The NCA Illustrated Guide to Coffee

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coffee cherries before harvest

The NCA Illustrated Coffee Education Series

This informative (and beautiful) series illustrates the journey of each coffee bean from crop to cup.

Perfect for your coffee shop, business, or favorite coffee lover. Designed by artist Thom Head, exclusive to the National Coffee Association USA.

Now Available! 

The full series includes a set of 12 different 11x17 posters (see image below). 

A portion of the proceeds will be donated to The Coffee Trust, the 2019 NCA Origin Charity of the Year

Price: $99
NCA Member Rate: $49

Purchase the NCA Coffee Education Poster Series

NCA Coffee Education Series

About the Artist: Thom Head

Thom tells stories with a pen.

The illustrations above, "The Coffee Education Series," is the result of 9 years as a designer and illustrator at Starbucks Coffee Company. This was the education he needed to fully explain this complicated process. Using mostly illustration, Thom has detailed the major steps in the coffee story.

Visual literacy precedes verbal literacy in human development, visual learning is the basic building block in the thought processes and a critical foundation for learning. Thom has strived to tell complicated stories through illustration, nonverbally and with few words. This requires a lot of prep and a full understanding of the subject matter.

Thom’s art is viewed by millions every day. At Starbucks, he was called upon to explain the coffee story to emerging markets. This art is being used daily in cafes all over the world. He has also designed lighting, fixtures, displays and exhibits for Starbucks. 

Thom Graduated from The Art Center College of Design with Honors. He also has education and experience in Landscape Design, Museum Planning and Exhibit Design, Packaging and Graphics and Large-scale Murals. 

Thom is a huge Surf Music fan (guitar driven instrumental music), and hosts his own radio program on Space 101.1 FM. He produces live shows and is a big proponent of this music genre. He currently lives in Seattle Washington with his wife of 37 years and 4 rescued dogs.



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5 Reasons to Attend the NCA Convention

Here are 5 (of the many) great reasons to attend the NCA 2020 Convention:

1. Networking that's worth your time

One conversation with the right person can change everything.

We've designed our programming for 2020 to ensure that you'll have maximum opportunities to connect with the people you want to meet -- including a networking lunch for everyone, coffee breaks, and nightly social events like our industry happy hour and "Welcome to Texas" kickoff party.

2. Education for the real world

Coffee is complicated -- from market price fluctuation to understanding the latest food science and coffee trends. And, like most things, the best way to learn is to dive in headfirst. This year we've packed our program with dozens of speakers, panels, and educational breakout sessions to help you gain the knowledge and insights that are most relevant to you.

3. Professional development

Developing strong industry leadership is critical for the future of coffee.

Whether you're looking to grow your own career or develop talent within your organization, our Convention provides opportunities to strengthen leadership skills and learn more about the business of coffee - from the Next Generation Council to events where you could meet your next business partner.

4. Industry innovation

Ideas are like coffee - fresh is better.

Find new inspiration to bring back to the office, whether it's from a keynote speaker or exhibitor. Maybe you'll discover the next big thing in coffee - or come up with your own.

5. Get involved

Tap into the (well-caffeinated) energy of the NCA coffee community! Convention offers many opportunities to give back to the industry or local community, make new connections, and discover new ways to collaborate.

Consider signing up for the local Coffee Gives Back day of service, contributing a blog post on your experience, or join the conversation at a breakout session.


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