Café de Colombia - 70 Years of Fair and Ethical Trading (#)
„The National Federation of Coffee Growers of Colombia is truly democratic, totally controlled by the coffee farmers. To ensure democratic representation, it has a three level representative structure based on the one man one vote principle with the National Coffee Congress of elected members as the ruling body. All representatives, at all levels are coffee farmers.“
http://www.juanvaldez.com/menu/history/ ethics.html - Cached
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Café de Colombia - QUALITY OF LIFE
„The Federation is committed to pursuing a total quality program in which the responsibility to protect and promote coffee quality is shared by both Colombian Coffee growers and Colombian Coffee institutions. To promote a quality distinction from other origins, the Federation has developed comprehensive programs to set, maintain, and monitor minimum quality standards for coffee exported both by the Federation and by independent exporters, as well as to promote excellence at every stage of the production and processing of Colombian Coffee.“
http://www.juanvaldez.com/menu/advertising/ more_quality.html
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Café de Colombia - OUR CAMPAIGN
„In order to guarantee to consumers that these brands consist of 100% Colombian Coffee, the National Federation of Coffee Growers of Colombia had a logo designed that would be present in all the brands that consist of exclusively this origin - See Juan Valdez and Logo -. Print ads were created to create awareness of this logo which was portrayed in humorous and unexpected ways such as on a cow with "cream good enough for Colombian Coffee," on a crossword puzzle, on Egypcian pyramids, and on a tennis racket. In addition, a television campaign was launched where Juan Valdez and his faithful mule appeared in a kitchen cupboard or in a supermarket isle. In these very same commercials consumers were told that finding a 100% Colombian Coffee brand is as simple as looking for Juan Valdez i.e.“
http://www.juanvaldez.com/menu/advertising/
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Café de Colombia - Who are we? 70 Years of Fair and Ethical Trading
„Coffee products displaying the Café de Colombia logo are guaranteed to have been made exclusively from coffee produced by Colombian Cafeteros, and revenue from the sale will benefit them and their communities.“
http://www.juanvaldez.com/menu/about/
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CoffeeGeek - The Basics of Ethical Coffees
„All the participating growers receive the same price, but there is a large variance in the quality of the coffees. As a buyer this means you can't use the Fair Trade certification as an indication of quality. Also, the growers must join into co-ops to participate, leaving independent growers out.“
http://www.coffeegeek.com/opinions/cafestage/ 11-22-2002
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Café de Colombia - Colombian Coffee News
„Colombian Coffee Federation Welcomes Oxfam Coffee Crisis Report “
http://www.juanvaldez.com/menu/news/
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