The National Federation of Coffee Growers (FNC) has teamed up with the Colombian Army to produce a limited edition coffee that tributes the “Heroes” who everyday put their lives on the line to protect and defend, while directly benefiting the families of those who were slain or injured during combat with the proceeds of sales.
During a ceremony at the Inclusive Rehabilitation Center (CRI) in Bogotá, the Ministry of National Defense, Matamoros Corporation and National Federation of Coffee Growers presented the ‘Latidos de Cafe?’ blend and branded under the Juan Valdez name.
As the only country to have a federation of coffee growers, Colombia’s global reputation is synonymous with the Arabic bean, and as it celebrates this year its 90 years of service to the country, the FNC thought that a fitting tribute for a post-conflict scenario would be to celebrate the dedication of the men and women who serve in the armed forces. “In the day-to-day routine, we can sometimes forget that in order to enjoy something as simple as a cup of coffee, different players have intervened, especially those who risk their lives to give us the security we so much enjoy”, said Defense Minister Luis Carlos Villegas during the launch of ‘Coffee Beats.’
The non profit Corporación Matamoros helped design the packaging of the blend and came up with catch phrase: “Coffee tastes better than war.” This special edition coffee will be available in 50 stores nationwide and Juan Valdez will allocate part of the money raised by the sale of this coffee to educational grants. “Coffee farmers are builders and representatives of the identity of Colombians. Like our soldiers, they put forth the best in their lives so Colombia can grow,” said the minister.
For Cristina Carrizosa, director of Corporación Matamoros, the limited edition coffee presented an opportunity to raise awareness of the non profit at an historical moment in which the country embraces the peace process with the Revolutionary Armed Forces of Colombia guerrilla, reminding Colombians that even though the internal conflict with FARC is ending “one cannot forget the sacrifice and commitment of our soldiers.”
Juan Valdez will put 2,000 units of ‘Latidos’ in 50 of their emblematic outlets administered by Procafecol, and which last month saw the inauguration of their 400th venue. Juan Valdez is available in the United States and Spain.
While one might not associate the violence in Colombia’s countryside with the coffee industry, some 110,000 farmers were directly affected by the internal conflict, that lasted more than a half century, forcing them to give up their farms and crops to seek refuge in the large cities.
Today, the FNC supports half a million farmers across the country, and whether you enjoy a smooth Nariño blend or a stronger cup that was hand picked in the Sierra Nevada de Santa Marta, take advantage of this new blend that was harvested by one group of heroes for another.
