Columbia is very clear about the value of marketing, and it has also begun to build a brand image. The person who created the Columbia coffee spokesperson, Juan Valdez (Juan Valdez) in 1958, could be said to be their greatest success.
Juan Valdez and his mule to become the representative of Colombian Coffee, their image in the coffee packaging everywhere, but also in different advertising campaigns, the past few years by three different actors. Juan Valdez became a recognizable brand (especially in the United States), and also increased the value of the Colombian Coffee. Because of the early marketing slogans such as "Mountain Grown Coffee" and the continuous promotion of "100% Columbia coffee", Columbia coffee has a unique position in the global consumer's mind.
The marketing plan for all this is carried out by the Columbia coffee producer association (FNC). The association was founded in 1927 and is quite unusual for the coffee industry. Although many countries have a variety of organizations specializing in export and promotion matters, few have such a large and complex organization.
In order to popularize Columbia coffee, FNC created two terms "Supremo" and "Excelso". It is worth noting that they are related to the size of coffee beans, but not related to quality. The mixed coffee beans are screened by machine and then classified according to size.
