ECONOMICS AND TRADE | Achieving growth through open markets
Juan Valdez, Symbol of Colombian Coffee
"Juan Valdez" is the creation of a New York advertising company, hired by the Colombian Federation of Coffee Growers to promote sales of beans produced by members. Over more than 40 years as an ad icon, Juan Valdez has helped Colombian coffee growers make, on average, 20 cents per kilo more than coffee growers from other countries.
Timeline
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Introduction
"Juan Valdez" is the creation of a New York advertising company, hired by the Colombian Federation of Coffee Growers to promote the sales of beans produced by members. In 1960, Juan Valdez (and his mule, Conchita) first appeared on American television. The Juan Valdez character charmed viewers with his friendly manner, while explaining how Colombian coffee is grown and processed. Over more than 40 years as an advertising icon, Juan Valdez has helped Colombian coffee growers make, on average, 20 cents per kilo more than coffee growers from other countries.
Related article: Juan Valdez Travels the World, Sends Profits Home to Colombia
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1927
The Colombian Federation of Coffee Growers is established to advance the welfare of coffee growers. The federation is funded by taxes levied on coffee exports. Colombian arabica trees produce some of the world's finest coffee beans. The federation ensures that foreign buyers take delivery of premium-quality beans and that growers receive above-market prices. The federation guarantees coffee growers a minimum price for their beans, and foreign buyers are assured of premium quality. A small group of coffee growers founded the federation, which has grown to 550,000 Colombian growers today. Over years, the federation has built a large number of schools, hospitals, highways and bridges, which benefit the families of its members.
Related article: Juan Valdez Travels the World, Sends Profits Home to Colombia
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1960
The first commercial featuring Juan and Conchita appears on American television. Since then, the man and his mule have become North American media fixtures, giving a distinct identity to Colombian coffee while capturing many advertising industry awards. The Colombian coffee campaign, with Juan and Conchita as the insignia, has entered markets in Europe and the Far East in recent years, spreading the message of Colombia's distinctive coffee to more distant markets. In the photo, Carlos Sanchez, right, who played the role of Juan Valdez for nearly four decades in advertisements for Colombian coffee, embraces Carlos Castaneda, who was selected to replace him as Juan Valdez.
Related article: Juan Valdez Travels the World, Sends Profits Home to Colombia
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2004
The Colombian coffee federation opens the first of its first Juan Valdez coffee shops in the United States, with plans to open hundreds more worldwide in the succeeding years. The Colombian coffee federation hopes to capture a portion of the specialty coffee market dominated by Starbucks Corporation. In the photo, Colombian President Alvaro Uribe and Juan Valdez appear at the opening of a Juan Valdez Cafe in New York City, September 28, 2004. The Colombian Coffee Growers' Federation, which owns the Juan Valdez logo, plans to develop a global chain of Juan Valdez cafes.
Related article: Juan Valdez Travels the World, Sends Profits Home to Colombia
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2007
The Colombian coffee federation announces a multiyear partnership with The Coca-Cola Company, which will market Juan Valdez coffee at thousands of food service establishments across the United States. Coca-Cola will sell a liquid coffee system that delivers a perfect cup of 100 percent Colombian coffee on demand. The intention is to help food service operators improve operational efficiency. In the photo, Steve Cook, an advertising director for Coca-Cola, discusses the power of branding in introducing a new vending machine.
Related article: Juan Valdez Travels the World, Sends Profits Home to Colombia
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