The U.S. National Coffee Association (NCA) has unveiled the distinguished recipients of its prestigious 2026 individual awards and proudly announced Strategies for International Development (SID) as the 2026 Origin Charity of the Year. These significant recognitions will be formally presented during the NCA’s highly anticipated annual convention, scheduled to convene in Tampa, Florida, from March 12th to 14th, 2026. The event serves as a pivotal gathering for stakeholders across the entire coffee value chain, fostering dialogue, innovation, and the celebration of excellence within the industry.
This year’s individual honorees represent a spectrum of significant contributions to the coffee sector. The late Pedro Lázaro Gaviña of Gaviña Coffee Company is set to receive the esteemed Distinguished Leadership Award posthumously, acknowledging his profound and lasting impact. Nora Johnson of Massimo Zanetti Beverage USA has been recognized with the inaugural Rising Star Award, highlighting her burgeoning influence and promising trajectory within the industry. Rounding out the individual accolades, Thomas J. Hartley of Hartley Transportation will be honored with the Volunteer of the Year Award, underscoring his dedicated service and commitment to the NCA’s mission.
Beyond individual achievements, the NCA has selected Strategies for International Development (SID) as its Origin Charity of the Year. This award celebrates organizations that demonstrate exceptional dedication to improving the lives of coffee-producing communities. Grounds for Health, a respected organization in the field, was also acknowledged as a finalist, underscoring the depth of impactful work being done within the coffee-origin landscape.
NCA President and CEO William "Bill" Murray articulated the significance of these recognitions, stating, "Each of the honorees has gone above and beyond to leave an indelible mark on the sector. Their dedication, innovation, and unwavering commitment to the advancement of the coffee industry serve as an inspiration to us all." Murray’s remarks encapsulate the spirit of the NCA awards, which aim to spotlight individuals and organizations that embody the highest standards of professionalism, stewardship, and forward-thinking leadership.
A Legacy Honored: The Distinguished Leadership Award for Pedro Lázaro Gaviña
The Distinguished Leadership Award, a testament to a lifetime of dedication and significant influence, will be presented posthumously to Pedro Lázaro Gaviña. A third-generation coffee professional, Gaviña was instrumental in the growth and success of Gaviña Coffee Company, formerly known as F. Gaviña & Sons, Inc. His roots in the coffee industry were deeply embedded, tracing back over 150 years to his family’s origins in Cuba. This rich heritage fueled his passion and commitment to the craft of coffee.
Pedro Lázaro Gaviña, alongside his brother Francisco Marcos "Paco" Gaviña, played a pivotal role in transforming the family’s Los Angeles-based roasting operation into one of the largest minority-owned coffee roasters in the United States. Their leadership was characterized by a relentless pursuit of quality, a keen understanding of market dynamics, and a deep commitment to ethical business practices. The brothers’ shared vision and collaborative spirit were foundational to the company’s enduring success. Tragically, the coffee community mourned the loss of both Pedro and Paco Gaviña within a six-week period in the preceding year, both passing at the ages of 80 and 81 respectively. Their passing marked the end of an era for Gaviña Coffee Company and left a void in the broader coffee industry. This posthumous award serves as a poignant tribute to Pedro Lázaro Gaviña’s enduring legacy and his profound contributions to the American coffee landscape. His journey from Cuba to becoming a titan of the U.S. coffee industry exemplifies the entrepreneurial spirit and the transformative power of dedication.
Emerging Influence: The Rising Star Award for Nora Johnson
The introduction of the NCA Rising Star Award signifies the association’s commitment to recognizing and nurturing emerging talent within the coffee industry. This inaugural award is bestowed upon Nora Johnson, who holds the position of Senior Director of Commodities at Massimo Zanetti Beverage USA. In her role, Johnson is responsible for a critical segment of the company’s operations, overseeing green coffee procurement, sophisticated risk management strategies, inbound logistics, and the stringent quality control of green coffee beans. Massimo Zanetti Beverage USA is a significant player in the global coffee market, with a portfolio of well-known retail brands including Chock full o’Nuts, Kauai Coffee, Hills Bros., and Segafredo Zanetti, underscoring the breadth of Johnson’s responsibilities and influence.
Johnson’s engagement with the NCA extends beyond her professional achievements. She has been an active participant in the NCA’s Next Generation initiative since 2020. Within this program, designed to foster the development of future coffee industry leaders, she has progressively taken on leadership roles. Her tenure has included serving as committee chair, vice chair, and most recently, as chair of the Next Gen Council. This progression highlights her leadership acumen, her dedication to industry advancement, and her commitment to shaping the future of coffee through collaborative engagement and strategic vision. Her recognition as a Rising Star is a clear indicator of her potential to make even greater contributions in the years to come.
