Juan Valdez Ads Get Cut

  • April 26, 2001
A world coffee glut is cutting down the workload of Juan Valdez, the international marketing icon for Colombian coffee. Created in 1960, the Juan Valdez advertising campaign has helped Colombia stake a claim to the world's richest coffee. Until coffee prices rebound, the world will be seeing less of Juan Valdez. Decreasing coffee prices have led the National Coffee Growers' Federation to cut back on advertising. Andres Lloreda, the federation's advertising director, said his $40 million annual budget is being cut.

"The situation is very difficult from a budgetary standpoint, but Juan Valdez is not going to disappear," Lloreda said. "He is the symbol of Colombian coffee."

- Anya Khait

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