- Juan Valdez Cafe
Infobox_Company
company_name = Procafecol S.A
company_
company_type = Public
company_slogan =
foundation = September 2002 inBogotá, Colombia
location =Bogotá , COL
key_people =Gabriel Silva ,Chairman
num_employees = over 5,000
industry =Restaurant s
RetailCoffee &Tea
Retail BeveragesEntertainment
products = Whole Bean Coffee
Made-to-order beverages Bottled beverages
Baked GoodsMerchandise
Frappuccino beverages
subsid =
revenue =
homepage = [http://www.juanvaldezcafe.com]Juan Valdez Cafe is a multinational
coffeehouse chain based inColombia . It was created by Colombia'sFondo Nacional del Café andProcafecol S.A. , the latter a company established by the national federation of coffee producers in 2002. It was named after "Juan Valdez ", Colombia's longtime coffee icon and an American household name. Juan Valdez Cafe is currently the only coffeehouse from a coffee producing country.Juan Valdez Cafe is a multinational chain of public cofeehouses specialized in the retail of coffee. Its main mission is to participate in the worldwide coffee restaurant business, giving promotion and recognition to
Colombian coffee , which is reputed as "the richest coffee in the world".The establishment of Juan Valdez Cafe fulfilled the aspirations of Colombian coffee makers, who for decades were advocating for projection of the national brand. During the 1960s and 1970s, the Colombian Coffee Federation opened some outlets in
Argentina andSpain , but were closed before 1985.However, as early as 2000, the situation was different: market prices for green coffee beans were low, and
coffee had become popular everywhere, allowing the growth of coffeehouses. This boom was seized by Colombia'sFederación Nacional de Cafeteros in September 2002, establishing Juan Valdez Cafe as its official coffeehouse brand, and began expansion immediately. The first location was opened inBogotá , followed inMedellín andCali , and later in other cities. The first international location was opened in theUnited States , and the company is currently in expansion.The National Federation of Coffee Growers of Colombia established the Juan Valdez cafes as part of a marketing campaign to promote fair trade coffee. Consumers automatically support the farmers when they patronize the store. In
Colombia , the coffee industry accounts for over 8% of theGDP , employing directly and indirectly more than a million people and farms spanning over half the number of towns in the whole country. The federation, established in 1927, is owned and controlled by 500,000 farmers who grow their coffee on small farms, as opposed to plantations. The issue of fair prices for coffee farmers became even more important in 2000 when coffee prices steadily dropped from $1.30 a pound in January to 75 cents a pound by December because of increased production, according to theInternational Coffee Organization .Since 1960, the federation has spent $600 million building the Juan Valdez brand. But its advertising campaign went dark in 2001 as coffee prices hit all-time lows. The federation plans to spend $75 million in the next five years to reposition itself as an upscale specialty-coffee region with a diverse line of coffee.
Juan Valdez Cafe sells 100% Colombian coffee of the highest quality, from drip brewed coffee,
espresso -based hot drinks, other hot and cold drinks, snacks and items such as mugs, shirts, jackets and coffee beans of all types. Juan Valdez brand grinded coffee beans are also sold at grocery stores.Juan Valdez is the only international coffeehouse authorized to officially sell
Colombian coffee . In September 2007 it was givenprotected designation of origin granted by theEuropean Union after an international dispute won by the Colombian National Federation of Coffee Growers onintellectual property , and the lawsuit brought against a Costa Rica-based company using the Juan Valdez slogan (Juan Valdez drinks Costa Rican coffee ).In 2005, during the U.S. [http://www.advertisingweek.com/ Advertising Week]
Juan Valdez was voted as the most important advertising icon in theUnited States , beating popular ones likeRonald McDonald , theEnergizer bunnies,Charlie the Tuna and Nike. In 2004,M&M's was the first winning brand logo in the competition. TheJuan Valdez icon won with more than 200,000 votes from advertisers. The other short-listed icons were Geico the Geko, Budweiser Clysdales and Double Mint Twins.As of 2007, Juan Valdez had over 80 company-owned and joint-venture and licensed outlets in Colombia. International expansion, which began in 2005, brought new locations to
New York City ,Philadelphia ,Seattle ,Washington D.C. andMadrid ,Spain .Juan Valdez Cafe coffeehouses can be found in many popular grocery chains, shopping centers as well as in many airports.
The company will continue its expansion by opening locations in
Miami ,Chicago ,Los Angeles ,San Francisco ,Toronto ,Boston ,Barcelona , Valencia,London ,Paris ,Frankfurt ,Amsterdam in Europe, and inLatin America .Cafés
Colombia
* Armenia: 2 stores (one near Montenegro town)
* Barranquilla: 4 stores
* Bogotá (58 stores)
- North: 27 stores
- Northwest: 9 stores
- West: 11 stores
- Chapinero: 5 stores
- Downtown: 3 stores
- South: 3 stores
* Bucaramanga: 2 stores
* Cali: 8 stores
* Cartagena: 5 stores
* Chía: 2 stores
* Cúcuta: 1 store
* Ibagué: 1 store
* Manizales: 2 stores
* Medellín: 10 stores
* Neiva: 1 store
* Pasto: 1 store
* Pereira: 3 stores
* Popayán: 1 store
* Santa Marta: 3 stores
Chile
* Santiago: 2 stores
Spain
* Madrid: 7 stores
United States
* New York: 4 stores
* Philadelphia: 4 stores
* Seattle: 1 store
* Washington, D.C.: 2 stores
ee also
*
Coffeehouse
*List of coffeehouse chains External links
* [http://www.juanvaldezcafe.com/ Juan Valdez official site]
* [http://www.juanvaldez.com/ National Federation of Coffee Growers of Colombia]
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