Origin Report Colombia

The geography of this South American country has helped it become one of the world’s leading coffee producers. But despite the sustained profitability of its industry, there are those who believe more can be done to support the farmers who make this success possible

There is a unique story behind the world’s third-largest national coffee industry. As early as 1927, the country’s coffee producers formed the Federación Nacional de Cafeteros de Colombia (FNC) to promote their interests. In 1958, the FNC commissioned a US advertising agency to create “Juan Valdez”, a fictional character who, along with his mule Conchita, was to represent Colombian coffee at home and abroad. The aim was to distinguish 100% Colombian coffee from blends, and can be seen as a precursor to today’s marketing of single-origin beans.

The FNC – a non-profit organisation that represents 500,000 producers – guarantees a minimum purchase price for green coffee. It is technically owned by its members and assists with infrastructure as well as marketing and development. But while the FCN – and especially its Centre for Coffee Investigation (Cenicafé) – has undoubtedly been a positive force for coffee producers, some have criticised it as being unwieldy and bureaucratic.