Juan Valdez
Promoting an organizational culture that celebrated and reflected the essence of Colombian coffee.
Situation
Creation of a strategy for both clients and collaborators to celebrate the essence and tradition of Colombian coffee.
Task
– Farmer Integration: Involve farmers in strategic decisions and brand storytelling, highlighting their crucial role.
– Welfare Programs: Development of welfare and training programs for farmers, improving their quality of life and skills.
– Transparent Value Chain: Creation of a transparent value chain that shows consumers and employees how their work impacts from the farm to the cup of coffee.
Results
– Farmer Empowerment: Increased pride and motivation of farmers to see themselves represented in the brand.
– Sustainable Alliance: Strengthening the relationship between farmers and the company, promoting sustainable agricultural practices.
– Recognition and Reputation: The Juan Valdéz brand is perceived as a benchmark of quality and authenticity in Colombian coffee, improving its positioning in the global market.
