I would like to share with you  Juan Valdez Value Proposition…

The first time I had the opportunity to sip Juan Valdez Colombian coffee was by the mid year 2007. I was traveling in several countries in Latin America. At that time, I was Vice-President Regional Manager for Latin America within a company dedicated to remittances and microfinance called Microfinance International Corporation.

Foto |Cortesía Federacafé| LA PATRIA|

When in Bogotá, the people I met, told me I couldn´t leave Bogotá without trying Juan Valdez. There was a “patria” nationalist feeling in each of them when they talked to me about their coffee. And, when I had the chance to visit one Juan Valdez Coffee Shop, I adored it. In El Salvador, Juan Valdez has opened some stores and I also visit them whenever I have the opportunity.  When comparing Juan Valdez and Starbucks products and services, I really like Juan Valdez a lot, because I am sure I will drink 100% Colombian Coffee. I also have learned to treasure the “coffee of origin” and Juan Valdez Company is an expert in selling Colombia “country brand”. Now, Let´s go to the Juan Valdez Shops Value Proposition 1.0:

Juan Valdez Value Proposition 1.0 (July 2017)

Juan Valdez value proposition 1.0 (Click Here to download PDF File)

Also, see the following Juan Valdez Video:

I believe you can see the difference between Juan Valdez Café and Starbucks Coffee Value Propositions. Both companies sell coffee (or more than coffee), but their value propositions are different. I wanted to share with you Juan Valdez example because as a coffee customer,  Juan Valdez Coffee Shops understood the concept of coffee as an “experience” many years ago. Personally, I also like Juan Valdez offer too.  As Salvadoran, when I enter to a Juan Valdez Café, I feel as if I am transported to Colombia… I also think about my future husband, Alex Guillermo Lozano Artolachipi every time I drink Coffee there… In consequence, coffee reminds me of him too. Why? Because I met Alex Guillermo Lozano Artolachipi drinking coffee and cookies covered with chocolate, every day a long time ago.

I wonder, which is better for you: Juan Valdez or Starbucks?

Sincerely, I wish so much, El Salvador can design and create our own “country brand” coffee shops retail chain too… Our coffee is excellent, but we have lost many years by exporting our coffee in grain. The coffee sector has not recovered from the impact of the Civil War (the 1980s) and we have lost many many years in this industry. It is ironic, up to this day, as coffee producers, that we do not have our own National Coffee Shop Retail Chain yet. It is shameful too. We have lost the chance to create integral value with our coffee. And it is time for us to start creating our own “Salvadoran Coffee Shop” branding in the world… I have tasted other 4 Salvadorean excellent coffee shops in town: Macchiato, Viva Espresso, The Coffee Cup and Essenza. Let’s see which of them will become our national coffee brand. Or maybe we will design and create a new one. Who knows?!!!

It is time!

Published by eleonoraescalantestrategy

Corporate Strategy Artist, San Salvador, El Salvador View all posts by eleonoraescalantestrategy