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Volume 8, Number 12 December 2003
NCA Joins Industry Leaders Addressing World
Crisis Solutions at Sintercafe.
NCA Annual Convention Ramps Up: Sources, Horizons,
Technologies and Market Trends
Consumption Soars as Brazil Ramps Up
Promotion
Study Identifies "Secrets" of
Winning Coffees
UK Supermarket Goes All Fair Trade
Longtime Industry Friend and Colleague
Mourned
Retail prices (all sizes/per pound)
The ICO composite average indicator prices
NEWS FEATURES
NCA In Your Corner:
NCA Joins Industry Leaders Addressing World Crisis Solutions at Sintercafe
In
a roundtable discussion that brought together the coffee industry's most
prominent leaders from around the world, consensus emerged that distinguishing
between gourmet and mainstream coffees is not the way to solve the
international coffee crisis. While gourmet coffee promotion has been a success
story, market share is still a fraction of total consumption and cannot drive
recovery from the supply-demand imbalance. Sentiment was also strong for
promoting consumption in producing nations.
Participants in the roundtable were:
§
Hidetaca Hayashi -
Director, Specialty Coffee Association of Japan (SCAJ)
§
Ted Lingle - Executive
Director, Specialty Coffee Association of America (SCAA)
§
Sandy McAlpine -
President, Coffee Association of Canada (CAC)
§
Robert F. Nelson -
President and CEO, National Coffee Association of U.S.A., Inc., the industry's
trade group since 1911 (NCA)
§
Nestor Osario,
Executive Director of the International Coffee Organization
- Roel Vaessen - General Secretary, European
Coffee Federation (ECF)
ICO Promotes
"Complimentarity"
ICO
chief Nestor Osario, who opened the program, said that promoting the gourmet
coffee segment alone would not help solve the world crisis. Too few producers
can grow these coffees, and so would be effectively excluded from any recovery.
However, he cited the success enjoyed by gourmet promotion, and called for
extending it to the mainstream market, creating "complimentarity"
throughout the industry. That success has been remarkable, with a rate of
growth over the last several years of around 10% a year, even though gourmet
coffee accounts only for .5 to 3.5% of coffee traded around the world. Osario
also noted that while the ICO has engaged in consumption promotion campaigns
since its founding 40 years ago, it is now time to forge new territory and
bring such campaigns to producing countries.
NCA Calls for Unity
Robert
Nelson spoke next, also emphasizing cooperation among industry segments, and
said solving the crisis hinges on working together as a unified industry,
presenting a more comprehensive, inclusive view. He noted emphatically that the industry should view itself as
one, global coffee industry -- not a mainstream industry versus a gourmet
industry, nor a producer industry versus a consumer industry. As a global
coffee industry, in turn, we need to view the competition not as gourmet or
mainstream coffee, but rather other beverages. Pitting one coffee segment
against another can only stifle consumption growth, and worsen rather than
solve the current crisis. He also encouraged the coffee industry to emulate the
success of the beverage industry by giving consumers increased variety and
convenience.
Japan Sees More
Categories
SCAJ
Executive Director Hayashi postulated that the industry should focus attention
on cup quality in an effort to gain customer confidence. However, he added,
that is a tough sell since price is a primary driver among consumers who have
no brand loyalty. He suggested adding a middle, "premium" category to
consumers' options, consisting of fair trade and origin certified coffee. He
also recommended new cupping criteria to discern important, subtler quality
differences.
Specialty Group Suggests
Different Solution
The SCAA view, expressed by
Executive Director Lingle, was that asking whether coffee is gourmet or
mainstream is the wrong question. Rather, quality, in a generic sense, would
drive consumption of all types of coffee, contributing to solving the crisis.
Canada Says Make the
Market Bigger
CAC President McAlpine
maintained that solving the crisis is more complicated than gourmet versus
mainstream coffees. In his view, it's about making the entire coffee market
larger. With gourmet coffees growing at a mere 5-6% annually, the only growth
area in Canada is in premium coffee, which now accounts for about 20-25% of the
market.
Europe Eyes Overall
Consumption Increase
In
Europe, according to ECF Secretary General Roel Vaessen, there is no clear
dividing line between gourmet and mainstream coffee. That means addressing the
world crisis depends on increasing overall consumption of coffee of all types.
