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Colombian Coffee Case Study Colombian coffee

Coffee produced in Colombia

Rich taste and aroma

Handpicked berries

Soaked in cold mountain water for 24 hours

Carefully washed in long concrete troughs

Dried on great open terraces

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Colombian Coffee Case Study Colombian Coffee Federation (CCF)

Owned & controlled by over 50,000 Columbias

coffee farmers

Markets & advertises to promote ColombianCoffee around the world by way of the Juan

Valdez logo

Lays down rigorous quality control standards

Certifies 100% Colombian Coffee with no otherorigins blended in

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Colombian Coffee Case Study

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Colombian Coffee Case Study Advertising history

Early 60s -to 80s Initial Educational Campaignto create awareness of Colombian Coffeessuperiority

Early 80s - Image Campaign - to create apositive image of Colombian Coffee

The 100% Colombian Coffee Campaign- TheJuan Valdez logo developed in March 1981

The right to use the logo is strictly enforced as tothe manner and form of use

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Colombian Coffee Case StudyJuan Valdez (the quintessential cafetero/

coffee farmer), his mule and theColombian mountains in the background

Serves as a seal of 100% guaranteedColombian Coffee as approved by NFC

Logo was introduced to print & consumerspot television advertising

1983 - the logo was included in all creativematerial on a national basis

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Colombian Coffee Case Study 1990s - The Grab Life by the Beans

Campaign to reflect the Espresso Bar

culture of young coffee drinkers

Currently all three campaigns runsimultaneously to compliment and

enhance the brand equity of Colombian

Coffee

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Colombian Coffee Case Study How has the protection benefited

the poor cafetero?

Standard of living of more than 4 million(around 15% of the total population)

Colombians improved

Thousands of miles of access roads built

to the production area

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Colombian Coffee Case Study Safe and adequate water supply and

electricity

Schools for the cafeteros children

Health centers

Overall improved living conditions

Today, Colombias 300,000 small

independent coffee growers are no longeralone in the vast world of international

trade

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Colombian Coffee Case StudyAnd Colombia is now getting known for

its coffee tourism!

Since the early 1990s, coffee farms are

being opened to visitors for a fee. Guided tours laced with activities such as

coffee roasting, coffee cupping etc.