You're Invited! SCA USA Listening Sessions

The US Chapter of the Specialty Coffee Association invites you to join a Listening Session on Zoom!

The US Chapter of the Specialty Coffee Association established a Brand Committee to access the need for a potential rebrand of the US Chapter. The goal of the rebrand would be to better establish the unique positioning, mission, values, brand promise and tone of the USA Chapter and ensure that we are reflective of, representative of, and supporting the US coffee community broadly.The Brand Committee has assembled an in-draft Brand Architecture document based on research, discussion, surveys, analysis, debate, and consideration including many members of the US Coffee Community.

Before we move forward, volunteer members of the Brand Committee and volunteer Regional Coordinators of the US Chapter are facilitating Listening Sessions to gather further insight, feedback, and direction from additional voices. The Listening Sessions will be held on Zoom in small groups to facilitate participation.

These are the key questions:

1. What do you think the SCA US Chapter is? (What is the purpose of the US Chapter? How is it different than SCA Global? What does the US Chapter do?)

2. What do you want the US Chapter to be? What should the chapter do, that it is currently not doing? (from a purpose standpoint and action standpoint)

3. Should our attention include the entire coffee value chain globally, regionally or within the US?

4. Regarding the in-draft Brand Architecture document for the SCA US Chapter:

  • What does this Brand Architecture document say to you?

  • Please recommend adjustments to our “tone of voice” and the language we utilize to ensure we genuinely honor and serve the broad and diverse community we represent.

  • Are there any voices in the US Coffee Community that are not represented in the Brand Architecture for the SCA US Chapter? How shall we seek to include those voices?

This project is a product of the US Chapter's mission and desire to serve, honor, and resonate with the diverse community we represent here in the US.

First Wave of Listening Sessions

This is the first wave of Listening Sessions specifically focused on the coffee community in the Eastern part of the United States (including WI, IL, KY, TN, MS and states eastward). Sign up for the sessions below here.

Thursday August 18
10am - 10:40am ET
11am - 11:40am ET
12pm - 12:40pm ET

Friday August 19
12pm - 12:40pm ET
1pm - 1:40pm ET
2pm - 2:40pm ET

Additional sessions for regions will be announced soon.

We're looking forward to the continued sharing of perspectives.

Grace