Café de Colombia - HISTORY OF THE LOGO (#)
„Featuring Juan Valdez (the quintessential cafetero), his mule, and the Colombian mountains in the background, the purpose of the logo is to identify and serve as a seal of guarantee to the brands that do indeed consist of 100% Colombian Coffee as approved by the National Federation of Coffee Growers of Colombia. In 1982, it was introduced to consumer advertising; however, given the limited number of 100% Colombian Coffee brands in the market -- 9 small supermarket brands -- at the time its presence was limited to print advertising. In 1983, the logo was added to consumer spot television advertising as 100% Colombian Coffee brands featuring the logo were introduced in regional markets. By 1987 there were nearly 30 supermarket brands and at this point the logo was included in all creative materials on a national basis.“
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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.“
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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?“
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Café de Colombia - QUALITY OF LIFE
„To achieve it’s goals, the Coffee Fund has also invested in a network of private businesses that provide the cafeteros with the resources necessary to support the marketing of Colombian Coffee. The Federation’s association with these businesses testifies to the uniqueness of the organization and Colombia’s long-term commitment to the coffee industry. These business alliances further attest to the importance of the coffee industry to Colombia’s economy and social structure by offering the following services to the cafeteros:“
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Café de Colombia - Colombian Coffee News
„Colombian Coffee Federation Welcomes Oxfam Coffee Crisis Report “
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Café de Colombia - 70 Years of Fair and Ethical Trading
„All profits are channeled back to the cafeteros and their communities. One important and direct result of the Federation's work is that Colombian Coffee, today sells at a significant price premium on the international coffee market, providing a higher standard of living for the cafeteros. The Colombian Coffee Federation represents commercially successful fair-trading, proven over 70 years. The Price Guarantee: A buffer against a volatile and unpredictable international coffee market The farmers are guaranteed an adequate, stable income.“
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