4.2.Explain the CSR – Corporate Social Responsibility of the company in Colombia or in the foreign market the company is.

Corporate Social Responsibility of Juan Valdez

 

A company that has in its hands the image of a country, especially the mark of a product as representative as is Cafe de Colombia, must have sufficient Corporate Social Responsibility, and is not only the fact of representing a product of excellent quality and prestige, or respect that the presentation of the products this aligned with Colombian many things, but also an obligation to people, communities, coffee families that are behind this great product. This is the reason why Juan Valdez invest a percentage of their sales revenue in the welfare of coffee growing families, royalties represented more than 20,000 million pesos!!!, Additional also part of the sale of their products in stores (such as handcuffs), donates 5%, This money goes to projects education in the coffee zone.

 

This corporate social responsibility also involves programs such as "Amigos del Alma" that supports people who want to work with Juan Valdez and have some physical limitations, J.V. It supported by strategic positions this people, so they can work normally and can generate income for themselves and their families. There is another program called "Café de Reconciliación", this important program supports people who lived some form of violence at any time in the coffee areas, but through the coffee, managed to find a new lifestyle and of course, the peace.

 

These earlier cases, added to strategic objectives that are part of CSR such as: Promoting brand awareness and empower and encourage sustainable consumption, strengthen social responsibility practices involving environmental issues, which contribute to preserve ecosystems coffee of our country. Other policies oriented strategies public, also part of the CRS program, such as the removing of its stores, the use of disposable items such as cups and trays were, this in order to avoid the indiscriminate use of materials that they are not biodegradable and could be contaminating the planet.