SOURCE: National Coffee Association of U.S.A.
July 21, 2010 16:09 ET
National Coffee Association Challenges Accuracy of NBC TODAY Show Segment on Teens and Coffee
NEW YORK, NY--(Marketwire - July 21, 2010) - The NBC TODAY Show segment on teens and coffee drinking which aired Monday, July 19 mistakenly attributed the statement "Teens and young adults are the fastest growing group of coffee drinkers" to the National Coffee Association (NCA).
In the National Coffee Association's annual National Coffee Drinking Trends study, "Young Adults" are defined as men and women 18-24 years of age. The NCA does not include anyone under 18 years old in the study and has no information about teenagers (under 18) and coffee consumption.
When contacted by a TODAY Show producer, two representatives of the NCA stated the study did not include information about anyone under 18 years of age.
A Chicago Tribune article from March 11 of this year cites an NCA finding from an undated Associated Press article that "young adults are the fastest growing group of coffee-drinkers," but the statement was based on statistics presented in the 2007 National Coffee Drinking Trends study, which referred exclusively to the coffee consumption of Americans aged 18-24.
About the National Coffee Association of U.S.A.
The National Coffee Association of U.S.A, Inc. (NCA), established in 1911, is the leading trade organization for the coffee industry in the United States. NCA is the only trade association that serves all segments of the US coffee industry, including traditional and specialty companies. A majority of NCA membership, which accounts for over 90% of US coffee commerce, are small and mid-sized companies and includes growers, roasters, retailers, importer/exporters, wholesaler/suppliers, and allied industry businesses.
NCA provides a wide array of services, focusing on market and scientific research, domestic and international government relations, issues management and public relations, and education. The NCA's core purpose is to champion the well-being of the US coffee industry within the context of the world coffee community.