4.3. What kind of programs and to whom are aim to these CSR programs.
CSR Corporate Social Responsability
Behind a successful brand not only must be a product that does not disappoint the consumer, but an organization that support and project. In that sense the Juan Valdez campaign not would have been able to maintain relevance and be celebrating today 50 years of existence, but I had the support of Colombian coffee growers represented by the national coffee growers Federation, institution recognized internationally as one of the most important rural NGOs in the world. The Federation has been the driving force behind the character, and the Juan Valdez brand has become another instrument to improve the quality of life of Colombian coffee growers.
Being a concept designed to generate collective benefits is one of the special characteristics of Juan Valdez, which make different it from other trademarks. It is valid to say that there are more than half a million coffee growers who benefit from their success, which also helps to facilitate the work of marketing of exporters and the Colombian coffee industry behind Juan Valdez.
"In a world of brands imposed by creative publishers, many of them empty and artificial, Juan Valdez is perhaps the greatest asset: its authenticity and legitimacy conferred by belonging to the coffee producers in Colombia", said Luis Genaro Muñoz Ortega, General Manager of the Federation of Coffee growers.
Within the various programs of support to coffee growers that complement the initiatives of positioning and marketing under the brand Juan Valdez, highlights sustainability in action in www.SostenibilidadEnAccion.org programs to support coffee farms, improve the infrastructure of the rural communities of 588 municipalities where coffee is produced, protect their environment and give them access to the digital world and connectivity.
"More than a brand or an icon, Juan Valdez is also an instrument of peace and social responsibility; "it is one of innovative initiatives and strategies that the coffee growers of Colombia and their Federation have developed to help improve the quality of life for producers to strengthen their income" added Muñoz Ortega
From the creation of Juan Valdez signed the national Coffee Fund has received royalties for the use of the mark more than $17 billion. On the other hand, thanks to the implementation of the new strategy, the value of sales with value added of the national Coffee Fund has grown almost three times since 2002, reaching in 2009 equivalent of 96 million USD by sales of 1.9 million bags a year.
Also Juan Valdez supports the social incorporation with its program “BEST FRIENDS” of the soul, a program of labor inclusion for people with cognitive disabilities
Juan Valdez, we want to promote the social, educational and labor participation of persons with cognitive disabilities. Improve their quality of life, giving them the chance to be part of our team of collaborators in stores Juan Valdez Café.
Makes a selection for competencies and skills, working hand in hand with educational partners and friends companies to make that these people receive their education.
When "A friend of the soul" comes to be part of the stores, the Foundation makes an accompaniment in the job to reach the levels of adaptation and strengthening of the work habits. With these actions, we achieve social interaction with bosses, colleagues and clients, thus becoming part of our labor system.
