The NCA’s first virtual convention begins 3 March

Under the theme ‘Together Toward Tomorrow,’ the National Coffee Association (NCA) is launching its first virtual summit on 3 March. Running until 5 March, the convention features an interactive agenda with top leaders from across the coffee community and beyond.

“The convention is now more important than ever before, as we safely gather experts, share insights, and strengthen opportunities for everyone in the coffee value chain can thrive,” said NCA president and CEO William “Bill” Murray.

This year’s general sessions include a diverse group of speakers. Peabody Award-winning journalist Michele Norris, founder of The Race Card Projec, will host a discussion on race, culture and identity. Brett Culp, an award-winning documentary filmmaker and founder of the not-for-profit The Rising Heroes Project, will aim to inspire participants to lead, while Eric Schwartzman, a nationally recognised entrepreneur and coach will discuss how Covid-19 impacted today’s digital business trends and share strategies for successful marketing in the digital age. And the always popular G. Scott Clemons, partner and chief investment strategist at Brown Brothers Harriman, returns to offer an analysis of the US economy and outlook for 2021.

Given consumers elevated concerns about health, well-being and reducing stress, NCA has invited Timothy Caulfield, the host and co-producer of the award-winning Netflix series A User’s Guide to Cheating Death and author of Relax, Dammit!: A User’s Guide to the Age of Anxiety to be the keynote speaker. His session will break down the decisions that stress consumers out and how to communicate the science that says there’s nothing to worry about — including America’s favourite beverage.

The virtual convention will also have an array of Covid-19 and health-related programming:

• Covid-19 Safety for Roasters and Manufacturers – Scott Hawks, senior consultant, ToxStrategies
• Covid-19, Supply & Demand, Currency Volatility, Consumption and the Challenges Ahead – Albert Scalla, senior vice president of Trading, StoneX Financial
• Simple, Premium, Functional: The Post-Pandemic Landscape for US Coffee – Matthew Barry, beverages consultant, Euromonitor International
• Communicating Coffee & Health to a Global Audience – a joint coffee association panel discussion
• Down But Not Out: Challenges and Opportunities in Away-from-Home Coffee – Caleb Bryant, associate director of food & drink, Mintel
• NCDT 2021: Tracking Consumers Coffee Consumption During Covid-19 – Cheryl Hung, vice president of Research, Dig Insights

The NCA announced that Community Coffee Company and Folgers Coffee Company will serve as hosts for the virtual convention.

Root Capital has been named the 2021 NCA Origin Charity of the Year Award, sponsored by Mother Parkers Tea & Coffee, in recognition of Root Capital’s long-standing work helping smallholder coffee farmers thrive. The NCA is also recognising Enveritas Inc. and Strategies for International Development (SID) as Origin Charity of the Year finalists, for their work in supporting global environmental sustainability and helping farmers across the globe build successful businesses that increase their income, respectively.

All Convention content will be available on-demand for 30 days after the event, so attendees can enjoy the programming on their schedule. Register for the convention here by 2 March.

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