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Harris Interactive To Unveil Consumer Coffee Trend Data At Next Week's Coffee Summit

Posted On: 6/11/2009

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NAMA, National Automatic Merchandising Association, Harris Interactive, Roger Stewart, Leo Fante, Geoff Paul, coffee retailing, coffee consumption, hot beverage trends, vending education, vending business, vending routes, vending machine, foodservice, office coffee service, OCS, automatic retailing, coin-op, merchandising

CHICAGO -- New research data pinpointing specific consumer preferences and trends regarding coffee that can help coffee service operators build their businesses and increase profits will be unveiled at the second National Automatic Merchandising Association Coffee Summit. It takes place Monday, June 15 through Wednesday, June 17 at the Crowne Plaza Hotel in Cherry Hill, NJ.

On the final day of the summit, during a session entitled "Competing for Share of Thirst," Harris Interactive's Jennifer Kitchen, vice-president of consumer goods research, and Mary Bouchard, senior research director, will provide insights on current and future trends in beverages as they impact coffee drinking in the workplace based on a comprehensive research study conducted by the firm.

"Research of this caliber delivers priceless information that can help operators understand key trends and preferences ahead of the curve, so they can implement new messages, marketing campaigns and programs before their competitors," said NAMA director of coffee service Roger J. Stewart. "However, such research is also usually quite expensive and out of reach financially for many of our members, which is why we are so excited to present these findings at the summit."

Following a welcome reception on Monday evening, the educational program begins Tuesday morning with a series of roundtable discussions. Topics include sustainability and helping customers go green, led by Kraft Foods; account retention and conversion practices, facilitated by Kevin Daw, president of KNJ Sales; route profitability and hiring the right route driver, led by Mike Jones, vice-president of John Conti Coffee; and trends in single-service coffee, facilitated by Steve Silha, Midwest regional manager of Lavazza. A panel of facilitators led by convention chair Geoff Paul of Excelso Coffee (Norcross, CA) will highlight key points from the morning session after lunch.

The afternoon sessions include a presentation by Richard Smith, president of OCSAccess, who will share his expertise on website effectiveness, e-commerce and integrating front- and back-of-the-house software. Jim Nelson of Everpure and Michael Rice of Follett Corp. will lead a session on water filtration and adding ice cubes to the OCS mix as an added revenue stream. Samantha Veide of Mars Drinks will address how operators can make sound staffing decisions in challenging times.

The Tuesday evening network and tabletop reception will feature food and beverages and an opportunity for operators to meet key suppliers, manufacturers and distributors and learn more about their products and services.

Wednesday's agenda begins with a keynote address by coffee industry pioneer Leo Fante, titled "Outside the Marketing Box." Fante, a 30-year OCS veteran, is director of business development for Consumers Choice Coffee (Louisville, KY), which serves more than 1,500 coffee and foodservice accounts in Kentucky, Indiana and Ohio. Rounding out the closing-day sessions, NAMA Knowledge Source Partner Rick Leffke will outline the skill sets that make a difference in selling new customers and holding onto current accounts.

NAMA's 2010 Coffee Summit will be held in Las Vegas in early October; specific dates have not yet been finalized.

For more information, email Roger Stewart at rstewart@namacoffeeservice.org, or visit www.vending.org to register and book a hotel room for next week's Coffee Summit online.