Is there any coffee name so well-known as Juan Valdez? And yet Juan Valdez isn’t even real. He’s just a fictional character conjured up by the marketing team of Colombia’s national coffee association, Fedecafé, in the ‘50s. – Colombia’s Changing Coffee Industry
Yet, at one point in time, coffee was a foreign crop colonizing Colombia’s soil.
Centuries of adaptation, innovation, and respect for the environment have shaped this country’s coffee production, from pest management to the specialty industry. Read on to discover how, and what this means for the future.