Juan Valdez was created in 2002 by the National Federation of Coffee Growers of Colombia to promote Colombian coffee. It has since grown to over 37 stores outside of Colombia, distributing coffee to over 800 Walmart stores in the US. Juan Valdez supports over 560,000 Colombian coffee growing families and has become a globally recognized symbol for high quality Colombian coffee.

6. History Procafecol S.A.

7. Juan Valdez was created on November 2002 by la Federacion Nacional of Cafeteros of Colombia, being the mayor accionist, together with the Colombian coffee growers, owners of 13 million accions.

8. During the year 2006 new focus teams were created with the purpose of attending consumers and the many kinds of markets. This way they could offer the products to the buyers that would want to consume them. Other groups are on letting the consumers of hotels and focusing restaurants know that the coffee they provide is prepared with Juan Valdez coffee.

10. Creating a unique business model that generates a relevant and unique experience around the Café premium from the Colombian coffee growers. Mission

11. To become the biggest and most recognized company specialized in Colombian coffee, and the biggest generator of value for the brand café premium of the Colombian coffee growers. Vision

12. • Select the best raw materials, 100% Colombian coffee with special characteristics that certificates their production, to maintain their status defined for each cup of coffee of their different production lines. objectives • Have a steady development in research, work with their employees in the best way possible to reach the customer with a great service and represent Colombian coffee growers the way they deserve. • Ensure that the processes by which the coffee Is made are appropriate, meet the highest standards of quality and the organoleptic and sensory factors of each cup of coffee remain controlled

13. Advert a Product

26. Marketing strategies Growth strategies - In this scheme we ask the question, “How should the firm grow?”. Juan Valdez ® has grown significantly through the years establishing stores not only all around Colombia but also Ecuador, Chile, Mexico, Spain and in Central America selling their products in supermarkets. “ Place” strategy- Juan Valdez ® involved in the process of making a product or service available for use or consumption by a consumer or business user. They have manage to set numerous of small stores all over the country which allows the costs of the stores to be much smaller in comparison of the huge amount of incomes it also makes the product accessible to all types of costumers in all different places: malls, movie theaters and in strategic spots all over the country