About Juan Valdez

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„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).“

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Café de Colombia - HISTORY OF THE LOGO (#)

„The Juan Valdez logo was developed by Doyle Dane Bernbach in March 1981 and was first introduced to the trade in September of the same year. 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.“

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Tea & Coffee 05/03 - World News (#)

„Colombia - An Administrative Panel of the Arbitration and Mediation Center of the World Intellectual Property Organization (WIPO) issued an Order recently, directing transfer of ownership of the domain name www.juanvaldez.org to the National Federation of Coffee Growers of Colombia. The Federation is the owner of the federally registered Juan Valdez trademark, which is also registered in several other countries. The Federation instituted the proceeding against an individual who had registered the domain name. The Federation asserted that the name was confusingly similar to the Juan Valdez trademark, that the individual had registered the domain name in bad faith, and that the individual had no legitimate rights in either the domain name or their business name.“

http://www.teaandcoffee.net/0503/world.htm - Cached

The Coffee Review - the world's leading coffee buying guide (#)

„Ethiopia, which generally endured a poor quality crop last year (coffee origins, like wine origins, have good years and bad depending on seasonal weather), produced only middle-of-the-pack coffees, none of which is reviewed here. Colombia, which until recently was known for marketing good but standard commodity coffee (see Juan Valdez) rather than singular and exceptional coffees, fared passably well with ratings ranging from a high of 87 to a low of 78. Neither of the highest rated Colombias (87 and 86) was a standard-issue one-size-fits-all Colombia, however. One was a Popoyan, from a particularly admired growing region, and the other was a coffee that was aged for eight years.“

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index (#)

„Unless growers are organized into local or federated cooperatives, they have absolutely no bargaining power and are forced to accept whatever price they’re offered. Harris said that, contrary to the image many Americans have about huge, well-organized coffee plantations run by Juan Valdez, most coffee in the world is sold by growers on the roadside to “coyotes”—local independent buyers who drive through coffee growing territories, often dividing routes to reduce competition.“

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The Coffee Review - the world's leading coffee buying guide (#)

„Colombia is the paradox of the specialty coffee world. Its 100% Colombia campaign, featuring the ubiquitous Juan Valdez, is a model of successful coffee organization and marketing. Colombia remains the only premium single origin coffee able to compete successfully in the arena of canned supermarket blends. Although it ranks second to Brazil in total coffee production -- with about 12 percent of the world's total coffee production compared to Brazil's 30 to 35 percent -- most of Colombia's 12 percent is excellent coffee, grown at high altitudes on small peasant holdings, carefully picked, and wet-processed.“

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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

Amazon.com: Editorial Reviews: Uncommon Grounds: The History of Coffee and How It Transformed Our World (#)

„In 1952, a campaign by the Pan American Coffee Bureau helped institutionalize the coffee break in America. And the invention of the still ubiquitous Juan Valdez in a 1960 ad campaign caused name recognition for Colombian coffee to skyrocket within months of its introduction. The Valdez character romanticizes a very real phenomenonAthe painstaking process of tending and harvesting a coffee crop. Yet the price of a tall latte in America, Pendergrast notes, is a day's wage for many of the people who harvest it on South American hillsides.“

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Tiny Joy July 2000 Home Coffee Roasting Newsletter (#)

„In fact, all three have this striking aggressiveness and it has led me to rethink my biases towards Colombians as wimpy middle of the road coffees. I am not saying you can go out there and get a wimpy cup of Juan Valdez 95% of it is like that. But Colombia changed their whole strategy lately: they reversed the trend toward pooling coffees and emphasized single origin and single estate, These are the results ...the flavorful coffees that were formerly lost in a sea of lower-grown dreck, now liberated to brew potent yet balanced coffee!“

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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.“

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Coffee on the Road - Columbus, OH (INeedCoffee.com) (#)

„I came to Stauf's shortly after having my first latte at Caffe Fino. Here, with their wide varieties of coffees from around the world, I learned that there was more to coffee than Colombia and Juan Valdez. When I walked in, I was immediately drawn to the new aromas that came from the large drum roasters and bins of coffee. As I examined each bin, I noticed the different size of beans, the different colors, textures and roasts.“

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The Coffee Review - the world's leading coffee buying guide (#)

„Coffee-growing countries like Kenya, for example, simultaneously promote high standards through imposing strict grading criteria while supporting growers by providing agricultural and social assistance. In many cases, governments may extend their support efforts to the consuming countries, where they promote their growers' coffees either behind the scenes or directly through media campaigns, like the famous and successful Colombian effort featuring Juan Valdez and his donkey.“

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Tea & Coffee 04/01 - The Kona Kai Scandal and its Aftermath (cont.) (#)

„In addition they have stepped up their monitoring efforts of 100% Colombian brands. Juan Valdez guardian Mary Pettit at the Federation said, “The discussion surrounding the Kona scandal gives our industry an opportunity to reaffirm our commitment to treat customers with integrity, The misrepresentation of any product is harmful to the entire industry. Be assured that the Federation will continue to protect the trust our customers have placed in 100% Colombian coffee.”“

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View topic - Juan Valdez vs. Starbucks! - Coffee Forum (#)

„The Colombian Coffee Federation, which represents more than 500,000 Colombian coffee growers, is planning to open its first coffee shops - all bearing the name Juan Valdez, after the federation's signature character - in the United States by early 2004. Gabriel Silva, the president of the federation, which is based in Bogotá, says the coffee growers have been "too passive" in claiming a larger piece of the $8.4 billion specialty coffee industry.“

