National Federation of Coffee Growers of Colombia

National Federation of Coffee Growers of Colombia (Spanish: Federación Nacional de Cafeteros de Colombia) is a non-profit business association, popularly known for its marketing and advertising work with the fictional character Juan Valdez. It was founded in 1927 with the aim of representing coffee production within Colombia, promoting Colombian coffee globally, and improving the living standards of Colombian coffee growers.

History

The National Federation of Coffee Growers of Colombia was established on June 27, 1927, as a response to the need for a unified body that could advocate for the interests of Colombian coffee producers on both a national and international level. Since its inception, the Federation has played a crucial role in the development and promotion of the Colombian coffee industry, implementing various programs aimed at improving the quality of Colombian coffee, as well as the welfare of the coffee growers.

Objectives and Activities

The main objectives of the Federation include the promotion of Colombian coffee worldwide, the improvement of the economic conditions of coffee growers, and the support of research and development initiatives to enhance the sustainability and quality of coffee production. The Federation undertakes a wide range of activities to achieve these objectives, including:

• Marketing and advertising campaigns to promote Colombian coffee, notably through the iconic Juan Valdez character.
• Research and development in coffee cultivation and processing techniques through its research arm, Cenicafé.
• Providing technical assistance and support to coffee growers.
• Advocating for policies that benefit the coffee sector.

Juan Valdez

Juan Valdez is a fictional character created in 1959 by the Federation as part of its marketing strategy to brand Colombian coffee. Depicted as a humble coffee farmer with his mule, Conchita, Juan Valdez has become an emblematic figure representing the hardworking Colombian coffee growers and the high quality of Colombian coffee.

Cenicafé

Cenicafé, the research center of the Federation, was established in 1938. It is dedicated to scientific research on coffee cultivation and processing, aiming to improve coffee quality and sustainability. The center conducts studies on various aspects of coffee production, including pest and disease management, soil health, and climate change adaptation strategies.

Impact

The Federation has had a significant impact on the Colombian coffee industry and the global perception of Colombian coffee. Its efforts in marketing, research, and grower support have contributed to Colombia being recognized as a producer of high-quality coffee. Additionally, the Federation's work has helped improve the livelihoods of coffee growers through better prices, technical assistance, and sustainability practices.

Challenges

Despite its successes, the Federation faces ongoing challenges, such as fluctuating global coffee prices, climate change, and the need to adapt to changing market demands. It continues to work towards finding innovative solutions to these challenges to ensure the sustainability of the Colombian coffee industry.

See Also

• Coffee production in Colombia
• Economy of Colombia
• Agriculture in Colombia