[Editor’s note: If you have no idea what this title means, check out this infographic explaining third wave coffee.]
The following post originally appeared on Perfect Daily Grind
Written by E. Squires and edited by T. Newton
If you’re anything like me, you’ve spent countless hours reading, researching, tasting, traveling, and diving deeper into our favorite drink. You love reading about farmers and their best practices. You spend hours perfecting your brew methods and your espresso shots.
But many, if not most, of your customers won’t be as interested in the minutiae of TDS and coffee processing methods. They simply want a shot of caffeine (plus or minus sugar). Sure, some customers will come for a quality coffee experience. A select few will even want to know everything. But these will be in the minority.
The thing about us in the Third Wave is that we’re desperate to share specialty coffee with everybody – but we can’t. Great customer service means understanding your customers and meeting them where they are, whether it’s simply a morning caffeine fix or a matter of helping them along their coffee journey in small steps.
Yet while you can’t force your customers to appreciate coffee like you do, you can open the door and allow them to walk through it. Getting the balance is hard, so we’ve come up with four practical ways to teach people about Third Wave coffee without preaching or being intimidating.
“Caffeine improves athletic performance. This is a truth almost universally acknowledged in exercise science.” — Gretchen Reynolds, The New York Times
Drinking caffeinated coffee has been scientifically linked to improved physical performance. And for years, many scientists, coaches, and athletes believed that an athlete had to abstain for days or weeks before an event to gain a boost.
But a new study published in the Journal of Applied Physiology suggests that these ideas about caffeine and athletic performance are outdated.
“Coffee can be a wonderful natural medicine.”
People who drink more coffee are “significantly” less likely to develop liver cancer, according to a new study published in the journal BMJ Open. These findings support increasing evidence that coffee may have protective benefits for liver health, and may even counteract damage from alcohol consumption.
Go ahead, have another cup.
An unprecedented scientific review on caffeine safety confirms that drinking up to four cups of coffee daily, or about 400 milligrams of caffeine, is “not associated with overt, adverse effects” in healthy adults. (Pregnant woman and minors should reduce their intake below that amount, according to the report.) 
The review was conducted by the International Life Sciences Institute (ILSI), and is the most extensive of its kind to date. Scientists scoured data from more than 700 independent studies related to various human health effects and caffeine.
By Joe DeRupo, NCA Director of External Relations & Communications
2016 was a year of uncertainty for the coffee industry, including new threats to basic business norms and protocols.
Here’s an overview of the key issues we faced over the past 12 months, some of the new benefits we’ve made available to members, and what you can expect in the year ahead.
By Joseph DeRupo, Director of External Relations, NCA
The following is an excerpt from a recent NCA Member Alert. (Want to receive the latest industry updates directly? Learn more about NCA membership.)
After a deeply divisive campaign, a new administration is poised to assume power in Washington, having been elected on a platform which has expressed skepticism toward big government and regulatory intervention.
The transfer of power has only just begun, cabinet and agency appointments are a still in progress, and budget negotiations are far off – including the implications of funding cutbacks or additions.
In the meantime, we’re preparing for the changes that may be ahead. Earlier this year, the NCA released the first-ever Economic Impact Study to measure the U.S. coffee economy, and the NCA’s 2017 plan already includes outreach in Washington to raise awareness of the industry’s importance. That outreach will now take on even greater significance as the coming months unfold.
The NCA will not speculate as to what these changes in Washington may mean for coffee. But it’s never too soon to begin planning, and here are some key issues on the industry’s docket:
Report highlights coffee’s potential role in reducing cognitive decline
Moderate coffee consumption (3-5 cups per day) may protect against age-related cognitive decline and related neurodegenerative diseases such as Alzheimer’s and Parkinson’s, according to a new report from the Institute for Scientific Information on Coffee (ISIC).
This research supports mounting evidence suggesting that “long-term coffee intake could be a viable strategy for reducing the risk of Alzheimer’s disease, Parkinson’s disease, and other diseases associated with aging.”
Key highlights about coffee from the report include: Continue reading
By Bill Murray, President, NCA
It’s been an exciting year here at the National Coffee Association – and for the entire industry.
In the spirit of September’s new beginnings, I’d like to share a quick recap of the coffee industry issues we’ve been working on at the NCA:
The Challenges of Measuring Caffeine Levels
By William (Bill) Murray, President & CEO, NCA
Coffee has long been associated with energy and activity – the legend of coffee’s origin holds that it was discovered because of the energy kick it gave to goats eating cherries from a coffee tree.
Most coffee drinkers have that first cup of coffee early in the morning, whether decaffeinated or regular, to start their day. According to the latest National Coffee Drinking Trends Report, 81% of daily coffee consumers report drinking coffee at breakfast.
Despite the strong association between coffee and caffeine, the National Coffee Association (NCA), which was established in 1911, is only now publishing information on the levels of caffeine that may be found in coffee.