Key messages

Key messaging points and FAQs

When promoting your WCR membership 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.

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?

Creating 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.