(Not So) Hot Off The Press!

By Bill M. Murray, CAE, NCA, CEO
@Bill_CoffeeAssn

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The latest coffee and health news continues to be overwhelmingly positive for coffee drinkers.

On June 15, the World Health Organization’s International Agency for Research on Cancer (IARC) concluded that it can no longer classify coffee as a “possible carcinogen.” In fact, coffee may have protective powers against liver and endometrial cancer (see the full NCA news release).

This announcement marked the first time IARC reversed a food or beverage classification, adding to the growing body of good news about coffee, on topics such as:

We’ve compiled some of this research on Coffee and Me, where you can find links to relevant independent studies and reports.

What Are Very Hot Beverages?

When the WHO released its coffee finding, it also classified “very hot” beverages as a “probable” cause of cancer. Coffee drinkers should understand that the evidence on which this classification was based did not include even a single study of coffee drinkers.

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Coffee and Guinea Pigs

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Recently, NCA CEO Bill Murray wrote about how to understand the good vs. not-so-good research in health headlines.

Coffee is more popular than tap water in the U.S. (according to the 2016 NCDT), and it’s one of the most researched beverages in the world. The problem is, a lot of information can lead to a lot of misinformation.

Not all research is created equal. Potential outliers aside, even studies conducted with the best intentions may have serious methodological flaws (like recall bias).

Now the latest headlines are giving us another example: A new study suggests that caffeine consumption may cause short-term hearing loss ….in guinea pigs.

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Wake Up and Smell the Coffee

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Photo credit: Flickr

Whether you’re a casual consumer or captious connoisseur, the smell of freshly brewed beans is irresistible – and invigorating.

The Chemical Compounds Behind the Aroma of Coffee Infographic

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In fact, the scent of coffee alone can wake up your brain.

It may seem like a simple pleasure, but the science is surprisingly complex. (Check out this infographic from Compound Interest to learn more, or view the PDF.)

Local cafes have long benefited from coffee’s olfactory appeal. But this distinctive aroma may have interesting implications for how the industry can better connect with key consumers.

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