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„Dr. Pedro Valencia, director of public relations for the federation, acknowledges the problem: “About 400,000 bags of contraband Colombian coffee reach the States every year; Miami warehouses are full of it. It’s a free-access commodity to your country, so no one cares how it gets there. Returning ships bring back contraband cigarettes, which clear your country legally and enter mine illegally.“
http://www.nationalgeographic.com/coffee/ print.html - Cached
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„These labels are commonly used in coffee exchange markets in order to identify the type of bean, its quality, and its price. Colombian Milds are typically the highest quality and the most expensive beans, followed by Other Milds, Brazil, and Robustas. back to coffee types“
http://www.juanvaldez.com/menu/history/ origins.html
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Café de Colombia - 70 Years of Fair and Ethical Trading
„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. Extra revenue generated when international prices are higher is held in reserve in order to maintain a minimum price when the international price drops.“
http://www.juanvaldez.com/menu/history/ ethics.html
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Café de Colombia - OUR CAMPAIGN
„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. The agency later merged with the Chicago based agency Needham Harper Steers to become DDB Needham Worldwide Advertising and with BBDO Worldwide, all three under the ownership of Omnicom, today the second largest advertising group in the world.“
http://www.juanvaldez.com/menu/advertising/
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Café de Colombia - QUALITY OF LIFE
„It conducts ongoing comprehensive quality reviews in 25 laboratory locations throughout the coffee-growing regions and at each of the three main ports. In order to receive approval for export, Colombian Coffee must meet minimum quality standards in seven categories:“
http://www.juanvaldez.com/menu/advertising/ more_quality.html
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„But while we are paying as much as $12 or more for a bag of conventionally traded Colombian coffee in gourmet coffee shops here in the United States, coffee exporters in Colombia are getting as little as 49 cents per pound—and the farmers who grew the coffee are only getting a fraction of that amount. That means that when we pay $1.50 for a cup of conventionally traded Colombian coffee the farmer who grew it gets less than 1˘!“
http://www.crsfairtrade.org/what_is/ columbia.htm
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