Café de Colombia - JUAN VALDEZ (#)
„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). Juan even appears in many print ads. Just check out the recent Grab Life by the Beans campaign and you'll see him hang gliding, surfing and snow boarding.“
http://www.juanvaldez.com/menu/advertising/ juan.html - 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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Café de Colombia - OUR CAMPAIGN
„For this it created a parallel print campaign featuring Juan Valdez "grabbing life by the beans," or having fun with diverse adventure or extreme sports such as surfing, snowboarding and hang-gliding. This campaign begun running in 1994 and continues to run parallel to the image and logo campaigns to remind younger consumers that drinking Colombian Coffee is a fun experience. The Agency In order to launch its initial advertising campaign back in the late 1950's, the National Federation of Coffee Growers of Colombia hired the New York based agency Doyle Dane Bernbach to create an advertising campaign that would set their product apart. Doyle Dane Bernbach created the character of Juan Valdez ®, to represent the typical coffee grower in Colombia and launched the educational campaign that made Colombian Coffee a household name.“
http://www.juanvaldez.com/menu/advertising/
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Café Forum | Washington Coffee Companies
„Complete service coffee company roasting the world's finest coffees daily, on beautiful San Juan Island since 1990 - 895 Spring Street (P.O. Box 2998), Friday Harbor, WA 98250 - Tel: 1-800 624 4119 - Email: sjcoffee@rockisland.com - Url: www.rockisland.com/~sjcoffee Mount Vernon Fidalgo Bay Roasting Company Wholesale and retail roastery and coffeehouse. Look for the clock tower - 1600 East College Way, Mount Vernon, WA 98273 - Toll Free: 800 310-5540 - Tel: 360 428-7002 - Fax: 360 424-4399 Olympia Batdorf & Bronson Roasters Coffee without compromise! Roasting premium coffees since 1986.“
http://www.lucidcafe.com/cafebystate/ washforum.html
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Supermarket Coffee vs. Specialty Store Coffee
„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. Harvesting and drying of the beans is often less careful resulting in off flavors at times due to irregularities in the bean.“
http://www.sallys-place.com/beverages/coffee/ supermarket.htm
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Tea & Coffee 02/04 - World News
„In 2003, the operation, then an experiment by the Federation, netted $708,000 in sales in its first year of operation. Growers who sell specialty beans to the Juan Valdez franchise receive a 45% premium. The stores are part of the Federation’s drive to conquer a larger profit share in today’s competitive global coffee market by selling the drink directly to consumers.“
http://www.teaandcoffee.net/0204/world.htm
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