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.
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.
Sample social media posts
Checkoff members are entitled to post the graphics on their own channels or as inspiration when creating their own posts.
We have a variety of logos available to members in PNG, JPG, and EPS formats. Below, you can download our primary logo in four color schemes—full color, all black, all white, and color with white text—and our 2022 Proud Member logo in PNG format.
Other logos and formats other than PNG are available upon request.
Logo usage guidelines
WCR provides each member with a limited, revocable license during the term of membership to use WCR's name and logo to indicate that it is a funder of WCR. We ask that you share your logo usages with us for record-keeping purposes.
Otherwise, the member agrees to obtain advance approval from WCR for any other use of WCR's name or logo. For approval of such uses of our logo, name, or intellectual property, please contact us.
How to use the logo
- Do not alter any elements or change the logo color by adding effects (e.g., drop shadow).
- Do not alter the logo's proportions.
- The registration symbol Ⓡ must be visible and readable.
- Do not rotate the logo.
- Do not place the logo over busy backgrounds.
- Do not crowd the logo. The logo should have at least as much white space around all four sides as the length + height of the globe/leaf symbol.
- Do not reproduce the logo at a size smaller than 1.5 inches wide.
- Do not use retired logos or any logos not listed in the selection above.
Neither the logo nor the WCR name may be used in any other company name, product name, service name, domain name, website title, publication title, or the like. Non-WCR materials should not mimic any WCR products, publications, website design, or other materials. As such, the logo may not be:
- Displayed as a primary or prominent feature on any non-WCR materials.
- Imitated or used as a design feature in any manner.
- Used in a manner that would disparage WCR or its work.
WCR reserves the right in its sole discretion to terminate or modify permission to display the logo, and may request that third parties modify or delete any use of the logo that, in WCR's sole judgment, does not comply with these guidelines or might otherwise impair WCR's rights in the logo. WCR further reserves the right to object to unfair uses or misuses of its trademarks or other violations of applicable law.
Photo kit and usage
Members 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.