Last week, our group found out about a fictional character, Juan Valdez, that the National Federation of Coffee Growers of Colombia created. He was created in 1959 to represent the Colombian coffee farmer. Over the years he has become an icon for Colombian coffee; people there think of Juan when they think of coffee. This character was to represent the beans that are only grown and harvested in Colombia.
Juan has found his way into modern pop culture, and his appearance is often mocked in television and movies.
Juan Valdez was an extremely smart marketing skill - it made the people of Colombia believe he was an actual person for a while, and if the coffee was good enough for Juan, it was good enough for the citizens of Colombia.
Juan Valdez vs. Starbucks:
http://www.cbsnews.com/video/watch/?id=786896n
http://www.cbsnews.com/video/watch/?id=786896n
-Molly, Danielle, Maddy, Brooke
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