Paying tribute tocolombian coffee growers, Juan Valdez®

- Juan Valdez® celebrates the evolution of the Premium coffee category in Colombia through the last year.

- Premium Colombian coffee trademark will get together this year to celebrate this special date with a 2X1 cappuccino promotion.

Bogotá, June 26, 2015 This year, as previous years, Colombian coffee growers shop, Juan Valdez®, celebrates National Coffee Day around the country to pays tribute to all coffee growers in Colombia.

Juan Valdez® trademark, known for creating the Premium coffee category in Colombia, honors coffee growers who day after day work carefully in their plantations to make it possible for the world to delight the Colombian coffee.

The perfect cup of coffee depends on the origin

Having a good cup of coffee depends on many factors, and perhaps the most important one is the appropriate techniques used by coffee growers in their plantations, from the selection of top class seeds to their sun drying stage. For that reason, not only on coffee day but every time we enjoy a good cup of coffee, we pay tribute to the impeccable work and the effort made every day by coffee growers as they care for their plantations in order to offer us excellent quality coffee.

Cada grano de café Juan Valdez® tiene un firme propósito: contribuir al bienestar de más de 500.000 familias caficultoras. Nuestros productos son el resultado de la dedicación y pasión que estas familias tienen por sus cultivos. Al disfrutarlo, los colombianos y los consumidores en el mundo, apoyamos esta invaluable labor, ya que por cada taza o producto Juan Valdez® se invierte un porcentaje en proyectos de desarrollo en las comunidades y los ecosistemas de las zonas cafeteras.

Each grain of Juan Valdez® coffee has a strong purpose: to contribute to the wellbeing of more than 500,000 coffee growing families. Our products are the result of the dedication and passion that these families have for their plantations. As Colombians and consumers all over the world enjoy our products, they support that priceless work since, for every cup of coffee or Juan Valdez® product sold, we invest a percentage in development projects for the communities and ecosystems of the coffee growing areas

“Our mission is to captivate the world with our Colombian Premium coffees, thus generating value for Colombian coffee growers; for that reason, we would like every Colombian and consumer abroad to find out and be aware that, behind every perfect cup of coffee, there is a story that starts with the dedication and effort of a coffee grower’s work in his or her plantation”, commented Hernán Méndez, Procafecol S.A. president.

Los consumidores hoy pueden disfrutar de un café 100% premium colombiano y sus variedades de sabor con los cafés de origen, como un suave café de la región de Nariño o uno fuerte de Sierra Nevada. En las tiendas Juan Valdez® ahora se cuentan historias a través de cafés de microlote, que dejan a los consumidores descubrir el origen de un café, a través de las historias de sus cafeteros y sus fincas.

“Our mission is to captivate the world with our Colombian Premium coffees, thus generating value for Colombian coffee growers; for that reason, we would like every Colombian and consumer abroad to find out and be aware that, behind every perfect cup of coffee, there is a story that starts with the dedication and effort of a coffee grower’s work in his or her plantation”, commented Hernán Méndez, Procafecol S.A. president.

Premium Coffee, an evolving category

Juan Valdez® trademark proudly promotes and helps increase Premium coffee consumption in our country. According to the last Nielsen study, the category increases in value year after year in supermarket chains, recording a growth of 25,3%, which represents 18% of the value of the total amount of ground coffee purchased in Colombian retail chains. These figures reiterate the importance of our work as we support marketing of the product that our coffee growers cultivate so carefully.

Nowadays consumers are able to enjoy 100% Colombian premium coffee and its flavor varieties according to the origin of the coffee, such as mild coffee from the Nariño region or strong coffee from Sierra Nevada. In Juan Valdez® shops, stories are told now through microlote (micro-lot) coffee which allows consumers to learn about the origin of that particular coffee through the stories of coffee growers and their farms.

Coffee National Day

Juan Valdez® invites all Colombians to participate in this great occasion, and all of us together thank coffee growers as we enjoy a good cup of coffee. For this reason, this June 27, the second cappuccino is on us in Juan Valdez®. (From 6:00am to 12pm., we will offer 4,500 medium size units in our shops; it does not include franchises.)

Juan Valdez® has 235 shops all over the country, and 117 shops abroad located in 15 countries: Ecuador, Chile, Peru, Bolivia, Paraguay, Panama, El Salvador, Costa Rica, Mexico, Aruba, United States, Spain, Kuwait, Malaysia, and, now, Curacao.

Regarding Juan Valdez^®

Juan Valdez® trademark is the only coffee trademark of international relevance belonging to coffee producers. In 2002, Federación Nacional de Cafeteros de Colombia, a non-profit organization representing more than 500,000 coffee growing families, created Juan Valdez® trademark for coffee shops and added value businesses, called by such a name due to the icon that has represented Colombian coffee in the world for more than 50 years. After the popularity and acceptance of the trademark in shops, we initiated the distribution of Juan Valdez® products through other channels of the Colombian and international markets. Juan Valdez® coffees are synonyms of high quality for premium coffee consumers, their quality represents greater value for coffee growers, and they generates important resources from royalties from the sale of every cup of coffee or product bearing the signature in the world.

Más información en www.juanvaldezcafe.com y www.cafedecolombia.com