So, the question the industry should be asking itself, across all segments, is
how to increase consumption. Among his suggested strategies are making consumer
access to coffee easier, such as through in-office coffee shops, enhancing
coffee's convenience to compete with the ease of grabbing a can of soda, and
offering new products such as ready-to-drink coffees.
NCA Works for You:
NCA Annual Convention Ramps Up: Sources, Horizons, Technologies and Market Trends
The
National Coffee Association's 93rd annual convention is shaping up as an event
of strategic firsts and innovative perspectives. As planning charges forward on
this year's program -- From Source to Finish: New Sources, New Horizons, New
Technologies -- the coffee industry's primary annual meeting is forging
deeper and broader to comprehensively explore these important themes, with an
expanding array of renowned experts, timely topics and innovative offerings.
Origins
India
has now joined Brazil and Uganda on the program as spotlighted origins. In a
breakout session called "A Taste of India," participants will get a
guided "tour" of Indian coffees, as well as an expert analysis of why
they are commanding increased attention in the U.S. The session will also
include tasting of Indian varietals.
With
this addition, attendees can appreciate the full spectrum of origins and their
issues -- Uganda among small and
upcoming sources, Brazil among large, established and growing producers, and
India among expanding traditional sources. Each has unique hurdles and promise,
challenges and opportunities, drawbacks and contributions -- and hearing their
individual perspectives in one venue gives attendees a unique chance to
understand the dynamics of the industry's supply side at a critical time.
Horizons
NCA
will also offer a variety of sessions aimed at exploring and discussing
critical issues in Government relations, and the inevitable process of give,
take and cooperation necessary to doing business in an increasingly complex
world. The global supply-demand imbalance, sustainability issues, consumption
promotion initiatives, and other developments are changing the way the industry
must interact with governments and NGOs around the world.
Representatives
from some of the most prominent non-profit organizations also will be on hand
to discuss sustainability through the prism of their own agendas and mandates,
an invaluable perspective for an industry struggling to accommodate such a
fundamental concept and exploding trend. In "Maximizing Efforts on the
Road to Sustainability," speakers from the Rainforest Alliance, Chemonics
and the Coffee Quality Institute will share their views about how the world
will emerge toward a more sustainable future, and how working more
collaboratively among themselves will ease the impact as they maximize
collective resources.
Attendees can hear the latest in political developments affecting the
industry and have their individual questions answered as well. Rolly Prager, a
leading international trade consultant in the coffee arena, will provide
insight, stories and behind-the-scenes appreciation for how global politics
influences major coffee decisions. Rolly will provide an insider’s look
at how the U.S. ICO decision was shaped and how achieving Executive
Branch-level attention was truly unprecedented in the coffee industry. She will also discuss what coffee executives
need to watch for on the legislative horizon as we enter a presidential
election year.
Another
new horizon for the coffee industry is promoting coffee consumption,
particularly in producing nations, as one way to address the supply-demand
imbalance. An important facet of that push is to tout the positive health
effects of drinking coffee. Dr. Dan Steffen of Kraft Foods North America will
discuss new studies suggesting that coffee has significant health benefits,
including a reduction in the effects of diseases as diverse as Parkinson's Disease
and colon cancer. He will also discuss
old associations with health problems that remain unfounded in scientific
research.
Technology
Renowned
Web development pioneer and state-of-the-industry provider SBI Razorfish will
be on hand to conduct a session updating the group on bleeding-edge Internet
applications relevant to the coffee supply chain -- from tree to cup. Razorfish executive Jim Harrison will help
attendees navigate the potential and pitfalls of the latest applications, and
discuss how best to engage new capabilities to help the industry's growers,
roasters, exporters and retailers do business better, smarter and quicker for
enhanced profitability.
Veteran
coffee trader Paul Fisher from the New York Board of Trade will also walk the
group through the innovative, state-of-the-art eCOPS (Electronic Commodity
Operations and Processing System). eCOPS is a Web-based document production and
tracking system that promises to digitize and revolutionize the world of
commodity processing and delivery.
Brewing
technology, too, is advancing by leaps and bounds, and experts from some of the
most innovative developers will be on hand to provide an overview of new
technologies. Representatives of the Center for Applied Competitive
Technologies, Green Mountain Coffee Roasters and Wilbur Cutis, Inc. will also
discuss how manufacturers, retailers and distributors can best comprehend and
maximize the utility of increasingly sophisticated brewing equipment.
