The National Coffee Association (NCA) in the US has announced that Howard Schultz, Chairman, President and Chief Executive officer of Starbucks Coffee Company, will deliver the keynote address at the NCA Centennial Convention on March 18. This year’s event takes place in New Orleans.
“Howard Schultz has elevated the coffee experience for millions of consumers worldwide and has been instrumental in reshaping American coffee culture,” said Robert Nelson, NCA President and CEO.
“As the NCA commemorates 100 years of service to the US coffee industry, we are honoured that one of our industry’s leading visionaries will bring his unique perspective and wisdom to our centennial celebration.”
In his address, Schultz will reflect on the role of innovation in the specialty coffee market – past, present and future – as well as Starbucks’ efforts to stay true to its coffee heritage while evolving to reflect a changing marketplace.
Mr Schultz joined Starbucks in 1982 as Director of Operations and Marketing. He returned in August 1987 as Chief Executive Officer to purchase Starbucks with the help of local investors. Chairman since 2000, Mr Schultz reassumed the role of President and CEO in January 2008. Since his return, he has led the transformation of the company, bringing it back to profitable growth with a renewed focus on coffee heritage, innovation and customer experience.