Tricks of the Trade (Show): 9 Steps to Exhibitor Success


[Editor’s note: Limited exhibit tables are still available for the NCA Annual Convention 2018 in New Orleans, March 15-17]

This post originally appeared on Perfect Daily Grind

Are you exhibiting at a coffee festival or trade show? Or considering it?

Exhibiting is a good business choice. It’s a straightforward, face-to-face way of engaging with your community and clients (current and future). It can allow you to shape the face of your business. And it’s an opportunity to make a more lasting impression than some methods of digital outreach.

Yet without the right preparation, you won’t see the return on investment you’re looking for. Being able to own your space and maximize your engagement with others is key but far from easy, while having to be “on” and present at all times can be a challenge. So before shelling out and setting up, make sure you’re ready.

Feeling daunted? Don’t worry; we’re here to tell you how to make exhibiting a solid business investment. Read on for our 9 steps to seeing an excellent return (and actually enjoying yourself).

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Coffee Shops Are on the Rise


When it comes to coffee, convenience is crucial. Fortunately, a cup of coffee is never far from reach for the majority of U.S. consumers.

More people are drinking coffee out-of-home than ever, reaching a high of reaching a high of 46% in 2017, according to the NCA National Coffee Drinking Trends report. And they’re also opting for more specialty and gourmet beverages.

New market research from the NPD Group shows that coffee shops are popping up across the country to meet this increasing demand. In addition to coffee served at restaurants and other foodservice outlets, there are now 33,129 gourmet coffee shops in the U.S., a 2% increase in units from last year.

Additional highlights from NPD’s  Spring 2017 ReCount restaurant census include:

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NCA Member Spotlight: G3 Enterprises

Nitro cold brew on tap

COMPANY: G3 Enterprises, Inc. – Petainer Keg
FACEBOOK: /G3 Enterprises
LINKEDIN: G3 Enterprises

What does G3 Enterprises do?

G3 Enterprises, a leading packaging manufacturer and logistics provider, partners with one-way petainerKegs® to offer a cost-saving, convenient solution for beverage-on-tap domestic or export markets. Utilizing the same dispensing systems as conventional kegs, Petainer Kegs eliminates logistics hassles and is eco-friendly. In addition, G3 offer a mobile keg filler at its bottling services facility or on customer site in California.

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Border Adjustment Tax Dropped


The following post is from the latest NCA Member Alert

On Thursday, Republican leaders announced that the controversial border adjustment provision, which threatened to saddle coffee imports with duties that could have added as much as 20% to declared values, has been dropped from the proposed tax plan.

“While we have debated the pro-growth benefits of border adjustability, we appreciate that there are many unknowns associated with it and have decided to set this policy aside in order to advance tax reform,” House, Senate and White House leaders working on a tax plan said in a joint statement Thursday, CNBC News reports.

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Looking Ahead: Your Business is Our Business

By William “Bill” Murray, CAE, President & CEO, NCA


What’s ahead for your business?

As you look to the months and years to come, what are the greatest challenges you are facing, the biggest opportunities you see?

And how are you going to build the future you envision for your organization?

We’re in the midst of this very exercise here at the National Coffee Association, USA. Our current Strategic Plan was written three years ago. At that time our priority was to evolve NCA, rapidly and efficiently, and catch up with a changing world.

Our 2015-2017 plan called for us to update our infrastructure and communications (websites, newsletters, social media) and add member benefits (discount programs, Coffee Career Center, Business Directory, webinars).

Even as we were making these changes over the past three years, our day-to-day agenda grew exponentially. We took on new projects ranging from science and health issues (like last year’s review of coffee and cancer by the World Health Organization), to Federal regulatory developments (like the proposed Border Adjustment Tax).

All of which raises the question:

What’s next for the NCA?

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Coffee Career Center: Jobs of the Week


Give your job search a jolt and check out the latest opportunities on the Coffee Career Center, the coffee industry’s targeted job board.

Hiring? Find the right fit for your team – learn more about posting a job or internship today.

(Please note that a free account is required to view the listings.)

Premium Post
Coffee and Espresso Service Tech
Lacas Coffee Co.

Premium Post
Director, Commodities Procurement |
Mother Parkers Tea & Coffee

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How to Be a Better Boss: Leadership in Coffee Operations

By Andrew Russo
The following post is an excerpt from Fresh Cup Magazine


In 2005 I stood in front of thirty soldiers, all with more experience than me, and was introduced as their leader. I was barely twenty-one years old, standing in front of a wide range of people of different ages, education levels, and socio-demographic backgrounds. Soon we would jump out of airplanes together, deploy together—and they expected me to lead them through it all. Sound intimidating? It is.

In coffee, taking charge of experienced baristas, roasters, and buyers is equally intimidating. How a team is led can make or break the experience.

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19 Signs of Executive-Level Leadership

By Bill Murray, NCA, CEO

See the full post on LinkedIn or visit the Coffee Career Center resource page for more leadership tips. 


With thanks to Laura Freebairn-Smith of the Organizational Performance Group, for permission to cite her findings. 

Ensuring that the right organizational leadership is in place is a task that is so challenging that it has spawned an entire industry.

Whether you search the web or pop into an old-school brick-and-mortar bookstore, the amount of advice on offer about “being a leader” is staggering.

One of the reasons that leadership can be a challenging subject is because it pertains to human behavior. A second difficulty relates to things like stylistic differences, gaps between what is said vs. what is done, and self-promotion.

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Coffee Careers: What Are Internships Worth?

Startup Stock Photos

Internships are critical for hands-on experience in a new profession – especially in an industry complex as coffee. Developing new skills and connections gives you a critical advantage in today’s competitive job market.

For employers, interns offer companies fresh perspectives, critical support to boost team productivity, and/or specialized talent to knock out that key project with long-term benefits. It’s also a great way to give back to the industry, cultivating future leaders through education and mentorship. [Ed. note: Check out our new Coffee Career Center for internships tailored specifically for the coffee industry.]

Here, NCA CEO (and association veteran) William (Bill) Murray shares the importance of establishing an ethical internship program, creating a mutually beneficial and rewarding experience.

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