BBC NEWS | Business | Colombia plans its own Starbucks (#)
„The venture was launched with a ceremony at the Colonial National Palace, attended by President Alvaro Uribe. Colombia's chain of coffee shops will be marketed using the logo of Juan Valdez, a fictional peasant character who has traditionally symbolized Colombian coffee. Better share for growers The National Federation of Coffee Growers of Columbia plans an initial outlay of $2.2m which will be financed by the country's state run bank, Bancoldex. If the venture proves successful the federation plans to start a marketing company with a $100m capitalisation to promote cups of Colombian coffee abroad.“
http://news.bbc.co.uk/2/hi/business/2250753.stm - Cached
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„To help identify these brands, the Federation created a Colombian Coffee trademark, which features Juan Valdez, his mule and the Colombian mountains. When seen on any brand, this trademark ensures that you are getting 100% Colombian Coffee which has been approved by the Federation's rigorous quality control standards. Is Colombian Coffee a brand?“
http://www.juanvaldez.com/menu/100percent/
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Supermarket Coffee vs. Specialty Store Coffee
„By the way, I did say coffee tree. Many people think coffee grows on conveniently sized 4 foot high bushes because of Juan Valdez and his televised coffee adventures. On the contrary, coffee trees, if left unpruned, can reach up to approximately thirty feet. Coffea Robusta tend to be a hardier, more disease-resistant bean which are less expensive to maintain and produce a higher yield than other commercial beans.“
http://www.sallys-place.com/beverages/coffee/ supermarket.htm
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Global Exchange - Printer Friendly
„It would be a reach to say that Juan Valdez, the iconic Colombian coffee farmer of television advertising, has turned to drugs. Although hard numbers are impossible to come by, evidence and informed estimates suggest that only about 1,000 of the country's 560,000 coffee farms have scrapped coffee plants in favor of coca or opium poppies. But just about all coffee farmers wonder how they are going to survive at the current prices.“
http://www.globalexchange.org/campaigns/fairtrade/coffee/.../ washpost103001.html.pf
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Global Exchange : dailynw021400.html
„"Starbucks sells their coffee as a premium blend. People think Juan Valdez is out there picking it by hand. They don't know that it's Juan Valdez's 13-year-old son."“
http://www.globalexchange.org/economy/coffee/ dailynw021400.html
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Café de Colombia - JUAN VALDEZ
„Juan was a prominent figure at the 1995 US Open, where he became a true tennis connoisseur watching some of the year's most exciting matches; in March, 1996 he actually fitted on some skis at the Café de Colombia Alpine Ski World Cup Finals in Lillehammer, Norway; in August, 1996 he headed to Montreal and Toronto for Canada's international women's and men's tennis championships, where he supplied the spectators with free 100% Colombian Coffee throughout the tournament. ( Once back from the trip, we had trouble getting him to revert back to "Buenos Días" after having said "Bonjour" for the better part of his stay there.) For more information see Café de Colombia's Sports Sponsorships Why is Juan Valdez so known? Show up anywhere with him and the majority of the people are bound to point, yell out a greeting or come up and ask for his autograph. Maybe it's due to the fact that Juan's likeness has been an integral part of the National Federation of Coffee Growers of Colombia's logo since it's introduction in 1981 (look on any 100% Colombian Coffee brand, print ad or commercial and you are certain to see the logo.) Or maybe it's due to Juan's various appearances in Colombian Coffee commercials (whether a cameo or appearing in the sign off, Juan Valdez is referenced in every Colombian Coffee commercial).“
http://www.juanvaldez.com/menu/advertising/ juan.html
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