| Colombia is a country known worldwide for its quality | | | | preparation and origin. |
| Specialty Coffee from Arabica beans. Historically, the | | | | |
| best coffee produced in the country has been | | | | 1. Sustainability means that communities growing this |
| exported. Coffee left for domestic consumption has | | | | coffee are fully committed to protecting the |
| been of lesser quality or from different beans lacking | | | | environment and ensuring cleanliness throughout the |
| the export quality certifications. | | | | production steps. |
| Right or wrong, the perception has been that | | | | 2. Preparation means that coffee is developed to |
| Colombians do not drink good coffee at home. The | | | | meet the preferences of a particular client. |
| reality is that Colombians are not yet addicted to fancy | | | | 3. Origin identifies the region or particular farm where |
| preparations such as cappuccino or iced latte. | | | | the specialty coffee is harvested. This type of bean is |
| Americans and Europeans drink two to three times | | | | not mixed with any other in the tradition of a "limited |
| more coffee than Colombians. Why is that? | | | | edition." |
| - In Colombia, there is simply not a dominant culture of | | | | The growth of domestic Specialty Coffee |
| coffee, believe it or not. | | | | consumption among Colombians will be the result of |
| - For example, for breakfast, many Colombians prefer | | | | effective promotional and advertising messaging. |
| to drink hot chocolate or fresh juice from a truly | | | | Colombians are proud about their flagship export |
| amazing variety of fruits available. | | | | product and about the cultural traditions of strong |
| - Or they may choose to drink a beverage called | | | | family, music, literature, cuisine and religion from the |
| "agua de panela'" made with brown sugar cane sold in | | | | coffee growing regions. |
| blocks and dissolved in hot water. | | | | The success of the promotional efforts to get |
| - When Colombians drink coffee, they opt for less | | | | Colombians to drink more coffee will benefit their |
| than other nationalities. | | | | domestic economy and strengthen the production of |
| - However, over time, Colombians are adopting a | | | | great beans for years to come! |
| preference for gourmet and specialty cafes selling drip | | | | Dominant brands such as Juan Valdez and Oma Cafe |
| brewed coffee, espresso based, hot beverages, other | | | | already have a noticeable presence in the country with |
| hot and cold drinks, and snacks. | | | | strategically placed specialty outlets. |
| - These cafes also sell merchandise such as shirts, | | | | The Juan Valdez chain of coffee shops was created |
| jackets, mugs, whole beans, posters, books, music and | | | | by Colombia's National Federation of Coffee Growers |
| other items. | | | | through Procafecol S.A, (Promotora de Cafe |
| - Adoption of strong coffee cultural habits is the result | | | | Colombiano), a company established in 2002. |
| of effective marketing. | | | | - Juan Valdez Cafe is the only house chain from a |
| - This is a positive trend for the thousands of trade | | | | coffee producing country. |
| workers who benefit from high coffee consumption | | | | - Procafecol is about 80% owned by the Federation. |
| domestically, particularly when international sales are | | | | - The rest of the shares are directly owned by more |
| lagging. | | | | than 400,000 individual growers belonging to an |
| What's helping Colombians adopt a stronger culture of | | | | association. |
| coffee drinking? | | | | - There are about 120 Juan Valdez coffee shops in |
| - Enterprising Colombian marketers and growers are | | | | Colombia selling a range of products and merchandise |
| committed to increasing current per capita | | | | on site. These shops are social meeting places for |
| consumption of 1.8 kilos per year by 30%. | | | | people of all ages and occupations. |
| - Launch of a long term strong national promotional | | | | Another dominant brand is OMA. |
| and advertising campaign using multiple media and | | | | - Started in 1970, OMA owns shops selling all the usual |
| touch points with the slogan "Tome Cafe" ("Drink | | | | hot and cold coffee drinks, and snacks. |
| Coffee"). | | | | - The shops also feature books and music. |
| - Main campaign objective is to establish coffee as the | | | | - In addition, OMA owns a restaurant chain and a |
| beverage of choice. | | | | manufacturing facility for OMA Coffee Roasters. |
| - The campaign includes education about quality and | | | | - The name OMA is derived from German. OMA is an |
| distinction between Specialty Coffee and other grades | | | | endearing word for "grandmother." |
| of the product. | | | | In addition, there are several other less known specialty |
| - Business initiatives at the private and government | | | | labels that focus on niche markets. They include: |
| level seek to identify and cater to the national | | | | - "Perfect Love," owned by coffee roaster Luis |
| consumer audience who can or is willing to pay for | | | | Fernando Velez. Achievement: "Q" certification. |
| Specialty Coffee. | | | | Perfect Love is of export quality, sweet, aromatic, |
| - Awareness of the independent certifying agency's | | | | offering a cup with zero defects, very clean, pleasant |
| recognition when specific labels meet quality, | | | | after-taste and a remarkable acidity. Sold through |
| environmental and social welfare requirements for | | | | institutional clients (businesses, hotels), limited points of |
| specific certifications. | | | | sale in affluent areas or through special subscription |
| - Certification means that the coffee production | | | | orders. |
| process maintained high soil and water conservation | | | | - "Devotion Cafe" (known as "Veneto"), is another |
| standards. | | | | brand that sells their product domestically through a |
| - The use of pesticides was limited in accordance with | | | | membership that includes a coffee maker, cup, plate |
| principles of sustainable agricultural and waste disposal | | | | and a spoon. |
| practices. | | | | - "Aney" from the Cesar area. "Kogui" from the |
| - The workers involved in the chain of events for the | | | | Magdalena area. "Mesa de los Santos" from |
| brand derived benefits to improve their social, | | | | Santander. "Cafe Aragon" from Medellin. "Jesus Martin |
| economic and health situations. | | | | Bedoya" from Armenia. "Salento" from Quindio. And |
| According to the Colombian Specialty Coffee Program | | | | there are more. |
| of the National Federation of Coffee Growers, their | | | | I'm ready for a good cup of my favorite Colombian |
| evaluation is based on the principles of sustainability, | | | | Supremo Organic coffee. What about you? |