2011 Coffee Summit Schedule


September 13-15, 2011
Crowne Plaza Hotel – Alexandria Virginia
It’s a Capital Idea!


Subject to Change

  Tuesday, September 13, 2011
 6:30 PM - 8:00 PM The Coffee Summit Welcome Reception - Crowne Plaza Hotel


  Wednesday, September 14, 2011
 8:00 AM Continental Breakfast
 8:30 AM Coffee Summit Welcome
  NCA's National Coffee Drinking Trends Study
Presenter: Michael Edwards, Principal, ART Marketing Insight
What do the research findings tell us about industry trends and behaviors and how you can apply this knowledge to ride the wave of consumer engagement? 
Speaker-led Presentation, Table Discussions, Q&A
  Networking Coffee Break
10:30 AM

Learning Exchange
During this dynamic and interactive forum, explore with your colleagues the realities and opportunities of the industry:

  • What do you like best about the industry and what you do, and why?
  • What are the toughest challenges facing you as individuals and members of the U.S. coffee industry?
  • What are the big opportunities for your company as the industry evolves over the next several years?
  • What do you wish to learn at the Summit from your fellow thought leaders to help you become a change agent for your company?
12:00 PM Lunch
 1:00 PM

Self-Selected/Directed Discussions
Get your business-critical questions raised, discussed and answered by industry experts and peers who face the same issues. Explore what is important and relevant to your businesses, including the Big Questions you pose on such topics as:

  • How do we jump on board as the single-serve market heats up?
  • What can we do to thrive in teh same urban markets as the large national chains?
  • How can we communicate a clear message to consumers about coffee, given all the certifications and buzz words that are out there?
  Networking Coffee Break
 2:30 PM Choice of Sessions:
  Coffee and Health: What Does the Research Tell Us?
Norm Ouellette, Starbucks, SAG Chair and Joseph F. DeRupo, Director, External Relations & Communications, National Coffee Association
Speaker-led Presentation, Table Discussions, Q&A
  The Volatile Futures Market and How to Deal With It
Jack Scoville, Vice President, Price Group and JSL, SA de CV
Speaker-led Presentation, Table Discussions, Q&A
 3:45 PM Self-selected/Directed Discussions
During this interactive platform, attendees share industry best practices and gain new insight to their practical application. Discussion openers may include questions such as:
  • How do we get the message to consumers about the growing evidence of coffee’s health benefits?
  • How can we parlay market volatility into successful strategies for your businesses?
  • How can we sustain successful niches in today’s competitive market, regardless of size?
 4:45 PM Reconvene and recap the day: What did we learn?
 5:00 PM End of First Day Sessions
 5:30 PM - 7:00 PM "Continue the Conversation" Cocktail Reception - Crowne Plaza Hotel
  Thursday, September 15, 2011
 8:00 AM Continental Breakfast
 8:30 AM Regulatory Update: Proposition 65 & Acrylamide Litigation in California and the Food Safety Modernization Act
Gary Kushner, Esq., Hogan & Lovells; Robin Stafford, Esq., Morrison & Foerster; Norm Ouellette, Starbucks, SAG Chair
Panel Presentation, Table Discussions, Q&A
 9:45 AM
Self-selected and directed discussions about what’s important and relevant to you, including the Big Questions you pose on such topics as:
  • How can we protect businesses from the effects of Proposition 65 litigation in California?
  • How can we comply with new FDA food safety regulations?
  • How might we protect profit margins in the face of rising commodity prices without alienating customers?
  • How do we get the coffee we need if climate change affects supply?
  Networking Coffee Break
11:15 AM

Learning Exchange
How to implement the solutions, tactics that were explored and developed
Facilitated discussion, reflection, sharing

12:00 PM Program Ends