Continued from page 1
For many decades Colombia was
world’s second leading producer of coffee behind Brazil. Recently, Vietnam surpassed Colombia in coffee exports to take
number two seat and move Colombia into a close third. However,
old adage of quality over quantity certainly applies here. The Arabica bean does not grow well in Vietnam. Only
hearty, yet inferior, Robusta is suited for
low, wet climate of Vietnam. Colombian coffee is far superior and is considered by many coffee experts to be
finest in
world.
Any discussion on Colombian coffee would not be complete without mentioning
wildly successful marketing campaign created by
National Federation of Colombian Coffee Growers in 1959 which introduced
world to
friendly and affable Juan Valdez. Though a fictitious character,
poncho clad, sombrero wearing Juan Valdez gave a face to
humble coffee picker and created a mystique and aura of romance that still survives today. A recent survey reported that 85% of Americans still associate
name Juan Valdez with Colombian coffee. Quite an accomplishment, especially considering that only 75% acknowledged recognizing
name Dan Quayle.
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