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
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„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.“
http://coffeetea.about.com/b/a/111194.htm
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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.“
http://www.coffeereview.com/reference.cfm?id=58
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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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Coffee Discussion about Espresso, Coffee Beans and Coffee Machines - Coffee Forum
„Forum and News for people in the coffee industry and looking to get into it such as coffee shop owners, coffee bean growers, sales, conventions, shops, equipment, roasters, and everything coffee industry related.“
http://www.coffeeforums.com/index.php?c=4
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