Preview

Juan Valdez

Good Essays
Open Document
Open Document
547 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Juan Valdez
History of Juan Valdez
In this section we will introduce the history of the brand Juan Valdez and the corporation as a whole. This background information is necessary for the reader in order to understand the purposes of the analyses that follow throughout our project. Using the brand’s history as our point of departure, will lead us to better understand the brand’s current position and contemporary challenges.
Ever since 1959, the fictional Juan Valdez has been the brand symbol of the National Federation of Coffee Growers of Colombia (FNC) representing the coffee beans of Colombian coffee farmers, who grow and harvest their beans entirely within the country. Ever since its foundation, coffee producers from all regions in Colombia have benefited from NFC’s activities. Later on, the Juan Valdez icon was re-launched in 2002 as a brand name for the Juan Valdez Coffee Shops. The FNC established their first own Juan Valdez coffee house in Bogotá, and the brand has expanded ever since.

The Juan Valdez coffee shops sell 100% Colombian coffee in all sorts of varieties, a rather similar concept to the Starbucks chain. The Juan Valdez brand coffee beans are also being sold at grocery stores. Moreover, Juan Valdez is the only international coffeehouse authorized to officially sell Colombian coffee, which is a clear competitive advantage due to the good reputation worldwide of Colombian coffee.

One of the main purposes of establishing the Juan Valdez cafes was for the FNC to promote fair trade coffee. The customers automatically support the Colombian coffee farmers which is part of their marketing strategy. In Colombia the coffee sector is essential for the national economic health and accounts for over 8% of the total GDP. For decades, the coffee market has experienced an international crisis of price instability with significant negative consequences for the quality of life of coffee producers and their families. Colombian producers have received multiple benefits

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Tim's Coffee Shoppe

    • 477 Words
    • 2 Pages

    Tim’s Coffee Shoppe should look into Honduras for future procurement of coffee beans. Not only are the coffee beans grown there are great tasting, but Honduras as a whole has been making strides to being a major player in the coffee industry. For years Honduras has been selling its coffee beans by smuggling it to Guatemala, where it is sold to huge companies such as Starbucks. (Guerrero, J. 2011). By directly dealing with a grower in Honduras, Tim could possibly attract Starbucks customers by having a similar taste.…

    • 477 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Term Assignment GEOG 2200

    • 2237 Words
    • 6 Pages

    Coffee has played a major role in the lives of many people around the world, especially myself, as I am an extreme advocate for coffee consumption. It is an essential part of my day. Coffee has many wonderful components; its communicative, a family tradition, very relaxing, and it brings people together. However, before completing this report, I had not truly understood the hard work of coffee farmers, as well as the global connections around the world which coffee is produced.…

    • 2237 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Coffee has an unfailing and growing economic utility. In other words, the level of pleasure received when people drink coffee has remained high over the years. Additionally, there are more buyers in our economy that are extending the types of beverages they drink with coffee, and the extensive assortment of coffee drinks that are offered. This has supported the increase of coffee’s utility in the marketplace.…

    • 942 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Established in 2008, Tierra Mia has quickly spread in Southern California and we are now making our way to Northern California. We first opened our doors in a small building location located in South Gate, Ca. From the very start, people loved the Latin taste in their coffee and it was the new hang out spot. Our mission, “To provide the freshest and best coffee, beverages, and pastries in a setting that is comfortable, contemporary, and highly reflective of Latin American culture.”. And from the looks of it, we have achieved our mission. Not only does Tierra Mia provide…

    • 1700 Words
    • 7 Pages
    Better Essays
  • Good Essays

    Eco 365

    • 792 Words
    • 4 Pages

    In review of recent consumption patterns, the coffee market has experienced many changes according to an article written by Daniel Harrington. The article was titled “Coffee Prices 2011-2012 – Coffee Price Increase – Coffee Shortage”, which detailed the various aspects that are altering the standard consumption patterns in the economy for coffee.…

    • 792 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Ruzich begins her article by giving the readers a brief background on coffee. She is informing us, the readers, on how coffee came about and touches on the “The history of coffee production, consumption and advertising...” (428). Through this, those who are unfamiliar with the origins of coffee will also be captured, as they will get a sense of understanding about where her arguments will lead to later on in the article. It also gives the readers a chance to compare on how coffee was perceived by global consumers, before and after Starbucks was established. She explains, “The nineteenth century saw the rise of coffee as an international commodity and the accompanying development of coffee-based economies in South America and other developing nations...” (430).…

