The timing was unfortunate, to say the least: two years later, the collapse of the New York Stock Exchange sent prices spiraling for worldwide commodities like coffee. In the following decades, the federation faced an uphill battle, working tenaciously to provide technical support and professional guidance to its members.
By 1957, despite years of arduous work and noteworthy progress, Colombian coffee wasn’t considered a premium product. So the federation conjured up the most potent tool to bring a product to the masses: a compelling story.
The following year, sporting sandals and a faithful donkey, Juan Valdez’s character was born. He represented the small farmers of Colombia’s mountains, ready to prove to the world that their country’s coffee was the best there was. The Juan Valdez brand is now known the world over and is a textbook example of a successful marketing campaign.
Juan Valdez Coffee Shops: From 1 to Almost 600 in 20 Years
This entry was posted on Thursday, April 25th, 2024 at 8:06 am and is filed under Colombia. You can follow any responses to this entry through the RSS 2.0 feed.
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Wildcats & Black Sheep is a personal interest blog dedicated to the identification and evaluation of maverick investment opportunities arising in frontier - and, what some may consider to be, “rogue” or “black sheep” - markets around the world.
Focusing primarily on The New Seven Sisters - the largely state owned petroleum companies from the emerging world that have become key players in the oil & gas industry as identified by Carola Hoyos, Chief Energy Correspondent for The Financial Times - but spanning other nascent opportunities around the globe that may hold potential in the years ahead, Wildcats & Black Sheep is a place for the adventurous to contemplate & evaluate the emerging markets of tomorrow.
