| |
| |
|
Coffee Information |
|
|
|
Who is Juan Valdez?
Juan Valdez is a fictitious character who was created in 1959 to represent the National Federation of Coffee Growers of Columbia, founded in 1926. He is one of the most familiar faces in the advertising world, with his moustache, sombrero, poncho and his faithful mule, Lana. In the first commercials, Juan Valdez used to wander around in the coffee fields, picking the ripe coffee berries with his hands. He was a romantic representative of thousands of Colombian "cafeteros", or "caficultores". At the same time, his image drew a great deal of criticism on its road to success. The real cafetero in the early days of Juan Valdez lived in dire poverty. Anti-government guerrillas and narcotics traffickers endangered his already insecure life. Poisonous DDT was sprayed on his coffee fields, often, shockingly, while he and other cafeteros were at work. The National Federation failed to represent these horrors. In later ads, Juan Valdez moved from the coffee fields to the American housewife's kitchen, handing her a personalized bag of freshly processed coffee beans. In TV commercials, Juan Valdez was first played by actor Jose Duval. Because Duval was no longer felt to be representative, Carlos Sanchez of Medellin took his place in 1969. In the 1980s, the Juan Valdez commercials used Rolls Royce cars and luxury residences. In the 1990s, a new slogan was devised: Grab life by the beans. Dynamic pictures showed Juan Valdez surfing or snowboarding. In the late nineties, however, Juan Valdez disappeared from the public eye for several years. The Colombian government had drastically cut back on advertising. In 2000, Juan Valdez, in the person of Carlos Sanchez, reappeared. Andres Pastrana, President of Columbia, awarded him the silver cross medal for national merit. In December of that year, the National Federation of Coffee Growers of Colombia opened its first "Juan Valdez" Coffee shop in Bogota airport. Juan Valdez appeared in the movie "Bruce Almighty" at a cost to the Federation of $1,5 million. At the time of writing (2004), the symbol of Columbian coffee is trying to make a breakthrough into North America. The first "Juan Valdez" coffee house was opened in September 2004 in Washington, and the second, one month later, in New York. Ultimately, Juan Valdez is aiming at Seattle, the heart of American coffee-making. Starbucks officials stated they do not feel threatened by the famous moustache man. Gabriel Silva, manager of the Columbian Federation, said in return that the Federation would not go as far as having 8,000 or 10,000 Juan Valdez outlets, as their competition intends. Iulia Pascanu writes for http://www.madcoffeemaker.com where you can find more information about The Mad Coffee Maker Please feel free to use this article in your Newsletter or on your website. If you use this article, please include the resource box and send a brief message to let me know where it appeared. mailto: iuliap@gmail.com
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Arabica Coffee Beans Are Pricey Yet Priceless! Arabica coffee beans are known for a better-flavored coffee. There are two main species of coffee beans that are grown for sale: Robusta and Arabica. 3 Simple Tips For Making Perfect Coffee Want to brew the perfect cup of coffee?Here are 3 simple tips that will make a difference in every single cup you drink.Tip #1 Clean Coffee PotA clean pot is essential and can make a world of difference in the taste of your coffee. Mocha Coffee: Learn About the Source and Try Our Recipes for Making Great Mochas Depending on how we look at it, mocha coffee may be the tall drink made of coffee, cocoa and milk, often served with cream or, on the other hand mocha coffee may refer to the source.Yemen is the source of true Mocha coffee. Gourmet Coffee Stops Decrease Gas Mileage;Home Brewed Premium Coffee Reduce Traffic Congestion A researcher has stirred up the commuter coffee mug with the suggestion that morning rush hour traffic is worsened by stops for daily morning gourmet coffee at Starbucks and other premium coffee houses. Nancy McGuckin, a travel behavior analyst, studied a report called "National Household Travel Survey" by the U. Try the Tradition of Turkish Coffee and Taste the Difference The Europeans got their first taste of Turkish Coffee, and coffee in general from the Ottoman Turks, who brought coffee to the West. They were great coffee drinkers, both at home and in public houses, the forerunners of our cafés, which started to spring up across the Islamic countries. Coffee Cupping For The Fun Of It Coffee cupping is a method to compare the different characteristics of a coffee bean. Cupping lets us compare different coffees against each other to evaluate the uniqueness between them. English Coffee With English Tea being a very familiar term, English coffee may seem as contrary a term as Arctic bananas; however, England's impact on the coffee trade and the world of business is undeniable. The history of English coffee began in 1650 at Oxford University when a Lebanese immigrant opened the first coffeehouse on campus. What Makes Hawaiian Coffee So Special? Coffee was first introduced to the Islands by Chief Boki, the Governor of Oahu, in 1825. He acquired coffee plants in Rio de Janeiro while aboard a British warship, the H. Those Elusive Coffee Beans! With the spread of various coffee beans into our lives, it can be more and more difficult to discern what you're buying at the market. And that's not surprising given the sheer numbers game. Cappuccino Secrets: Creating the Perfect Foam Here is an article that tells the secret of creating the perfect foam with steamed milk for making a wonderful cappuccino. As you'll see creating the perfect foam isn't as easy as it may seem . Gourmet Coffee Beans You can be a coffee lover without knowing much about coffee beans, but learning a little bit about the different types of coffee can help you get the perfect cup every time. There are many types of gourmet coffee beans. Coffee For Your Health Many of us rely on coffee to get us going in the mornings, wake us up in the afternoons, and prepare us for that special business meeting. Go ahead, have a cup of coffee. Choosing A Coffee Maker - Tips On Finding The Right Features Choosing a good coffee maker is not a decision to be taken for granted. If you are going to spend money on your favorite coffee, you will want to make sure the coffee maker you choose is of good quality and has the features you want. Why Your Cup of Coffee in the Morning May Keep You Up All Night One of the most common complaints among coffee drinkers is that the caffeine can disturb their sleep. This result has been known for thousands of years and is, in fact, one of the reasons why many drink coffee in the first place: to stay awake. Coffee and Asthma? Here are some facts about the relationship between coffee and asthma. Regular coffee drinkers have about 1/3 less asthma symptoms than those of non-coffee drinkers according to a Harvard researcher who studied 20,000 people. The Coffee Culture in the USA It wasn't until I moved to the US that I started drinking coffee regularly and became what they call in the Netherlands a 'koffieleut', which translates literally into 'coffee socialite.' Although the average European drinks more coffee per year than the average American, the cultural importance and its effects on the average European seems to me smaller than that on the average American. Coffee in America American coffee? Technically there is no such thing, at least none that is grown in North America. There is such a thing as the American coffee consumer which might as well be an institution all their own for it's their money that drives a substantial portion of the market. Gourmet Coffee Habit Costing Consumers as Much as $1,500 Yearly Gourmet coffee consumers rarely consider the cost of their daily coffee in terms of the expense to brew premium whole bean coffee at home (50 cents to 75 cents) with prices of a pound of gourmet coffee beans versus a two or three cup a day ($4.50 to $6. Coffee Roasting: Learning the Fundamental Art of Making Coffee Can be Fun Coffee roasting from light to very dark, is an art form in itself. Green beans have none of the flavor we are all accustomed to. Does Your Morning Coffee Cause You Pain or Discomfort? Does your morning coffee cause you pain? Are you frustrated when a night out dining with friends ends in discomfort instead of relaxed conversation? Do you carry antacids with you every day?Heartburn is more than just a nuisance. It can detract from enjoying a meal, force you to change your routine and hang over your every decision - what to eat, what to drink, when to lay down.
|
| home | site map |
| © 2008
|
