The Story of Juan Valdez

Coffee was introduced to Colombia in the early 1800s.  It is grown today all along the Andes Mountains that cross Colombia from north to south.  There is a misconception that Colombia is the world's largest producer of coffee, which is to be expected given the success of their marketing that dates back to 1959.  That was the year that Colombia introduced the world to the fictitious character known as Juan Valdez.Go back 32 years further still to 1927 when Colombian coffee growers founded the FNC, or the National Federation of Coffee Growers of Colombia.  The group was formed for common purpose, including the maintenance of quality from that region, which benefits all of its growers.  Also, an opportunity for growers to collaborate in improving the quality of life and development of coffee growing areas, and ensure an organized economy for exporting it worldwide.  Today, the FNC represents something in the order of half a million Colombian coffee farmers.It was in 1959 that the FNC partnered with DDB Worldwide, one of the world's largest advertising agencies, in order to launch a North American ad campaign that first featured iconic Juan Valdez.  The intent was to give a face to the Colombian coffee grower for consumers.  While Brazil produces more coffee, this campaign made Colombian coffee perhaps the most famous coffee among North American consumers.  The campaign lives to this day and Juan Valdez remains the familiar face of Colombia coffee.Since launching the icon, FNC has taken protection of its brand very seriously.  There have been two recent and well known instances of lawsuits by the FNC.  One of the most well known was its action in 2006 against the "Juan Valdez drinks Costa Rican coffee" slogan.  Cafe Britt in Costa Rica was to launch a t-shirt displaying the slogan.  The original meaning of the slogan that also appears on bumper stickers in Costa Rica, is in reference to the original actor that played Juan Valdez in the commercials, Jose Duval, and his love of Costa Rican coffee.  Given the popularity of the name "Juan Valdez", Cafe Britt was able to produce a Costa Rican by the same name to justify the campaign.More recently in January 2009, the FNC brought action against cartoonist Mike Peters, creator of the Mother Goose and Grim comic strip.  The lawsuit contends that Peters made unauthorized reference to Juan Valdez and Colombian coffee.  The suit was filed for $20 million in damages.Hand it to the FNC, they have surpassed the world's largest coffee producer in recognition on the strength of a marketing campaign.  This has meant an increase in quality of life for this coffee producing country.  They have created an instantly recognizable icon that many people attach to coffee in general, much less that specifically from Colombia.  And like any good marketer, they keep a tight grip on the brand's integrity which is now over 50 years strong.