Trends
At
the convention, participants each year get a pre-release preview of the results
of NCA's National Coffee Drinking Trends, a comprehensive annual survey of
trends in coffee consumption that has been the industry gold standard for
trending information since 1950. A presentation by Mary Nunlist of Proctor
& Gamble, member of the NCA's Marketing Research Committee, will present
the 2004 findings. The annually tracked data includes total coffee consumption,
breakdowns of trending in daily versus occasional drinkers, types of coffee
consumed, location of coffee purchased, and trends in overall beverage
consumption with coffee as a subset.
Trends
of a qualitative nature also will be explored. Coffee is a very different
business than it was 10 years ago. Evolving consumption patterns, an exploding
and now maturing coffee shop market, and product and channel innovation have
transformed the way consumers view and drink coffee, a far cry from the
undifferentiated commodity it used to be. Noted market research firm
Datamonitor's John Gilmore will examine these qualitative changes and quantify
emerging market opportunities and future trends that will impact industry
participants for many years to come.
When
in Wine Country
As
the coffee industry moves toward gourmet options and varietal preferences,
parallels to the wine industry are becoming more and more apparent. Addressing
the convention as a guest luncheon speaker will be an expert from the
California wine business.
Jack
Stuart, a leading Napa Valley vintner, will share his insights on what it takes
to compete in a diverse beverage category. His address will cover the
challenges of a mature brand; selling vineyard (estate) v. appellation (origin)
v. brand; competing in a global market; the value of category promotion; and
distinguishing yourself from the competition
Further
Information
More information about this year's convention, as
well as online registration, can be found at
www.ncausa.org/public/pages/index.cfm?pageid=239.
Drink to Your Health:
Coffee Hydrates Like Water
Tired
of frequent trips to the cooler, or toting endless stocks of bottled water?
Always losing count before getting in those six to eight glasses of water?
Well, rest easy because research has now confirmed that coffee hydrates just
like water.
Contrary
to conventional wisdom, say researchers, caffeine is not a diuretic after all
The University of Nebraska Medical Center has now confirmed that all
non-alcoholic drinks, including caffeinated beverages, are hydrating just the
same.
Researchers
at the university's Center for Human Nutrition recently concluded that people
can stay healthfully hydrated by drinking their favorite beverages. "It
doesn't have to be plain water, " says associate director Kristin Reimers,
who led the research team. "Most people don't realize the longstanding
recommendation to drink six to eight glasses of water a day in addition to
other beverages and foods has little scientific basis."
The
research team, in fact, found no differences in hydration between adults who
consumed a variety of beverages and those who drank only water. The study
confirms an earlier study by the same team proving that consuming caffeinated
beverages is not dehydrating.
The
most recent study evaluated 27 healthy male volunteers over three days on two
different diets. On one, plain water was included, while it was omitted from
the other. On the second regimen, allowed beverages were chosen to reflect
those commonly drunk in the U.S., except milk and alcohol. No difference in
tracked indicators of hydration was observed between the two groups.
However,
researchers noted that individuals' hydration needs differ because of varying
lifestyles, food intake and physiological needs, and so they could not issue
any "one size fits all" hydration recommendation.
How do we know when we're adequately hydrated, then?
"The body is often smarter than we are," says Reimers. "All
people need to think about drinking enough fluids to stay hydrated, but they
should feel comfortable knowing that part of their requirements are met through
foods and the rest can be met by drinking a variety of beverages."
Light & Sweet:
Take a Powder, and a Cup
Ever
see weary travelers on the highway shoulder asleep in their reclining seats?
What better way to beat the dozing reflex than to stop and nap? It's the wise thing
to do, and a safety must for drivers, their passengers and neighbors in the
next lane.
But,
rough it no more. A chain of British motels is now offering a brand new service
for the heavy-lidded sojourner -- special rates for a room, a nap and a strong
cup of coffee.
Travelodge,
which owns properties at strategic points on the British motorway network, has
begun offering "Coffee and Nap" service at their facilities across
the U.K. For special rates, travelers can rent rooms for designated 30-minute periods,
and are served up a bed and strong coffee. Then, they're back on the road,
presumably refreshed, revitalized and responsibly reassured.
