Coffee and Juan Valdez

How Colombian coffee growers organised the National Federation of Coffee Growers in 1927, created the Juan Valdez brand in 1958, and built a premium image.

Colombia is famous for coffee.

Federation

The National Federation of Coffee Growers, founded in 1927, represents hundreds of thousands of growers.

Juan Valdez

In 1958, the federation created Juan Valdez, a fictional farmer with his mule, to market Colombian coffee as premium.

Coffee shops

The federation opened Juan Valdez Café stores from 2002.

Arabica

Colombia grows mainly mild arabica coffee.

Price guarantee

The federation offers a purchase guarantee to buy growers’ coffee.

Coffee region

The Coffee Cultural Landscape is a UNESCO site since 2011.

The brand

A shopper in New York pays extra for coffee labelled "100% Colombian" with Juan Valdez's logo.

Thinking coffee is just a commodity

Branding added value.

Key takeaways

The coffee federation was founded in 1927.
Juan Valdez was created in 1958.
Colombia grows mild arabica.
The federation guarantees purchases.