STiR coffee and tea magazine

STiR coffee and tea 15 NEWS give people the facts they need to make the right decisions for themselves. Just last year we launched, for our internal use, a database in which we are compiling relevant research studies – so we can quickly access that information and analyze it as the body of literature grows. This builds on our health website – Coffee and Me – which is a consumer-facing platform. This year, we'll be exploring some new ways to leverage these opportunities to build awareness and connect with consumers. We're continuing to develop our web- site, blog, and social platforms, with the focus on building more comprehensive and accessible digital resources. STiR: Colombia seized the moment last July in hosting the first World Coffee Producer's Forum in Medellin where it adopted a country-wide sustainability mandate. NCA is on the record advocating sus- tainable practices from seed to cup. Which initiatives in which NCA is involved hold the greatest promise? Gaviña: NCA can have the greatest impact when we do things that fit our role as an as- sociation. When it comes to regulations and science, we are proud to lead the way. We're also comfortable to follow the lead of others when that makes sense with respect to our mission and resources. When it comes to sustainability, we're most powerful as a forum, convener, and a communications channel, to support the incredible work being done by others. We are in a unique position to bring people together from across the supply chain, and facilitate important conversations about where we can go from here. Last year we had over a million visits on our website from consumers seeking ad- vice about brewing, storing, or grinding coffee. One of our objectives this year is to develop consistent messaging on sustainability, so we can encourage those consumers to learn more about sustainability and make informed choices. This is similar to the motivation behind NCA's Sustainability Showcase and our new Coffee Gives Back Charity Program, which will make its debut at the NCA con- vention in March. We will be celebrating and honoring the organizations that are working to support those farmers that may be struggling. Here again, we feel we can be most effective by bringing attention and recognition to those doing such work, rather than simply creating one more program. STiR: China is a great potential source of arabica as the world enters a 50-year period of decline. The country is both a huge market and supplier. It will host its first coffee forum at the Yunnan Coffee Exchange this January. The country is not officially a member, but it is aligned with the International Coffee Organization as an observer. NCA has cordial and long-standing relationships with Brazil and Colombia and major producers worldwide; what is the official position on China? Gaviña: Coffee is a global commodity, and today's world is completely connected. We're seeing unprecedented growth in markets around the world, especially in coun- tries that did not traditionally consume coffee, like China. International coffee culture is flourishing. One of NCA's top priorities at the next ICO meeting in Mexico City is to meet with our counterparts from China, and discuss how we can best work together going forward. STiR: Organizations advance only if they evolve. Will you shed light on the recent reorganization of NCA's staff and structure? Gaviña: Scientific and technical matters are more important than ever before. And cof- fee is complicated. As I've already mentioned , we are adding to – enhancing – the work we do for our members by creating a new emphasis on the development of practical, technical, and scientific resources that they can use to address immediate problems. This is how we are evolving – and why we've created a new science role on staff, one that will be a readily accessible, cost effective on-demand resource for our mem- bers across many fields, including toxicology, epidemiology, chemistry, and biology. Ultimately, our goal is to keep moving forward so we can better serve the needs of the coffee industry and our members. We're making a lot of changes, but our core val- ues remain the same: we are stronger together, and will continue to bring the industry together to strengthen each other.

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