Regrettably many people still see coffee as a health risk and this is one of the major factors limiting its consumption in many countries. In fact, recent scientific work points in a very different direction. The overwhelming bulk of evidence shows that moderate coffee drinking is perfectly safe -- and is in no way a health risk. What emerges clearly from recent studies is the fact that coffee is more than caffeine, and that the complexity of its chemical composition is responsible for many beneficial effects now being discovered.

Some of these new effects can be attributed to recently discovered components, mainly derivatives of the break down of chlorogenic acid. These have powerful antioxidant activities, resulting in a reduction of oxidative tissue stress and anti-inflammatory problems. There is also some interesting research on the effect of coffee on brain function that may help prevent drug addiction and possibly act additionally in an antidepressant role.

Coffee components have also been shown to have chemo-protective properties. Protection from Parkinson disease, gallstone formation, hepatic cirrhosis and Type 2 Diabetes are just some of the benefits of moderate coffee consumption being shown from recent and current research studies.

Beneficial effects attributed to caffeine have been recognised for longer. Increased alertness and mood enhancement, improvement of creative thinking and good decision-making, short term and in some circumstances, long term memory enhancement and endurance in prolonged exercises, have been well established and benefited from by many people.

POSITIVELY COFFEE PROGRAMME

The Positively Coffee Programme, undertaken by the ICO jointly with the Institute for Scientific Information on Coffee (ISIC), was set up to provide, accurate, balanced and consistent information to all audiences who have an interest in learning more about the benefits of coffee consumption

Beginning with a pilot project in the UK in 2001, the Programme has now grown to provide a regular flow of ready to use materials on a wide range of topics. These materials are all based on the results of such recent scientific research on the health benefits of drinking coffee. This scientifically vetted portfolio of resource materials is fully accessible on the Positively Coffee website www.positivelycoffee.org, and all copy is downloadable in English French, Portuguese and Spanish.

Many national coffee sectors are already making use of these materials - mostly in the form of ready-to-use articles for different publications, e.g. lifestyle magazines, women's magazines, scientific and health related sections of daily papers - to generate interest among their own market audiences. They are also being used by enterprising coffee bar owners as part of their counter displays.

HEALTHCARE PROFESSIONS – COFFEE EDUCATION PROGRAMME

This feeling that coffee represents a health risk is often conveyed to consumers via doctors and other healthcare professionals from opinions formed, and which persist, in many medical schools and other similar training establishments. “It is common”, said Dr Illy, Chairman of the Promotion Committee of the International Coffee Organization, “to find misinformation on coffee and health disseminated that is 30 to 40 years old and frequently derived from outdated scientific literature and methods of research no longer acceptable”.

Recognition of the fact that health concerns limit coffee consumption, that medical and associated healthcare professionals are a key source of information for concerned consumers, and that these professionals need to be better informed on the current scientific findings on coffee consumption, is the basis of the second Programme. The “Healthcare Professions - Coffee Education Programme” addresses these concerns and all activities support the aim of establishing broad awareness and understanding of both the general and specific health benefits amongst these medical and healthcare audiences.

The HCP CEP Steering Group was set up in March 2003. Its Terms of Reference were to oversee the development and implementation of this programme and report on its activities on a regular basis to the ICO Steering Group on Promotion. Membership of Steering Group include:

PROGRAMME STRATEGY

The market environment, opportunities and techniques for communicating specific information on addressing coffee and health issues varies greatly from one country to another. National projects, therefore, must be initiated nationally in order to produce greater benefits to the coffee market in that country.

This Programme supports six national coffee sectors, initially in Greater Europe, with appropriate resources to run national projects on a 50:50 funding basis over a 3-year period. The six participating countries are Finland, France, Netherlands, Italy, Russia and United Kingdom. In Spring 2004, each of these six countries started running the first year of a three year programme. Administrative coordination of the Programme is being undertaken centrally at the ICO to help ensure optimum use of funding and resources.

For further information on both Positively Coffee Programme and the HCP-CEP Programme, contact Sylvia Robert-Sargeant, Programme Coordinator, via e-mail on: positivelycoffee@ico.org.