Surely a testament to clever entrepreneurship, as
well as corporate responsibility, the program will undoubtedly boost highway
safety as well as enhance coffee's image and increase consumption. The chain
has not disclosed, however, whose coffee will be served.
COFFEE FunFact:
Beethoven, A Bean Counter?
Coffee
aficionado Ludwig von Beethoven was an early fan of single-serve, grinding
exactly 60 beans each time he brewed himself a cup.
INDUSTRY NEWS & INFORMATION
Consumption Soars as Brazil Ramps Up Promotion
A
new survey suggests that Brazil's multi-faceted campaign to increase internal
coffee consumption has been a resounding success. Fully 75% of young Brazilians, aged 15- to 35-year olds, said
they would drink more coffee in the coming year. Over the past 10 years, in
fact, Brazilian coffee consumption has jumped 60%, according to the
International Coffee Organization (ICO).
At
a time when the ICO and industry trade groups are citing internal consumption
promotion in producing countries as a leading solution for tackling the current
supply-demand crisis, Brazil has proven itself to be a model that other countries
can emulate. The #1 producing nation, it is currently the #2 consumer.
In
the survey, sponsored by the Brazilian government and coffee industry, 1,460
Brazilians in eight state capitals and two smaller rural towns were polled.
Results showed that intention to drink more coffee was particularly strong in
southern Brazil and among less wealthy people.
Respondents
also expressed a desire for new ready-to-drink canned coffee products as well
as coffee cakes, yogurts, puddings, ice cream and even coffee chewing gum. They
also were looking for new coffee dinks blended with mint, orange, lime and soy
for protein. Yet, they also cited the biggest obstacle to drinking more coffee
as health concerns fueled by doctors' advice.
The
Brazilian Coffee Industry Association estimates that coffee consumption will
rise to 14.6 million bags in 2003, from 14 million bags in 2002. It aims to
raise consumption to 16 million bags in 2006. For comparison, Brazilian
consumers drink 8.8 pounds of coffee per person per year, whereas Americans
consume 9.9 pounds apiece.
Other
Brazilian consumption promotion initiatives include the groundbreaking
introduction of "coffee breaks" in the country's public schools.
Serving up coffee mixed with a larger proportion of milk, the government hopes
to help students acquire a taste for the national product.
The Brazilian government is now launching a new
campaign to demonstrate the health benefits of coffee to counter conventional
wisdom that coffee causes such problems as anxiety and hypertension. The
Brazilian government is funding a study of 200,000 doctors to analyze whether
there is any link between heart disease and coffee consumption.
Study Identifies "Secrets" of Winning Coffees
Finding
parallels in the cultivation and production of award-winning coffees, two
industry groups have released a study identifying their "Secrets to
Success." Altitude, rainfall,
fermentation techniques and other factors appear to line up behind the winners
of the 2003 Cup of Excellence in Nicaragua, according to the study sponsored by
TechnoServe and the Specialty Coffee Association of Nicaragua (ACEN).
The
study compared the conditions and production methods used by 385 coffee growers
one to another, as well as to Nicaraguan coffee production overall. Startling
similarities unearthed patterns that the trade groups distilled into principles
that appear to yield exceptional coffee.
Findings
show that excellent coffees come from specific agro-climactic conditions.
Tracing the winners back to their climates, the study identifies narrow ranges
of ideal variables that yield exceptional results.
However,
the study also uncovered that post-harvest processing techniques also play a
key role in the final outcome. The right agro-climactic conditions alone are
not enough, and producers must be "meticulous" in their attention to
the successful methodologies.
Specifically,
the "Secrets to Success" are:
- 92% of the winning
farms are at an altitude of at least 1,000 meters
- All of the winning
farms receive 1,000 and 1,600 millimeters of rain per year
- 100% of the winners
have access to their own source of clean water
- 95% of the winners
have de-pulping machines that are in good working condition
- Winners ferment their
coffees longer, with 90% using a 24- to 36-hour timespan.
To
put these winning principles in perspective, the study compared conditions and
practices with those of non-winners:
- Only 21% of
Nicaragua's total coffee production is grown at an altitude of at least
1,000 meters
- 70% of non-winners
have access to their own water supply
- 50% of non-winners
have de-pulping machines in good condition
- 30% of non-winners
ferment their coffees for as long as 24 to 36 hours.
