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Thursday, March 18, 2010

  11:00 a.m.
Registration Opens

12:00 p.m. Exhibit Set Up
   1:30 p.m.
NCA Annual Meeting
 6:30 p.m.
First-Time Attendee & New Member Reception
If you’ve joined the NCA since the last Convention or if this is your first time attending an NCA Convention, please join us for a cocktail and some lively conversation. 
Members of the NCA Board of Directors will be there to welcome you to the Convention and to NCA membership.
   7:15 p.m. Convention Welcome Reception

Friday, March 19, 2010

General Session
   7:00 a.m. Registration Opens
   7:30 a.m. Exhibition Opens
    8:00 a.m. Networking Continental Breakfast
   8:30 a.m. Convention Welcome
Dub Hay, Sr. Vice President, Coffee & Tea, Starbucks Coffee Co.; Chairman-Elect, NCA Board of Directors
   8:45 a.m.       

Keynote Address: 2020 Vision: Unlocking Value in the next decade -- from source to cup.
Rocky Laverty, President & CEO, Farmer Bros. Coffee Co.
The coffee industry has undergone tremendous change over the past ten years and there is sure to be more of the same in the coming decade. Rocky Laverty, President and CEO of Farmer Brothers Coffee, will discuss the imperative for roasters to take a leadership role in working with producing countries to ensure supply and drive growth by enhancing the consumer coffee experience in the U.S. He will also discuss the ways in which Farmer Brothers, a 98-year-old coffee industry mainstay, has transformed itself over the past three years, embracing change and positioning the company to lead in the next decade.

   9:10 a.m. NCA Government Affairs Update
Ken Roberts, Director, International Business Relations, Kraft Foods N.A.
Representing the interests of the coffee industry in Washington D.C. and at the state level is integral to NCA's work. This topical session will provide an overview of current and upcoming regulatory and government affairs issues affecting the industry.
   9:40 a.m. Economic Forecast
Scott Clemons, Managing Director, Brown Brothers Harriman & Co.
An insightful and timely forecast of the U.S. and global markets.
  10:00 a.m. Kaffeeklatch - Spouse/Significant Other Event
This year’s Kaffeeklatch is sponsored by S & D Coffee and is sure to be a great event! Guests will depart on a bus from outside the main lobby of the Ritz Carlton at 10:00 am and will travel 20 minutes away to the Mission of San Juan Capistrano, known for its “Return of the Swallows” each year. The sheer tranquility and benign character of mission life and old Spanish California will be showcased. Following a guided tour of the historical mission, the group will proceed across the street to the local Starbucks for the tried and true Kaffeeklatch tradition of coffee and socializing.
  10:10 a.m. Networking Coffee Break
  10:30 a.m. Child Labor – Panel Discussion
Ricardo Villanueva Carrera, Chairman, Anacafe
Arnoldo Leiva, General Manager, The Coffee Source
Henry Ngabirano, Managing Director, The Ugandan Coffee Development Authority
Moderator: Nestor Osorio, Executive Director, ICO

Learn more about monitoring programs to eradicate child labor in producing countries and how these programs are vital to the industry.
  11:15 a.m. African Specialty Coffee: Challenges and Opportunities
David Browning, Vice President, Coffee Initiative, Technoserve
Jorge Cuevas, Director of Trade Operations, Sustainable Harvest

