NCA Convention Speakers and Sessions

Sign up to receive 2025 Convention updates and stay tuned! We're brewing an excellent roster of speakers and sessions, featuring an array of industry interests and trends.

Strong Alone, Better Together: Turning Individual Growth into Collective Transformation.

Sebastian Terry, Author

Shocked by the death of a close friend, Sebastian asked himself, “Am I happy?” The answer was no. He created a list of 100 things to transform his life. Over a decade, he pursued these goals and inspired others to do the same. From marrying a stranger in Vegas to helping a quadriplegic man complete a half marathon, his journey became a best-selling book, reality show, and renowned keynote. Sebastian blends storytelling with research, offering inspiration, education, and entertainment, leaving audiences with a toolkit for growth. His keynotes are highly anticipated, making audiences laugh, think, and take action.

Coffee Consumer Insights (2025 NCDT Sneak Preview)

Cheryl Hung, Vice President of Insights

Dig Insights

Cheryl’s career in market research began in a small boutique firm coding verbatims. She was quickly exposed to a variety of quantitative and qualitative methodologies, providing her with opportunities to help clients solve their business issues with innovative approaches to analyze consumer behavior. Over the last several years, Cheryl has led the analysis on the National Coffee Association and Coffee Association of Canada's annual beverage tracking studies.

U.S. Economy and Markets in 2025

G. Scott Clemons,  Partner and the Chief Investment Strategist

Brown Brothers Harriman & Co.

 
Scott Clemons' insights on the economy, financial markets, and investing are highly regarded. He frequently contributes to major media outlets like The New York Times and CNBC. Scott is a trustee of several prestigious institutions, including the Morgan Library and Museum. He holds an A.B. in classics from Princeton University and is a CFA charterholder and a member of the New York Society of Security Analysts and the CFA Institute.

The State of the National Coffee Association

William "Bill" Murray, President & CEO

National Coffee Association

William (Bill) Murray has served as President and CEO of the National Coffee Association (NCA) since 2014, leading advocacy, regulatory, and member support activities. Previously, he was CEO of the Public Relations Society of America (PRSA), guiding it through the Great Recession. Bill also spent over 20 years in Hollywood, ending his career there as Executive Vice President and Co-Chief Operating Officer at the Motion Picture Association of America (MPAA).

Robusta of the Future: Innovations, Origins, and Tasting Experience

Dan Pabst

Melitta

In this two-part session, attendees will explore the evolving landscape of Robusta coffee, from its historical roots to its future potential in the global market. The first part of the session will feature a 30-45 minute presentation covering key topics such as the history of commercial Robusta production, innovations in processing, new and emerging Robusta origins, and the role of Robusta in today’s coffee industry.

Following the presentation, attendees will participate in a guided roundtable tasting featuring four distinct Robusta samples, each representing a range of quality and origin types. Representatives from the importing companies will be on hand to guide the tasting, share insights, and answer questions about the unique flavor profiles of each sample. This immersive experience will offer a fresh perspective on the future of Robusta and its growing significance in the coffee world.

Logistics: Current Challenges and Long Term Outlook Facing the Coffee Supply Chain

William Brauner, Brauner International

Thomas Hartley, Hartley Transportation

Additional speakers forthcoming

This panel discussion explores the many logistic conditions currently impacting the coffee supply chain. Each panelist will provide a critical look at how port, transportation, warehousing and other issues of today may influence decisions and outcomes moving forward.

Premium Coffee: Understanding the 2025 Consumer During Anxious Economic Times

Matthew Barry

Euromonitor

Even as inflation rates moderate, consumer budgets remain tight after years of price increases both in coffee and in the wider food and beverage industry. There remain paths forwards though for premium coffee even as consumers remain cautious. In this session, we will look at the American consumer as they stand in 2025 and in what circumstances they will still spend on premium coffee, focusing on the luxury segment, wellness as a spending priority, and coffee as a “permissible indulgence” and fun treat that brings comfort and joy in trying times.

