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?

Through our breeding, trials, and nursery programs, WCR is laying the foundation for the dawn of new opportunities for our industry. We are using modern breeding tools and the power of global collaboration to bring better varieties to farmers faster.

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