No 30

The FNC CEO Promotes Café de Colombia in Japan

June, 2016

100% NOTEWORTHY

The FNC CEO Promotes Café de Colombia in Japan

He met with trading houses, RTD coffee companies and major roasters. The Japanese business sector has received with great enthusiasm the FNC CEO’s leadership and experience in the Asian market.

The CEO of the Colombian Coffee Growers Federation (FNC), Roberto Vélez, recently held important meetings with top leaders of the coffee market in Japan, second destination of Colombian coffee exports (after the United States) with over 1.3 million 60-kg bags in 2015 and the main destination of the FNC exports.

Japan, fourth consumer of coffee in the world with 7.6 million bags and a strategic partner of the FNC, has particularly appreciated the quality of Colombian coffee and been an innovative market in preparation of coffee drinks.

One of the best examples is the ready-to-drink coffee (in different versions) Georgia Emerald Mountain Blend by Coca-Cola, a leader in the market and which, in alliance with the FNC, uses highest-quality coffee beans.

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Velez met with trading houses, RTD coffee companies and major roasters, as well as industry associations such as All Japan Coffee Association (which unifies the industry and promotes coffee consumption) and Specialty Coffee Association of Japan.

On his visit, Vélez shared with Japanese leaders his approach on development of added-value alternatives for Colombian coffee that result in greater profitability for coffee growers, taking advantage of the particularities of the Japanese market and the institutional presence of the FNC in Japan.

On the occasion of the visit of the FNC CEO, also a seminar on Colombia took place at the Keidanren (Japan Business Federation) facilities in Tokyo.

The Japanese business sector has received with great enthusiasm the FNC CEO’s leadership and experience in the Asian market, as he worked at the FNC office in Tokyo and as Ambassador of Colombia to Japan.

Given the importance of Japan as a market for Café de Colombia and main customer of the FNC, including members of the 100% Program, our coffee institutions maintain not only a close commercial relationship, but have contributed, through courses to specialists and participation in trade shows and sponsorship of workshops and barista competitions, to increase and strengthen recognition of the unique attributes of Colombian coffee in the Asian region.

 


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