Cartagena, Colombia
Growing up, I remember the Juan Valdez coffee commercials. These commercials featured Juan Valdez and his mule, who appeared in places worldwide, offering various people 100% Colombian Coffee, “The Richest Coffee on Earth.”
Coffee is a massive business in Colombia, as it is the nation’s largest export, grown in the mountainous regions in the center of the country. Cartagena is far from the coffee-growing regions of Colombia, but I was excited to go to a Juan Valdez coffee shop in Cartagena.
The iced coffee I ordered was excellent, inspiring me to look in depth at the company. I learned that Federación Nacional de Cafeteros de Colombia manages the Juan Valdez brand. This organization represents over 500,000 Colombian coffee growers who work together to provide coffee under one major worldwide brand. The advertising campaign’s lasting legacy helped Colombian farmers to market a premier product in a crowded market. The campaign has not been without controversy, but Luz Media authored a fair piece about the lasting impact of the advertising campaign that first began in 1959.
Juan Valdez is an excellent coffee brand that markets a superior bean with a wonderful taste. The emphasis on authenticity and quality extends to their coffee shop, which is a fantastic stop on a visit to Colombia.