East Africa presents a plethora of opportunities for the specialty coffee industry and we see unlimited possibilities for farmers to increase their incomes. During this seminar, we’ll discuss the region's challenges as well as the obstacles farmers need to overcome in order to be reliable specialty industry suppliers.
  12:00 p.m. Business Luncheon & Wine Tasting (Ticketed Event - $95)
Where Do We Go From Here: How the Economic Downturn Has Changed the Wine Industry
Chris Himmelberg, Brand Manager, Kobrand Imports
The discussion will focus on the common ground between coffee and wine and how the economic landscape has affected the wine industry and what we can expect in the future. Chris will also review wine basics and discuss each of the wines that will be paired by course. 
Concurrent Afternoon Breakout Sessions 2:00 - 2:45 p.m.
    Building a Future for Quality: A Look at the Global Coffee Market, the Challenges Ahead & Solutions Developed by the Coffee Quality Institute (CQI)
Ted Lingle, Executive Director, Specialty Coffee Association of America
Arnoldo Leiva, General Manager, The Coffee Source
Henry Ngabirano, Managing Director, The Ugandan Coffee Development Authority
Moderator: Ellen Jordan Reidy, America’s Food Technologies, Inc.
Coffee demand in major markets remains stable and consumption is on the rise in emerging markets while production has declined in Central America and Colombia. These forces will undoubtedly create tension for quality purveyors as they continue to build their businesses. CQI’s initiatives, are all aimed at building a stronger and more sustainable infrastructure for quality coffee. This session will examine how CQI’s initiatives currently relate to businesses as well as how each are projected to shape the future.

Sustainable Practices, Certifying Success
Diego Pizano, Board President, 4-C Association
Thiet Van Nguyen, Field Representative, Utz Certified

Moderator: David Browning, Vice President, Coffee Initiative, Technoserve

This panel will highlight sustainability case studies focused on the challenges faced and successful approaches. The pros and cons of rapid growth and how certification programs assure social and environmental standards will also be discussed.

    Sustainable Packaging: The Next Step
Chris Burger, Coffee Product Manager, Fres-co System, USA Inc.
Stewart Richards, Technical Services Director, Innovia Films
This panel will highlight the next big step on the sustainability journey for the coffee industry: sustainable packaging. The discussion will provide valuable insight into current trends and the industry's shift to sustainable packaging, including an overview of the various packaging options currently available and emerging trends.

 3:00  p.m.
Volleyball Tournament (included in registration)

 3:00  p.m.
Tennis Tournament (court fee applies)

 5:15  p.m.
Colombian Coffee Federation Cocktail Party

 7:00  p.m.
Coffee's Got Talent Karaoke Lounge

Saturday, March 20, 2010

 8:00 a.m.
Networking Continental Breakfast
General Session

 8:30 a.m.
Second Day Welcome
Bruce Goldsmith, President, Baronet Coffee; NCA Convention Committee Chair

 8:35 a.m.
Preview: 2010 National Coffee Drinking Trends Survey
Michael Edwards, Senior Vice President, Hotspex
NCA has been conducting market research since 1950 and is uncontested as the definitive source of consumer coffee-drinking trends information. Convention attendees are privileged to preview the latest, highly-anticipated data, which will not be available in published form until early May. Conducted in January and February of 2010, this research will be up-to-the-minute data on American coffee-drinking habits.

 9:00 a.m.

Connecting With the Next Generation of Coffee Consumers
Chris Lansing, Vice President/General Manager, Consumer Business, Peet's Coffee & Tea
Bruce Mullins, Vice President, Coffee Culture, Coffee Bean International
Susie Spindler, Executive Director, Cup of Excellence
Moderator: Sherri Johns, Founder & President, Whole Cup Coffee Consulting
Today’s coffee is not your parents’ cup of joe. Coffee has become more than just a drink to get you going, it’s a social activity and often, a gourmet taste experience consumed morning, noon and night.  With many retailers offering free WiFi and cozy seating for customers who want to lounge while sipping a latte, the local coffee establishment has drastically changed in design and purpose. Join a group of your peers to find out what retailers are developing to attract and retain this new wave of coffee consumers. 

 9:45 a.m.
Networking Coffee Break

10:05 a.m.
Roaster Roundtable - Talks, Tips and Techniques
Colleen Anunu, Director of Coffee, Gimme! Coffee
Craig K. Min, CEO, Lamill Coffee

Stephen Schulman, Director of Business Development, S& D Coffee, Inc.
Moderator: Mike Perry, Owner & Roastmaster, Klatch Roasting
Hear what representatives from Gimme! Coffee and S&D Coffee, among other roasters, have to share about the roasting field. In an informal informative session, you’ll get to discuss experiences, exchange ideas, meet industry members and interact with a selection of roasters, from specialty to commercial and everything in between.

