Juan Valdez Café: Strategies for Growth in a Global Context

This presentation will cover the story behind the Juan Valdez character, the positioning achieved as an advertising icon, the evolution of becoming a premium coffee brand, and the strategic challenges the company now faces in achieving differentiation and growth in a global context. Mr. Mendez became CEO of Procafecol S.A. in August, 2010. To further leverage the successful Juan Valdez global brand, Mr. Mendez focuses on increasing retail sales through traditional channels, establishing and growing a global franchisee network of the award winning Juan Valdez Café, and continuing with sustainable development of the Colombian coffee industry.