    • 934 Words
    • 4 Pages
    Good Essays
  • Better Essays

    ECON 101 - Essay 1

    • 881 Words
    • 3 Pages

    Coffee has historically been one of the most favorite beverages available. Almost every country in the world consumes coffee in some shape, way or form. Interest in this drink has increased even more over the last century. According to Talbot (2004), from 1970 to 2000 coffee was “the second most valuable commodity exported by developing countries" (p. 50). Since then, there have been some changes in the supply and demand of this product. This essay will analyze the steady growth in demand for specialty coffee, the change in supply available, and present a case as to why the Starbucks Corporation is successful.…

    • 881 Words
    • 3 Pages
    Better Essays
  • Good Essays

    Colombia Research Paper

    • 794 Words
    • 4 Pages

    Did you know that colombia is the third largest producer of coffee. With that being said farming coffee also produces a large number of jobs for Colombians.…

    • 794 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Coffee growers

    • 922 Words
    • 4 Pages

    The strategies that are proposed in this clip for changing this situation are for coffee growers to adapt to the fair-trade market. Under the fair-trade market coffee growers will have the chance to a decent market price that will help increase their production.…

    • 922 Words
    • 4 Pages
    Good Essays
  • Best Essays

    the history of the coffee industry in Latin America and how it contributed to the development…

    • 3620 Words
    • 21 Pages
    Best Essays
  • Good Essays

    Mgt/230 Week 3

    • 867 Words
    • 4 Pages

    Billions of people across the globe choose to have a cup of coffee each morning to start the day or as a morning work break but coffee has become more than just a drink. Coffee has become an ingrained part of various cultures and coffee shops can be found in most every city around the world. It is little wonder that coffee ranks among the world’s largest commodity markets second only to oil ("Dangerous Grounds: About the Show", 2013). Given diversity and competition in the market, the small startup company of Custom Coffee & Chocolate will require a clear mission statement, detailed business analysis, and tactical plans that will help it to increase market share within the Seattle community.…

    • 867 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    The Coffee Crisis

    • 1618 Words
    • 7 Pages

    Osorio, N. (2002). ICO.org Documents/Global Crisis. International Coffee Organization. Retrieved May 4, 2012, from dev.ico.org/documents/globalcrisise.pdf…

    • 1618 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Colombian coffee is considered as some of the highest quality coffee in the world. Colombia has grown arabica beans and it's cool geography makes it great for producing a delicious, high quality brew for a nice cup of coffee in the morning. Colombia’s excellent growing conditions has boomed the marketing industry by the National Federation of Coffee Growers , which has worked since the late 1950’s to bring Colombia’s coffee to bring in national attention to boom the marketing. Colombia has usually been second in global coffee production only to Brazil. Over 500,000 farms, most of them small landholdings of 5 hectares are along zonas cafeteras, some of the most biologically different landscapes in the…

    • 368 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Where Am I Eating

    • 2251 Words
    • 10 Pages

    The author indicates a routine to begin their day: “On most mornings, I drink Starbucks Colombian roast.” (20)…

    • 2251 Words
    • 10 Pages
    Good Essays
  • Good Essays

    Rags to Riches

    • 1429 Words
    • 6 Pages

    Jonina Sy36Hs3-EPacita Juan Nowadays, coffee shops are one of the hottest places to hang out, but even before thecoffee house lifestyle hit the Philippines, one café has already established a name for itself. In the timethat serious coffee lovers had to get their fix at sky-high prices in hotels, Pacita “Chit” Juan, together withher friends, started the first local coffee chain that served good coffee at affordable prices. Their specialtyshop became known as Figaro.Even as a child, the youngest of eight, Juan and her siblings were taught by their father skills and values essential in becoming an entrepreneur. Even in grade school, her business inclinationwas evident as she sold chocolates to her classmates. She also got more experience working at her father'sused car business during summer break.True her upbringing, she later graduated from the University of the Philippines inDiliman with a degree in Hotel and Restaurant Management. She also joined and organized bazaarswhere she sold bags that she made, and was willing to take risks to pursue her passion.It was in 1993 that her coffee venture began when she and seven brew-loving friendsdecided to open a shop where people can enjoy good coffee in a European café ambiance. Thus Figarowas born in the form of a kiosk in Glorietta, though it was initially called The F Store. They invested inhigh-quality equipment and though they originally offered imported blends, they decided to showcase andstick to Filipino coffee.In 1994, the partners opened their first real store in Glorietta and six months later movedto a different area in the mall. Soon, they were approached by other malls and by 1996, they started joining local franchise shows. Within two years, the first Figaro franchise was opened by Fernando Go inSM Megamall.Juan's passion for coffee didn't stop there. In 1999, she established the Figaro FoundationCorporation, the company's social responsibility arm, of which she is Executive Director. The foundationaims…

    • 1429 Words
    • 6 Pages
    Good Essays

Related Topics