Federación Nacional de Cafeteros de Colombia
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The Federación Nacional de Cafeteros de Colombia (English: Colombian Coffee-growers Federation), often abbreviated Fedcafé, is a non-profit business association, popularly known for its "Juan Valdez" marketing campaign. The federation was founded in 1927 as a business cooperative that promotes the production and exportation of Colombian coffee. It currently represents more than 500,000 producers, most of whom are small family owned farms.
The federation supports research and development in the production of coffee through grants to local universities and through federation sponsored research institutes. The federation also monitors production to ensure export quality standards are met.
The highly successful Juan Valdez branding concept was developed in 1981 to distinguish 100 per cent Colombian coffee from coffee blended with beans from other countries. The trademark made its first TV appearance in 1983 featuring a country farmer (campesino) carrying coffee on his mule Conchita.