Dedicated Service: The Volunteer of the Year Award for Thomas J. Hartley
The NCA Volunteer of the Year Award acknowledges individuals who have demonstrated exceptional commitment and service to the association and the broader coffee community through their voluntary efforts. This year’s recipient is Thomas J. Hartley, the founder and president of Hartley Transportation, a company he established in 1992. Hartley’s contributions have been particularly impactful in addressing critical issues within the coffee supply chain.
The NCA specifically recognized Hartley for his instrumental role in identifying significant vulnerabilities within the supply chain, particularly concerning the theft of green coffee. His practical insights and proposed solutions have been crucial in developing strategies to mitigate these risks. Hartley’s expertise was a key component in the development of an official NCA guide on coffee theft prevention. This guide, a valuable resource for the industry, outlines practical steps and best practices designed to safeguard valuable coffee shipments. His proactive engagement and willingness to share his knowledge underscore the importance of volunteerism in strengthening the industry’s resilience and operational integrity.
Championing Origin Communities: Origin Charity of the Year for Strategies for International Development
The Origin Charity of the Year Award shines a spotlight on organizations dedicated to making a tangible difference in coffee-producing regions. Strategies for International Development (SID) has been selected to receive this prestigious honor. SID is a non-profit organization committed to providing technical assistance to coffee-farming families with the overarching goal of alleviating poverty and fostering sustainable livelihoods. Their work is characterized by a deep understanding of the challenges faced by smallholder farmers and a practical, hands-on approach to development.
Currently, SID is actively engaged in leading coffee-focused initiatives in key coffee-producing countries, including Uganda, Tanzania, and Guatemala. These programs often involve providing farmers with access to improved agricultural techniques, training in climate-resilient practices, financial literacy, and support in accessing new markets. By empowering these communities, SID contributes not only to economic development but also to the long-term sustainability of coffee production itself. The recognition of SID as Origin Charity of the Year highlights the critical importance of supporting the foundational elements of the coffee industry – the farmers and their communities. The inclusion of Grounds for Health as a finalist further emphasizes the NCA’s commitment to acknowledging the vital work being done to improve health and well-being in coffee-growing regions.
The NCA Convention: A Hub for Industry Dialogue and Innovation
The annual NCA convention serves as a cornerstone event for the U.S. coffee industry, bringing together roasters, importers, retailers, equipment manufacturers, and other key stakeholders. The 2026 convention in Tampa, Florida, is expected to draw hundreds of attendees for three days of educational sessions, networking opportunities, and business development. This year’s event is particularly significant as it marks a return to a dynamic in-person format, allowing for robust discussions on the pressing issues and emerging trends shaping the coffee landscape.
The convention agenda typically includes a comprehensive program of seminars and workshops addressing topics such as market analysis, sustainability initiatives, technological advancements in roasting and brewing, consumer behavior, and regulatory updates. The presentations of the NCA awards are a highlight of the convention, providing a platform to celebrate the individuals and organizations that are driving the industry forward. The presence of these honorees and the discussions surrounding their achievements are expected to inspire further innovation and collaboration among attendees.
Broader Implications and Industry Outlook
The recognition of these award recipients and the focus on organizations like SID and Grounds for Health underscore a growing trend within the coffee industry: an increasing emphasis on sustainability, ethical sourcing, and community development. As consumer awareness regarding the social and environmental impact of their purchasing decisions continues to rise, companies are increasingly prioritizing these values. The NCA’s awards serve to highlight best practices and encourage greater adoption of these principles across the sector.
The legacy of Pedro Lázaro Gaviña, honored with the Distinguished Leadership Award, serves as a reminder of the importance of family-owned businesses and long-term commitment in building enduring enterprises. The recognition of Nora Johnson as a Rising Star signals the vital role of emerging talent and the need for continued investment in developing the next generation of coffee leaders. Thomas J. Hartley’s Volunteer of the Year award highlights the power of individual dedication to address industry challenges, such as supply chain security, which are critical for the industry’s stability.
The selection of SID as Origin Charity of the Year reinforces the interconnectedness of the global coffee supply chain. Investments in origin communities are not merely philanthropic endeavors; they are strategic investments in the long-term health and resilience of the entire industry. By supporting farmers, improving living conditions, and promoting sustainable agricultural practices, the industry can ensure a more stable and equitable future for coffee production worldwide. The NCA’s commitment to these issues, as demonstrated through its awards program and convention themes, positions the association as a key facilitator of positive change and growth within the U.S. coffee sector. The discussions and connections made at the Tampa convention are poised to shape the trajectory of the coffee industry for the coming year and beyond.