Modern Coffee World Perks to Preferences
By: Judith Schultz, GHPB
What is happening in the world of coffee? Michael Gaviña, incoming chair of the National Coffee Association (NCA), answered that question at the October 12th luncheon hosted by the Greater Houston Coffee Association in conjunction with the Port Bureau at the DoubleTree by Hilton Houston Hobby Airport.
Meeting the varying consumer expectations can be challenging for roasters. As an example, Gaviña explained that while the NCA found in their 2017 study that 59% of consumers are “much more” or “somewhat more” likely to buy coffee “grown on farms that treat workers well”, fewer than 35% of consumers have ever bought certified coffee.Imports of green coffee have grown 37% since 1990, although “U.S. per-capita coffee consumption has increased less than 3%,” said Gaviña as he outlined the impact of population growth and consumer preferences on coffee consumption. Illustrating how coffee cans have shrunk and brewing methods have evolved over the last 50 years, Gaviña indicated many modern coffee-drinkers enjoy coffee as an experience in specialty shops. Coffee purchases also reflect values, such as the origin of the coffee beans, sustainability, and social justice along the supply chain.
Although coffee is grown in Hawaii (Kona coffee), the majority of coffee consumed in the U.S. is imported. According to the U.S. Department of Agriculture, the United States imports the second-largest amount of coffee beans in the world and is forecasted to import 26 million bags by the end of 2017. (A bag is a unit of measurement generally understood to mean 60 kilograms or 132.276 pounds of coffee.)
“Coffee is good for you and it’s good for America,” said Gaviña, as he cited its benefits from a 2013 study that named longevity, cognition, heart health, and more. Industry-wide, coffee represents 1.6 million American jobs, over 1% of the GDP, $225 billion in economic output, and $20-plus billion in paid taxes.
Gaviña is the fourth generation working in his family’s coffee legacy. He is chief financial officer of DF Roasters, LP, and purchasing director at F. Gaviña & Sons, Inc. He is also the incoming chair to the National Coffee Association. The NCA tracks trends, advocates on behalf of the industry, works to ensure coffee benefits or concerns are accurately reported in the media, and supports the vibrant coffee community throughout the nation.
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