expectations, led by Wesley Delm of Java Trading, Grindmaster's Lisa Klein and Keurig's Dave Manly, and an update by Mike Dabadie of Wirthlin Worldwide on the "Gourmet Systems' Impact on the Workplace" commissioned by Mars Inc. and presented at last year's National Automatic Merchandising Association National Expo.

Mary Petitt of the Colombian Coffee Federation, David Dallis of Dallis Bros. Inc., and Randy Pope of Bunn-O-Matic Corp. will join Linda Smithers, Susan's Coffee & Tea and Suzanne Brown of Brown Marketing Communications for an open forum on "Coffee Trends to Watch."

Tonya Hyatt of The Folger Co. will detail the new "Coffee Delivers" promotional campaign being rolled out by NCA, a national program using market-tested messages based on scientific evidence of coffee's healthfulness. This will be complemented by a session on "Increasing Coffee Consumption with a Positive Health Message," presented by Gary Goldstein of G2 Communications.

Michael Edwards of Maritz Research will explain how to use the NCA's annual National Drinking Trends study to best advantage, and Rick Peyser of Green Mountain Coffee will address the challenge of marketing sustainability to coffee consumers. Kenneth Davids of Coffee Review will explain how to communicate the flavor values of coffee to consumers. Smithers will return to offer "Tools to Communicate Value to Consumers at Point of Sale," and Bown will again take the podium for a discussion of "Marketing Coffee to Foodservice Customers."

Also under the microscope will be trends in espresso drinks, examined by Ed Valle of Dunkin' Donuts. Dimitra Rizzi of Sara Lee Coffee & Tea foodservice, and Elizabeth Rosgerg of Krups North America. Spencer Turer of Amerada hess Corp.'s Hess Express chain will provide details on the "Convenience Store Experience, and Bill Freeman of Mozaic will explore the importance of "packaging that pops" in building brand awareness and upgrading perception. He will present two case studies to illustrate his point.

The general session on Thursday, October 28 will be keynoted by David Dallis, and two special events will enliven the conference. On the evening of Wednesday, october 27, a welcome reception is slated for the host hotel. And the eagerly-awaited mock trading session and networking reception, held on the floor of the Coffee Exchange at the New York Board of Trade, will take place on Thursday afternoon from 4:00 to 5:30 PM.

Registration for the National Coffee Association of USA Fall Conference can be handled online at ncausa.org by using the "Conference" line, or over the telephone by calling (212) 766-4007 between 9:00 AM and 5:00 PM (Eastern time) from Monday through Friday.


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