Juan Valdez Eyes China as Colombia Steers Asians From Tea
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Colombia, known for coffee farmer Juan Valdez and his donkey sidekick Conchita, is looking to steer new generations of Chinese consumers to pick up a latte instead of tea.
Colombia’s National Coffee Growers Federation is hosting experts from China for tastings this week and created a logo to promote the brand in the Asian nation, the group’s Chief Executive Officer Luis Munoz said. The logo includes a phonetic spelling of the fictional farmer’s first name, followed by Chinese characters for “imperial,” “aroma” and “savor” as Colombia targets an “exponentially growing” market, he said.