11:00 a.m.
Scientific Update: Benefits of Coffee and Health & Other Timely Topics
James Coughlin, Ph.D., President, Coughlin & Associates
Candace L. Doepker, Ph.D., Manager, Product Safety & Scientific Affairs, J.M. Smucker Company

Moderator: Norm Ouellette, VP Research & Development, Starbucks Coffee Company;  Chair, NCA Scientific Advisory Group (SAG)
This NCA Scientific Advisory Group (SAG) panel presentation will provide an update on pressing scientific and regulatory issues SAG is tracking—issues that potentially impact every attendee. Norm Ouellette will also offer comprehensive overview of the latest data and information related to that key consumption driver or barrier, the relationship between coffee and health.

12:00 p.m.

International Women in Coffee (IWCA) Fundraising  Luncheon (Ticketed Event-portion is donated to IWCA) 
Michael Gaviña, Purchasing Manager, Gaviña Gourmet Coffee
Don't miss this dynamic group's event, which will include updates about IWCA's recent initiatives to improve the lives of women in coffee globally and features the efforts Gaviña Gourmet Coffee has made toward a sustainable production chain, including social and employee programs, product life cycle and waste reduction.

12:30 p.m.
Golf Tournament at Monarch Beach Golf Links (Greens fee applies)
shuttle begins loop from Porte Cochere at 11:45 a.m.
Concurrent Afternoon Breakout Sessions 2:00 - 3:00 p.m.

Cup of Excellence Comparative Coffee Tasting
Susie Spindler, Executive Director, Cup of Excellence
Cup of Excellence has fundamentally changed the way we think about coffee. Providing blind quality assessment, recognizing regional diversity, and charged with the transparency and custody of coffee. The Cup of Excellence global family represents forty-six countries in members, partners, buyers and farmers. Join us for a lively presentation about the global impact of Cup of Excellence in identifying excellence, creating transparency and chain of custody and recognizing the producer. For your palate catch a glimpse into a variety of BRAZIL coffees currently being offered in the U.S., including the most recent Cup of Excellence coffees.



Social Media Discussion: Marketing in the Digital Age
Jeff Cohn, CEO & Chief Brand Strategist, Cohn Marketing
Nichole DuPont, Coordinator, Social Media, Bunn-O-Matic
Moderator: Alexis Rubinstein, Editor-in-Chief, Tea & Coffee Trade Journal
In today's economy, effective marketing could be the difference between tragedy and triumph. Living in a digital age, no-cost social media sites such as Twitter and Facebook have been the root of success stories for many coffee companies. This discussion will involve roasters, retailers and public relation agencies who have all used social media to develop their brand and establish a Web-based following.


At Home Coffee Market
Karalynn McDermott, Vice-President, Bunn-O-Matic
Chris Stevens, Vice President, Corporate Relations & Customer Development, Keurig

Rolie Zagnoli, Managing Director, Zagnoli Trading Company
Matthew C. Saurage, President & CEO, Community Coffee 

Moderator: Judith Ganes-Chase, Founder & President, J. Ganes Chase Consulting, LLC The economic downturn has created growth in this consumer market. Learn about the innovative product development and marketing strategies from companies who have been successful in serving these consumers.

 7:00 p.m. Chairman's Reception

 8:00 p.m.
Annual Banquet
Admission to this black-tie optional event is included as part of paid registration for delegates and spouses/significant others. Other Convention attendees, such as exhibitors and press, are invited to purchase their tickets in advance. Please contact our office at 212-766-4007. Please note that no tickets will be available on-site and no tickets will be sold to non-Convention attendees.


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