TORONTO — More than 100 industry stakeholders gathered at the Globe and Mail Centre in Toronto on November 9 for the Coffee Association of Canada’s (CAC) annual conference. The conference, themed Connect, provided attendees with trends, insights and data for the advancement and enjoyment of coffee in Canada.
The afternoon kicked off with the CMO Panel, moderated by Robert Carter, president of CAC. Panellists included Alex Green, Chief Experience Officer at Longo’s; Tracey Cooke, SVP, Marketing & Commercialization and head of the Centre of Marketing Excellence at Nestlé Canada Inc.; and Hope Bagozzi, Chief Marketing Officer at Tim Hortons Canada. Together, the panellists discussed some changes in the way brands are connecting with consumers.
“We connect through our app and our loyalty program, which facilitates that one-on-one connection,” said Bagozzi. “That first-party data allows us to understand what’s performing well and how we can improve. We’ve been creating more dialogue whether it’s through CRM or social media. We’re trying to take a big brand and make it small and personal. Our ability, through technology to some degree, to feel closer to each guest as an individual has been one of the biggest shifts.”
From a retail perspective, Green said, “Digital is still important, but it’s become a secondary [priority.] Longo’s is spending a lot of time thinking about service design and how we set our team members up for success so they have the capacity to engage with our guests,” he said. “The other side of it is the connection through how we design that experience, so things such as store design, animation, categories and the purchase journey.”
Next, the Future of Coffee Panel, moderated by Adam Pesce, president of Reunion Coffee Roasters, featured Getahun Gebrekidan, regional coffee program manager – East 7 Central Africa, Fairtrade in Africa; Vern Long, CEO of World Coffee Research; and Sara Mason, head of Sustainability Engagement at Coffee ofi (Olam Food Ingredients). The panel touched on three main topics, including farmer livelihood and living income, equity and inclusivity and climate change.
Pesce said 80 per cent of the world’s coffee farmers aren’t making a living income.
“What’s interesting about that number is in some ways it’s a distribution problem because 85 per cent of the coffee that’s produced in the world is made by farmers who are making a living income,” said Mason. “There’s a real discrepancy there because we have 80 per cent of the farmers who are making 15 per cent of the coffee and those are the ones we’re most concerned with.”
With regard to climate change, Vern said, “We need to figure out how to bring scientists together to collaborate and develop innovation that’s truly climate resilient. These are the models we have to think about. Recognizing we’re all competitors, where are the spaces where collaboration is possible?”
The last panel of the day, Brewing Change, moderated by Stephen Adler, senior director, Public Affairs National PR, included Calvin Lakhan, co-investigator, the Waste Wiki, York University; Christien Parrott, director of Sustainability, Strategy and Implementation at Mother Parkers; and Michael Graydon, CEO, Food Health & Consumer Products (FHCP). The panellists discussed government regulations, specifically Canada’s Bill S-211, which may require many businesses to be transparent about the human rights-risks in their supply chain as of 2024.
“We wanted to talk to Embassy about Bill S-211 as it pertains to how we’re going to help our coffee producers be ready for this big change that’s coming,” said Parrott. “When it comes to labour relations, we’d like to see alignment with an international standard.”
The event wrapped up with the CAC’s first-ever Exemplifying Excellence in the Coffee Community Awards. The award for Innovative Achievement of the Year was presented to Muna Mohammed and Eight50 Coffee for their ground-breaking Cascara Hashara Coffee beverage. This innovative drink, renowned for its novel use of the coffee cherry, was lauded for its upcycled aspect.
Then, Christine Cruz-Clarke and Balzac’s Coffee received the Small Chain – Big Impact award. The company stood out for their exceptional support of women in the coffee industry and the wider community.
Next, the Volunteer of the Year award was presented to Michael Forian-Zytynsky from Keurig Dr Pepper and Caitlin McClung from Tim Hortons. Their tireless work organizing the Advocacy Day in Ottawa exemplifies the spirit of volunteerism that drives the CAC forward.
Lastly, the Coffee Industry Lifetime Achievement Award was presented to Michael Higgins and Paul Higgins Jr. from Mother Parkers Tea & Coffee. These two industry titans have made long-lasting and ground-breaking contributions to the industry with initiatives such as WaterWise and OneTree serving as testaments to their commitment and impact.
“The Exemplifying Excellence in the Coffee Community Awards is not just about recognizing achievement; it’s about honouring the spirit and passion that each of these winners brings to the coffee industry,” said Carter. “We’re thrilled to celebrate with them, and we’re even more excited about working with them in the future to ensure that Canada’s coffee industry prospers.”
Click here for more coverage of the CAC Conference.
