Cafe colombiano

1. What have been FNC/Procafecol promotional campaigns to position Colombian coffee as a superior product?

The Colombian coffee growers federation (FNC), it’s the largest rural NGO in the world. It isa non-profit organization and is not affiliated with any political party. It is the result of the Colombian growers to integrate themselves in order to create an institution that can give to the farmers an identity which gives added value to the coffee that they produce, and this federation its mechanism to concentrate all their effort and be more  efficient.

This NGO haves a huge importance into the Colombian context because of the big influence and paper that takes in the coffee market.

“The FNC exports approximately 30% of Colombian coffee, making it the largest exporter of coffee in the nation.”

(Rafaela Andrade, 2013)

In the other hand, the FNC also help the farmers in technical assistance, scientific research, living conditions of the growers and international advertising for the Colombian coffee.  

This NGO took the time to create internationally an image for Colombia as a coffee producer and the best option in the market in terms of quality.

But this privilege status can only be possible with so much effort that this association put in their coffee and in their growers .

“This system of product support has been maintained thanks to consistent efforts that undoubtedly start with the Colombian coffee growers’ hard work (standardized harvesting practices, manual picking, and washing and drying, also known as post harvesting practices or wet milling).”

(cafeteros)

This can be the key component of the Colombian coffee and the reason that makes this commodity in terms of quality one of the best options in the market. Now it is important to take in count that there are in the market some other important competitors that can produce in larger scale and with more technologies but at the same time because of the larger levels of production they have the quality of their coffee beans decrease.

“The FNC began an international marketing campaign in 1959, creating the legendary Juan Valdez character. In addition, the familiar triangular logo representing Colombian coffee was introduced in 1982 and used in marketing efforts to signify coffee of 100% Colombian origin. As a result of both endeavors, consumers began to select coffee based on its geographic origin rather than simply by brand.”

(Rafaela Andrade, 2013)

1. How did Juan Valdez become one of the most recognized brands in the world, receiving a citation in 2005 from Brandweek as the top US advertising icon?

“Juan Valdez® Café is the #1 brand of premium Colombian coffee. Since 2002 it has represented the heart and soul of the Colombian coffee growers in the world and has grown by generating experiences around its specialized coffee shops, which over time have become a benchmark for the well being and satisfaction associated with the best Colombian coffee.”

(Juan Valdez Café)

What Juan Valdez® Café did, it was that they first define their goal in the market and define what type of market they expected to achieved, the way that they will convince that target market and the image that they expect to have and create in the coffee market in order to be differentiated from their competitors, in other words they put all their effort in emphasize that the Colombian coffee was a top quality product because of the traditional way of production, they give the incentives to the growers to trust in Juan Valdez® Café brand, in order to work all together and be more efficient, then they start building the brand into Colombia and finally they expand it internationally.

1. What is Juan Valdez and Starbuck´s media mix? (traditional advertisement and new technologies)

“Juan valdez colombia’s system of coffee production and sales is oriented not only toward profit generation, but also toward the creation of a positive social impact. Through research and training, community and personal development, and environmental protection, the FNC creates a healthy, continuous cycle of sustainability among all involved. The strategy for improving the quality of Colombian coffee is driven by the idea that if families are able to obtain higher prices for their coffee, they will also improve their quality of life.”

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