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.“
http://www.coffeeforums.com/ viewtopic.php?p=1314 - 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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Global Exchange : P&G to give boost to small coffee growers
„P&G expects to displace Starbucks to become the world's largest seller of fair trade coffee within three years. "We'll support anything that helps the plight of the coffee grower," says Dub Hay, senior vice president of coffee at Starbucks.“
http://www.globalexchange.org/campaigns/fairtrade/coffee/ 1054.html
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Café de Colombia - OUR CAMPAIGN
„In these very same commercials consumers were told that finding a 100% Colombian Coffee brand is as simple as looking for Juan Valdez i.e. the Juan Valdez logo on a coffee can or package. This campaign started shortly after the logo was created in 1981 and continues to run today to remind consumers how to buy the product. The 1990's: The "Grab Life by the Beans" Campaign The 1990's signaled the introduction and surge of the espresso bars which brought with them a new generation of younger coffee drinkers.“
http://www.juanvaldez.com/menu/advertising/
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Café de Colombia - QUALITY OF LIFE
„The Federation is committed to pursuing a total quality program in which the responsibility to protect and promote coffee quality is shared by both Colombian Coffee growers and Colombian Coffee institutions. To promote a quality distinction from other origins, the Federation has developed comprehensive programs to set, maintain, and monitor minimum quality standards for coffee exported both by the Federation and by independent exporters, as well as to promote excellence at every stage of the production and processing of Colombian Coffee.“
http://www.juanvaldez.com/menu/advertising/ more_quality.html
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