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The National Federation of Coffee Growers of Colombia, (Spanish: Federación Nacional de Cafeteros de Colombia) often abbreviated Fedecafé, is a non-profit business association, popularly known for its "Juan Valdez" marketing campaign. The federation was founded in 1927 as a business cooperative that promotes the production and exportation of Colombian coffee. It currently represents more than 500,000 producers, most of whom are small family owned farms.

While many factors contributed to the impressive increase in production and revenue, the rise and success of the Colombian coffee industry reflects the Federation's rigid adherence to the three objectives which were originally offered to justify its creation: 1) to protect the industry, 2) to study its problems, and 3) to further its interests.[1]

The federation supports research and development in the production of coffee through grants to local universities and through federation sponsored research institutes. The federation also monitors production to ensure export quality standards are met.

The highly successful Juan Valdez branding concept was developed in 1981 to distinguish 100% Colombian coffee from coffee blended with beans from other countries. The trademark made its first TV appearance in 1983 featuring a country farmer (campesino) carrying coffee on his mule Conchita.


Source

Juan Gonzalo Angel
www.tvagro.tv

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