What does Juan Valdez coffee mean?

The national Federation of Coffee Growers of Colombia is an umbrella organization which represents the interests of thousands of coffee growers in Colombia.

The Federation gives the individual coffee farmers clout in the market place by bundling the interests of so many individuals under one banner.

The next time you put Juan Valdez coffee into your coffee machine you know that you are supporting an organisation which, together with its iconic figure head Juan Valdez that represents the interests of thousands of Colombian coffee farmers.

Love coffee? Here is some more "free stuff"! Learn more with this ebook (is free!)

Questions about Coffee

Questions about coffee? Have it answered by the professionals. Examples of some questions: 

What are the considerations for an office coffee station? 

What are the essential V60 Coffee Brewing tools? 

Non coffee (but important to coffee) question: What is whole milk? 

The consumption of coffee from Colombia has risen since the inception of the Juan Valdez campaign. The focus of the Juan Valdez campaign has always been to convey the production of he finest coffee through the use of all the coffee beans produced by thousands of small scale farmers.

The size of the individual farming operation ensures far greater personal care for the quality of the end product. The fact that the coffee beans are hand picked is indicative of the care taken in growing these beans.

It has been the success to the iconic image of Juan Valdez that has done great things for Colombian coffee. Just like the iconic slogan of Maxwell House Coffee, “Good to the last drop” or even their newer slogan “Good Just Got Great” the iconic nature of the Juan Valdez coffee slogan has brought immense brand recognition to Colombian coffee.

It really does not matter where in the world Juan Valdez drinks coffee, the message is clear that good quality Colombian coffee can be enjoyed everywhere.

This is what Juan Valdez coffee ultimately means. The coffee is good in quality, the coffee growers are represented in a fair and equitable manner by the National Federation of Coffee Growers of Colombia, and the taste and enjoyment are virtually guaranteed because of it.

One does not have to be uncertain that one might be drinking coffee made from beans whose appropriate market value has not been fed back to the small coffee bean farmer. The Juan Valdez logo and the work of the Federation ensure that no exploitation of coffee farmers takes place.

About US | OCM Profile

OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link). 

In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years: 

OCM's campaigns: F&B Marketing Ideas by OCM 

OCM's Events: F&B Industry events by or with OCM

Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with. 

Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops: 

OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more. 

So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates: 

For regular coffee (F&B) related videos: OCM Youtube

For Daily Coffee Inspiration (fun coffee content): OCM IG

For insights into the coffee (F&B) industry: OCM LinkedIN 

PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).

OCM Recommends

Latest event/Webinar

Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University. 

**Gain insights into Singapore Industry with a free F&B industry report valued at $495. 

See you on 24 August 1630 hr. (Sign up below)

Free tickets code: adelaide0823

Starting a coffee shop?: Free Cafe Setup cost Calculator

F&B Video Lectures

Free F&B Marketing

Featured coffee brewing method: How to prepare V60 Coffee? 

Previously: Making Coffee with a Coffee Sock. 

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