What Is a Checkoff?
In many industries, some of the most valuable work happens outside the supply chain. Think of iconic campaigns like “Got Milk?” or “Beef. It’s What’s for Dinner.” These were funded by trade associations that assessed fees on producers — sometimes mandatory, sometimes voluntary — to support collective marketing, lobbying, research, technical assistance and advocacy. These are known as checkoff programs.
Why Should I Check Off?
Unlike commodities with central governing bodies, coffee does not have a single board or mandatory contributions. Instead, collective progress is driven by a patchwork of organizations — each with its own priorities and funding structures.
In the U.S., the two major trade associations — the National Coffee Association and the Specialty Coffee Association — are membership-based. But some other organizations have adopted a checkoff model, allowing roasters to contribute a small amount per pound of green coffee purchased toward initiatives they believe in. It’s a simple way to make a difference, like setting up an automatic deposit into your savings account.
Importers like Atlas help facilitate this giving. We add the contribution to your invoice, collect the funds, and send them on to the designated organizations — often alongside our own matching funds.
Our Checkoff Partners
· Coffee Quality Institute (CQI): A nonprofit working globally to improve coffee quality and the lives of the people who produce it.
· Grounds for Health: Uses high-quality, low-cost testing to prevent cervical cancer and keep women healthy in coffee-producing communities.
· World Coffee Research (WCR): Unites the global coffee industry to drive science-based agricultural solutions and secure a diverse, sustainable future for coffee.
We’re proud to partner with three organizations that provide essential services for coffee farmers and the future of our industry. We believe it’s our collective responsibility to support the long-term health of coffee, and we encourage all our clients to participate at a level that’s sustainable for their business.
This summer, we’ll be highlighting each of these organizations — and why we support them — in our newsletter and on social media.
Want to Learn More or Sign Up for a Checkoff? Explore our partners above and then contact our team at customerservice.atlas@nkg.coffee to sign up!