The
Cup of Excellence is a tasting event created by the Alliance for Excellence
(ACE) to identify, promote and earn better prices for quality coffee.
TechnoServe and ACEN were among the industry and government groups responsible
for bringing the competition to Nicaragua in 2002 and 2003 at a time when
growers are eager to find ways to produce high-quality coffees that can command
sustainable prices.
The study is available in
English at
www.technoserve.org/ LessonsLearned (English).pdf ,
or, in Spanish at
wwww.technoserve.org/LessonsLearned(Spanish).pdf.
UK Supermarket Goes All Fair Trade
Co-operative
Retail, a British supermarket chain, has become the first U.K. retailer to
switch its house-label coffee exclusively to fair trade sourced. The company
anticipates its bold move will boost the U.K fair-trade market by 15%, or about
4 million pounds a year.
The
Co-op, as the chain's stores are known, will offer instant and ground coffee
under its fair-trade label. The company will purchase beans from five
fair-trade-certified farmer cooperatives -- four in Central and South America
and one in Tanzania, East Africa.
While
the company will continue to stock conventional and other fair-trade coffees,
it expects the decision to increase its fair-trade sales from 2.1 million to
6.5 million pounds a year. It will offer its brand at competitive prices to encourage
sales.
According
to the Fairtrade Foundation, worldwide sales of fair trade coffee increased by
almost a third in the last year.
Longtime Industry Friend and Colleague Mourned
Last
week, industry colleagues, friends and family mourned the loss of Tom Walker,
Assistant Vice President of Marketing for the New York Board of Trade (NYBOT),
at Trinity Church in the heart of the financial district in which he spent most
of his professional life. Tragically, Tom was taken in a drowning accident on November
21 in Costa Rica, where he was representing NYBOT at this year's Sintercafe
conference.
Chances
are most remember Tom as the jovial, smiling face of NYBOT at many coffee
industry events, ever the lighthearted raconteur and self-professed proud son
of Texas. He was the ranking NYBOT host at Sintercafe, a constant presence at
its corner booth at the far end of the exhibition space.
Professionally,
Tom was an ardent advocate for the futures and options markets. He served as Vice President for Dean Witter,
General Manager of Clayton Brokerage and Vice President of Marketing for
commodity exchanges COMEX and NYBOT. Earlier, he was a teacher and small-town
mayor in Texas.
Tom is survived by his wife, Eunice Salton, who was
with him in Costa Rica but was unhurt in the incident, daughter Dallas Walker
Pender and granddaughter Ellen Van Horn Pender. At his family's request,
donations in Tom's honor can be made to the Tommy Walker Memorial Fund at
"Plays for Living," a non-profit organization that benefits at-risk
youth through the arts, at 505 Eighth Ave, Suite 1202, New York, NY 10018.
C. Hans von Gimborn Dies
C.
Hans von Gimborn, a longtime partner and Chairman of the Board of PROBAT-WERKE
von Gimborn Maschinenfabrik GmbH, passed away on November 20 after a long
illness. Von Gimborn was instrumental in making the company the globally
successful PROBAT Group that it is today.
Taking
the helm as general manager of PROBAT in 1968, von Gimborn managed the company
for 25 years and was instrumental in transforming it into a leading worldwide
manufacturer of coffee roasting plants. After retirement, he became Chairman of
the Board of PROBAT Holding and co-proprietor of Messrs. Kirsch & Mausser,
an engineering firm specializing in the development and manufacture of
specialty machinery. Von Gimborn also founded the company's Museum for Coffee
Technology.
A
devoted family man, von Gimborn is survived by his wife, Doris Brenninkmeyer
and his children Johanna, Jacoba, Carolin, Peter and Ernestine. His wife of 28 years,
Roberta Falout van Schaik, predeceased von Gimborn in 1982.
Von
Gimborn will be remembered by his colleagues as an exceptional person,
exhibiting outstanding professional abilities, a warm personality and exemplary
leadership.
NEWSBRIEFS
Coffee
Store-ing: Wal-Mart is brewing up a new concept, testing its
first in-store coffee shop at one of its Supercenter stores in Plano, Texas.
