History of Juan Valdez
In this section we will introduce the history of the brand Juan Valdez and the corporation as a whole. This background information is necessary for the reader in order to understand the purposes of the analyses that follow throughout our project. Using the brand’s history as our point of departure, will lead us to better understand the brand’s current position and contemporary challenges. Ever since 1959, the fictional Juan Valdez has been the brand symbol of the National Federation of Coffee Growers of Colombia (FNC) representing the coffee beans of Colombian coffee farmers, who grow and harvest their beans entirely within the country. Ever since its foundation, coffee producers from all regions in Colombia have benefited from NFC’s activities. Later on, the Juan Valdez icon was re-launched in 2002 as a brand name for the Juan Valdez Coffee Shops. The FNC established their first own Juan Valdez coffee house in Bogotá, and the brand has expanded ever since.
The Juan Valdez coffee shops sell 100% Colombian coffee in all sorts of varieties, a rather similar concept to the Starbucks chain. The Juan Valdez brand coffee beans are also being sold at grocery stores. Moreover, Juan Valdez is the only international coffeehouse authorized to officially sell Colombian coffee, which is a clear competitive advantage due to the good reputation worldwide of Colombian coffee.
One of the main purposes of establishing the Juan Valdez cafes was for the FNC to promote fair trade coffee. The customers automatically support the Colombian coffee farmers which is part of their marketing strategy. In Colombia the coffee sector is essential for the national economic health and accounts for over 8% of the total GDP. For decades, the coffee market has experienced an international crisis of price instability with significant negative consequences for the quality of life of coffee producers and their families. Colombian producers have received multiple...
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