Checkoff Assets

We encourage you to promote the Checkoff Program to your clients and share your role as a partner in our work. Below are resources and ideas to get you started. If you have questions about how to use these assets, please get in touch.

Ideas for how to communicate about the Checkoff Program

In the comprehensive guide below, you will find a variety of resources for how to communicate about the Checkoff Program as a member/participant and resources that can help you do so effectively, including talking points, example communications, sample language for calls, emails, and social media posts, and sample graphics. Please note that there are separate guides for communicating to matching and non-matching importers.


WCR Checkoff Program Resources for Importers


WCR Checkoff Program Resources for Non-matching Importers


This one-pager is designed to help communicate the importance of the Checkoff Program, how it works, how it can benefit importers, and which importers currently participate.


Checkoff Flyer

Sample social media posts

Checkoff participants are entitled to post the graphics on their own channels or as inspiration when creating their own posts.


Ensuring the quality of coffee


Ensuring the climate resilience of coffee


Ensuring the supply of coffee


Ensuring the future of coffee


Improving the goodness of coffee

Photo kit and usage

Checkoff participants are entitled to use images from the WCR photo kit for blog posts, social media posts, and other media concerning our work.

All approved photos can be found here, along with information describing the context of each image, including where and when it was taken.

When using approved photos, members must properly credit the images to WCR. For any further inquiries regarding how to provide proper credit for the authorship of these photos, please contact us.

Key messaging points and FAQs

When promoting your participation and using our assets, please refer to the frequently asked questions (FAQs) and key messaging points below to ensure your communications align with ours in accurately describing our mission and work.

How does the WCR Checkoff Program work?

The Checkoff Program is a way for Suppliers and Roasters/Retailers to invest pennies per pound (cents per kilogram) to ensure the future of coffee. The contribution is calibrated to roasters’ and retailers’ purchase volume and built into the cost of green coffee.

Limitations: Because of the high cost associated with administering the Checkoff program, it is available only for roasters purchasing more than 50,000 pounds of green coffee per year from participating suppliers. See full membership fee schedule here.

What is WCR's mission statement?

Grow, protect and enhance supplies of quality coffee while improving the livelihoods of the families who produce it.

What is WCR's tagline?

Ensuring the future of coffee.

Who are we?

WCR is an industry-driven agricultural research organization focused on unlocking the promise of improved coffee varieties.

Why is our work important?

Research is an essential basis for improving the ‘goodness’ of coffee: how good it tastes, how good it is for the planet, and how good it is for people who grow it. The coffee we drink today is the result of research conducted in the past. The coffee we drink tomorrow will be the result of research conducted today.

For all other general questions about our work, please refer to the one-page guide below or contact us.


About WCR


About WCR (French)


About WCR (German)


About WCR (Japanese)


About WCR (Italian)


About WCR (Spanish)