The concept, called Kicks Coffee Café, is targeted to compete with competitors'
freestanding operations as well as satellites in Super Target stores
Title
by Keyboard: NYBOT's eCOPS has been
designated by the USDA as the first official "Provider" of Electronic
Warehouse Receipts (EWR) for coffee under the U.S. Warehouse Act. This puts
eCOPS in the vanguard of the technological revolution that will automate the
cumbersome, error-prone and costly manual back-office documenting of delivery
and transfer of commodities. With this selection, eCOPS can now maintain and
transfer an official electronic version of the primary title document for
coffee.
Decaf
is What? Next time you hear someone
avoiding health negatives by drinking decaf, you can be an expert, too.
According to Dr. Stephen Scheidt, director of cardiology training at the New
York Weill Cornell Medical Center, the correct response is "What
negatives?" In fact, Dr. Scheidt
says there is evidence that exactly the opposite may be true and that
caffeinated coffee may be more healthful than decaf. At any rate, the doctor
says negatives about regular coffee consumption come from flawed Scandinavian
studies linking higher caffeine intake with heart disease.
Natural Selection: Scientists at the Nara Institute of Science and Technology in Japan
have, for the first time, grown genetically engineered coffee plants that
contain 70% less caffeine than normal by "knocking out" the enzyme
that instructs the plant to make caffeine. However, the plant will take upwards
of four years to sprout beans and then it will take a few more years for the
crop to brew through the regulatory processes in Japan and the U.S.
FOR NCA MEMBERS' INFORMATION
Soluble Coffee Products
It
is the understanding of the NCA that allegations have been made alleging that
it is possible that some soluble coffee being
sold to consumers in other countries may contain adulterants. NCA has no reason
to believe that retailers or packers of allegedly adulterated soluble coffee
are aware of or complicit in the alleged adulteration.
This
information is being provided for the purpose of informing NCA members of these
allegations in other countries, so that
members of the U. S. coffee industry are aware and can take measures to ensure that adulterated soluble coffee
is not sold in the United States.
Soluble coffee can be tested for adulterants such as
maltodextrin, soy, barley, and other extractable grains and additives. Simple
chemical analysis performed by
reputable analytical laboratories should be able to identify whether
non-coffee material is present.
UPCOMING EVENTS
NCA Annual Convention:
From Source to Finish: New Origins, New Horizons. New
Technology
March 4 - 6, 2004
Ritz-Carlton Laguna Niguel
Dana Point, California
Contact: Steve Wolfe: smwolfe@ncausa.org
Pacific Coast Coffee Association Annual Convention
September 16 - 18, 2004
The Hapuna Prince Hotel
Hawaii (Big Island)
Contact: PCCA: 925-944-2326
KEY INDICATORS
Retail prices (all sizes/per pound)
|
|
Ground roast |
Instant |
||
|
|
Oct. '03 |
Oct. '02 |
Oct. '03 |
Oct.
'02 |
|
U.S.
Avg |
2.825 |
2.872 |
N/A |
12.155 |
|
Northeast
Urban |
3.143 |
3.341 |
N/A |
N/A |
|
Midwest
Urban |
2.697 |
2.363 |
N/A |
N/A |
|
South
Urban |
2.637 |
2.602 |
N/A |
N/A |
|
West
Urban |
2.827 |
3.422 |
N/A |
N/A |
Source: U.S.
Bureau of Labor Statistics
The ICO composite average indicator
prices
|
|
Colombian Mild Arabicas |
"Other Mild" Arabicas |
Brazilian & Other Arabicas |
Robustas |
Composite
Price |
|
May |
67.56 |
66.47 |
51.06 |
38.90 |
53.19 |
|
June |
65.01 |
61.34 |
47.11 |
35.33 |
48.90 |
|
July |
67.84 |
62.32 |
49.64 |
36.71 |
50.80 |
|
August |
68.65 |
63.60 |
52.88 |
37.92 |
52.22 |
|
September |
68.37 |
65.50 |
55.19 |
38.76 |
54.10 |
|
October |
66.59 |
62.58 |
53.51 |
37.32 |
51.72 |
The Coffee
Reporter
is published monthly by the
National Coffee Association
of U.S.A., Inc.
15 Maiden Lane, Suite 1405
New York, NY 10038
© Copyright 2003 NCA
Telephone:
(212) 766-4007
Facsimile: (212) 766-5815
www.ncausa.org
info@ncausa.org
Chairwoman: Mary J. Williams
President & CEO: Robert
F. Nelson
Editor: Joe DeRupo