Consumer Class Actions: Strategies to Evolve and Adapt to New Threats

Rory Collins

Faegre Drinker

Consumer litigation against food and beverage companies continues to evolve, and the strategies needed to counter those threats must also evolve and adapt. This presentation will discuss what’s new (and new again) in the world of labeling and marketing class actions relevant to coffee, including sustainability statements, natural or no-artificial flavor claims, and region of origin designations. The presentation will focus on practical, actionable advice on avoiding, defeating, and efficiently resolving litigation threats.

From Routine to Ritual: Tracing Generational Shifts in Coffee Habits

Kelsey Olsen, Mintel

Younger generations are less bound by the concept of one single type of coffee as being part of their morning coffee routines, and are seeking variety across both hot and cold coffees. As these consumers look for coffees to serve different purposes, brands must adapt to support more personalized coffee rituals. With a new generation’s entrance into the coffee category on the horizon, understanding the dynamic preferences and coffee cravings of younger generations will be key to keeping pace in a buzzing category.

Leveraging Digital Technologies: Automation Solutions for Coffee Operator Success

Bruce Wright and Chairil McClain

BUNN

Tying together equipment, service and digital solutions to ensure coffee operator success, discussion to include automation (Machine learning) solutions to manage coffee needs and reduce waste and labor, increase operator margin, by harnessing digital technologies in brewing equipment and other applications. Through various digital technologies such as APIs, automatic day part management, telemetry and virtual machine monitoring.

Cold Brew: Safety and Compliance for Retailers and Commercial Manufacturers

Dr. Mark Corey, PhD.

National Coffee Association

Consumer demand for cold brew coffee available at retail or ready-to-drink in stores continues to grow in the U.S. market and in many countries globally. When it comes to food safety, cold brew coffee is unique in many aspects and does not easily fit into current safety guidelines.  This session will provide an overview of the regulations that may be applicable, how inspectors may enforce those regulations, the resources you can use to support compliance, and the work currently underway to help support your cold brew business.

Processing of Recyclable Coffee Packaging: Evolving Requirements for Recyclable Materials

Ellen Reichmann

Syntegon Technology

This session will explore how to navigate the evolving requirements for recyclable materials in coffee packaging. It will discuss the role of company sustainability goals, legal regulations, and shifting consumer preferences toward eco-friendly solutions. Attendees will gain insights into the differences between new recyclable mono-materials and traditional packaging materials, along with solutions for managing key interaction points between coffee packaging machines and materials. Additionally, the session will cover the challenges in implementing these innovations and how smart machine functions can support the process in the future.

The Future of Decaf: Embracing the Shift in Consumer Needs with Technology and Innovation

Jan Schwital

CR3 Coffee Group

For years, coffee has enjoyed steady growth across all generations, facing little competition as the go-to beverage. However, with the rise of energy drinks and other alternatives, coffee's status as the preferred choice, particularly among younger generations, is being challenged.

Interestingly, as Gen Z emerges as a significant consumer group, one product is gaining traction: decaf coffee. Driven by evolving consumer preferences such as a focus on health, better sleep, and clean eating, decaf is becoming increasingly popular among younger audiences.

The session will explore what the decaf industry can offer in terms of processing technologies and innovations to seize this market opportunity and achieve sustainable growth in the decaf sector.

Navigating Global Coffee Market Volatility: Economic Outlook and Strategic Insights

Kona Haque

ED&F Man

This session will focus on the macroeconomic factors influencing the global coffee market, including the impacts of inflation, trade disruptions, and weather events. This session is a deep dive into how these factors are expected to shape coffee prices and supply chains now and in the coming years, helping coffee executives and professionals make informed strategic decisions.

3 Habits of Highly Effective Categories & Brands

Mary Mathes

Alpha Diver

How do categories and brands accelerate from merely interesting to obsessive? In this session, attendees will gain insights from Alpha-Diver’s unique database that maps consumer psychology, revealing what drives decisions across a range of coffee categories and brands. Attendees will also learn 3 ways to assess their position in the minds of consumers and strategies to drive sustained growth.