Not even the most challenging roads could stop Juan Valdez from its way to global recognition and success. In 1927 the National Federation of Coffee Growers of Colombia (NFCGC) was established to promote the production and exportation of Colombian coffee. Timing was unfortunate, to say the least: two years later, the collapse of the New York Stock Exchange sent commodity prices, including coffee, across the globe on a downward spiral.
I've been familiar with Juan Valdez coffee for a long time, but I didn't know about the brand's history. I didn't even realize there were coffee shops, let alone that kind of growth over the last 20 years. What a case study.
Unicorns, Instagram, and Juan Valdez
I've been familiar with Juan Valdez coffee for a long time, but I didn't know about the brand's history. I didn't even realize there were coffee shops, let alone that kind of growth over the last 20 years. What a case study.