Miguel Ruíz
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Miguel Ruíz (1856-1912) born in San Juan, Puerto Rico started a coffee processing company which would later become "Jimenez & Fernandez, Sucrs, Inc." the makers of "Cafe Yaucono".
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[edit] Early years
Miguel Ruiz worked in the coffee industry at a young age. His interest in that sector of agriculture led him to establish a small coffee processing company in Miramar, a section of San Juan. In 1896, Ruiz started elaborating coffee using rudimentary equipment. His small operation started to grow and he soon sent for his cousin-in-law, Tiburio Jimenez, who lived in Spain. In 1911, Jimenez went to work and immediately, he too fell in love with the coffee industry.[1] In 1912, tragedy befell upon the family and Miguel Ruiz died. He left the company in the hands of his family and Jimenez.
[edit] "Cafe Yaucono"
In 1914, Tomas Prado, from Yauco was the owner of "The Coffee Co.". He created the coffee brand "Cafe Yaucono". Jimenez became interested in the brand and soon began negotiations with Prado with the intention of buying him out. In 1916, Prado sold "The Coffee Co." and its brand "Yaucono" to the heirs of Migul Ruiz. In 1917, the Ruiz family sold the company and Jimenez quit the company. Soon afterwards, Jimenez started his own company with Juan Fernandez which they named "Jimenez & Fernandez, Sucrs.".
[edit] Jimenez & Fernandez, Sucrs, Inc.
In 1921, the company, which was incorporated and renamed "Jimenez & Fernandez, Sucrs, Inc.", bought a lot in the Fernandez Juncos Ave. and built a two story building. The company operated in the first floor and the Jimenez family lived in the second floor. Jimenez married and had three children, among them Jose Enrique Jimenez.
In 1931, Juan Fernandez sold his part of the company to Jimenez. During this period the company was faced with limitations and hardships. The Great Depression, hurricanes and World War II almost completely bankrupted the entire coffee industry in Puerto Rico. Jimenez was forced to close his company on two occasions during this time.
When Jimenez reopened the company, the demand for coffee was so great that its sales soared. In 1957, Tiburcio's son Jose Enrique, began to work for "Yaucono" and in 1960, he was named Manager of the Sales and Marketing departments. Jose Enrique started a strong advertising campaign and in 1963 introduced the "Cafe Yaucono" character "Mama Ines", becoming one the biggest marketing symbols in Puerto Rican history. In 1965, Jose Enrique was named president and CEO of the company.
[edit] Postscript
In 1985, "Cafe Yaucono" received the highest award from the Puerto Rico Product Association, the "International Award for Quality". In 1996, "Cafe Yaucono" received the "Commercial Prestige Award" from Spain. "Cafe Yaucono" controls 40% of the coffee market in Puerto Rico.[2]
Miguel Ruiz died in San Juan, Puerto Rico in 1912 and Tiburcio Jimenez died in 1975 in the same city.
