FNC’s 100/100 Initiative for Colombian Coffee

By Roberto Vélez, Chief Executive Officer, Colombian Coffee Growers Federation

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A cup of Colombian coffee is served at a coffee farm in Cauca, southwest Colombia. Photo: Neil Palmer (CIAT)

“A cup of coffee is not just a commodity, it is a life.”

Colombian coffee has always pushed the boundaries of what is accepted as the status quo.

The Colombian Coffee Growers Federation (FNC) was created in 1927. Eleven years later, Cenicafé, Colombia’s Coffee Research Center was founded. Juan Valdez, the character and most important coffee icon in history was in advertisings all over the United States and many countries around the world since 1961. In 1981, the 100% Colombian Coffee program was launched.

What has been coffee’s most successful advertising campaign? Juan Valdez. It was about the character. His integrity, hard work and good practices produced high quality coffee.

First there was the coffee grower, and then there was a great cup of coffee.

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