The principal competitor in United Satets is Starbucks, the coffees Juan Valdez will meet eclipsed by Starbucks, even in the local plane. In Florida there is approximately 400 Starbucks, dozens of which they are located in Miami against 7 Juan Valdez Stores in United Sates. It thinks that Procafecol's total sales will reach the US$85 million this year, whereas million were of US$74 in 2013 and of US$67 million the previous year. There is predicted that Starbucks's sales will be in 2014 of US$16.500 million, according to analysts' estimations that Bloomberg compiled. Procafecol represents to 500.000 producing families of Colombian coffee, and 18.000 producers are direct shareholders. To the effects of reflecting it, the company refers to the employees in terms of "baricultores", a combination of barmans  and farmers.

 

Most of 270 coffees that it has at present are in Latin-American countries, but also they are in South Korea and Kuwait. The brand Juan Valdez bases on a producer of fictitious coffee - of moustache and wide-brimmed hat, who goes to loin of mule - that was used during decades to promote the Colombian industry. Procafecol was created in 2002 to take advantage of the name and to generate more income for the farmers.

 

While the coffees Juan Valdez defy Starbucks in the United States, the giant of the coffee of Seattle does his own incursion in Colombia. Starbucks opened a place of three floors in Bogota last week that might use as model for a new line of coffees. The movements indicate that both companies compete increasingly for the drinkers of coffee of the first line, a market that generates US$18.000 million per year only in the United States.

 

Few ones know that the relation between Colombia and Starbucks, the multinational with headquarters in Seattle (Washington), began several years ago. Though the company did not have direct presence in the country, from his foundation in 1971 the grain has bought the Colombian caficultores them.

After 43 years of relations distantly, the company arrived to the country and already it goes in the tenth shop, all of them in Bogota.

 

Wiss,J , (2013), L"La guerra del cafe Starbucks vs Juan  Valdez" , El nuevo Herlado ,research in http://www.elnuevoherald.com/noticias/sur-de-la-florida/article2027786.html