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Coffee: Here’s to Your Health!

Posted in: Truckstop Business, Marketing & Retail


The latest National Coffee Drinking Trends study (conducted annually by the National Coffee Association since 1950) called out these three leading barriers to coffee consumption:

1:  limit caffeine (48%)
2:  expensive away-from home (45%)
3:  concerns that coffee is not healthy (32%)

Fortunately, coffee and health have recently been positively linked by the Dietary Guidelines Advisory Committee (DGAC) of the U.S. Dept. of Agriculture (USDA) – effectively reducing the first barrier and virtually removing the third. Coffee lovers everywhere rejoice!


In their 2015 scientific report, the DGAC presented findings on the relationship between moderate coffee/caffeine consumption and health.* The report recognizes coffee as one of the most widely consumed beverages in the US, representing a major source of caffeine, with moderate coffee consumption defined as 3-5 cups/day.

The report concluded that there is strong evidence that consumption of coffee within the moderate range is not associated with any increased risk of major chronic diseases. Additionally, the report found that there is consistent evidence that moderate coffee consumption reduces the risk of type 2 diabetes by up to 30% and of cardiovascular disease by up to 12%. Regular coffee consumption is also associated with a reduced risk of liver cancer and of Parkinson's disease.

Educate your customers by incorporating a healthy coffee message into your marketing. The right messaging can put wary consumers at ease and increase your sales, raising a toast to both their health and your healthy profits.

* 2015 USDA Dietary Guidelines Advisory Committee Report 10-Part D-Chapter

/// S&D Coffee & Tea, in continuous operation since 1927, serves over 90,000 customers through national distribution and direct store delivery. S&D has been distinguished for supplier excellence by many of the largest retailers and consumers of coffee and iced tea, including McDonald’s and the U.S. Military. In 2009, S&D added a state-of-the-art Liquid Extracts Division, which extracts the flavors of coffee, tea and botanicals for use in iced coffee, shakes, ice cream and frozen desserts, energy drinks and other packaged and dispensed products. Operators can learn more about the innovative beverage solutions that S&D Coffee & Tea offers by visiting the company website at or by contacting Jim Edmonson at

The opinions and advice given by guest post contributors are not necessarily those of NATSO Inc. The posts should not be considered legal advice. Qualified professionals should be sought regarding advice and questions specific to your circumstances.

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About the Author

John Buckner

John Buckner

John Buckner joined S&D Coffee & Tea in 2009, after a 20-year career in sales and marketing for several Fortune 500 companies. He has a track record of generating profitable growth by building brands, successfully launching new products and gaining distribution.

His team is responsible for beverage strategies, new product development, customer-centered marketing, market research, merchandising, trade shows, media planning and advertising.

Buckner holds a master’s degree from the University of Virginia, and an executive MBA from Queens University’s McColl School of Business in Charlotte, N.C.