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Amazon.com: Books: Juan Verdades: The Man Who Couldn't Tell a Lie (#)

„Gr 2-5-Don Ignacio, a wealthy rancher and owner of the finest apple tree in the area, implicitly trusts his foreman, Juan Valdez. When a friend claims that no employee should be trusted, don Ignacio declares openly that Juan can't tell a lie and in fact has been nicknamed Juan Verdades because of his honesty. Don Arturo then bets his entire ranch that he can get the man to tell a lie.“

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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.“

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Specialty Coffee Bulletin Board :: View topic - Juan Valdez Coffee Shop Chain (#)

„I am sure a natural coffee from Bucaramunga (more body, brown sugary) with a semi-washed Huila (floral and multi-dimensional) with some washed Sierra Nevada (soft and sweet) could probably make an espresso that would hold it's own. Hell, they have some of the best cuppers I've ever seen and I am sure they could craft something strong if the Juan Valdez project actually involved some of the strongest members in the Federation.“

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BBC NEWS | Talking Point | World Service at 70: Your stories (#)

„I learned to count listening to your reports and figuring out the number of bombers that went out on missions over Germany and those that returned. Years later a Spaniard named Juan Valdez chatted about the people in the little town he lived in in Britain, as a refugee I would assume from Franco's regime. On the BBC I heard Churchill and Gandhi. Those were times for giants and the BBC rose to the occasion.“

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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 - Cached

Tea & Coffee 05/04 - Hunting for Specialty in Costa Rica (#)

„“The Juan Valdez image represents a misconceived idea - it isn’t current, certainly not in Costa Rica,” the Coffee Hunter reported. “These growers are professionals, and you don’t have to be a big business to be professional. The efforts of the small growers shouldn’t be under-rated because, organized by a good co-operative, these people can do great things.“

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Global Exchange : catholicvoice011000.html (#)

„For Santiago Rivera the fair trade market brought dramatic results. Unlike Juan Valdez, who has pitched Colombian coffee in TV ads for decades, Rivera didn't have a mule to transport his coffee beans to buyers in town. For years he and other coffee growers in his Nicaraguan community lugged 100-pound bags of the crop down a winding dirt road on their backs.“

http://www.globalexchange.org/campaigns/fairtrade/.../ catholicvoice011000.html - Cached

The Coffee Review - the world's leading coffee buying guide (#)

„For specialty coffee professionals, however, Juan Valdez is Rodney Dangerfield's Latin cousin. Colombias carry nowhere near the insider panache of Kenyas, Guatemalas, even Papua New Guineas and Zimbabwes. Colombia sells well in specialty stores, but often simply because it is the only name on the board that coffee neophytes recognize.“

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The Coffee Review - the world's leading coffee buying guide (#)

„Who should drink it: Another coffee that barely reads as a Colombia. Has Juan Valdez been betrayed by the Colombian government's encouragement of hybrid coffee varieties? Has he been distracted by drug wars and insurgency? Or is it simply a matter of the roaster preparing this coffee carelessly and/or the retailer selling it stale?“

http://www.coffeereview.com/review.cfm?id=47 - Cached

Juan Valdez Goes Public. (#)

„Want to cash in on the coffee craze? The fledgling Juan Valdez coffee shop chain is going public. The chain plans on offering $23.5 million in stock, with preference going to the Colombian coffee growers and their families. Full details of this IPO are still forthcoming.“

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Searching for the Perfect Cup (INeedCoffee.com) (#)

„Leave it to my favorite dealer (my father) to provide me with yet another piece of equipment to the process – a roaster. Now we can order a few kilos of our favorite beans and roast them to the level of perfection that would make Juan Valdez cry with joy and envy.“

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Fresh Cup Magazine (#)

„I strongly suggested they campaign to link the name “Chiapas” with “quality organic coffee” in the minds of consumers. They need to market their brand the way Colombia has marketed Juan Valdez and Guatemala has marketed its different producing regions.“

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It's All About Coffee (#)

„Colombia plans to open Juan Valdez coffee shops in the United States, Europe and Japan to sell its beans directly to consumers as the world's third-largest coffee producer seeks to boost sliding profits, officials said on Monday.“

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Tea & Coffee 08/02 - Mexico: Actively Promoting its Coffee (#)

„Bright colors of pink, blue and yellow mixed with colonial-style ceramics. It isn’t even remotely similar to the Colombian coffee farmer Juan Valdez and his mule, but Mexico’s new coffee logo is just as cheerful and appealing.“

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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."“

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CoffeeGeek - Regional: United States East, nyc coffee meetup jan 12, 2005 (#)

„i also want to express special appreciation to mary petitt at juan valdez (the colombian coffee federation); jim p. of 1st-line ; oren ; don s. at gillies coffee ; steve colten of atlantic ; and norman v.“

http://www.coffeegeek.com/forums/worldregional/useast/ 97702 - Cached

CoffeeGeek - It All Started with that Damned Krups! (#)

„So at that point, I'm drinking what I think is the world's best drip coffee, buying the 100% Columbian exclusively – it doesn't get any better than this, right? Juan Valdez can't be wrong.“

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A New Breed of Coffee Maker Coffee/Tea Blog Archives (#)

„Juan Valdez and his donkey have put a personal face on the Colombian coffee market for a generation. He represents hundreds of thousands of independent Read more... # “

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Global Exchange : ap072701.html (#)

„Even Juan Valdez - the fictional straw-hatted Colombian coffee farmer who has appeared with his donkey in ads touting Colombian beans for the last 40 years - is in trouble.“

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Coffee/Tea - Articles (#)