Since 1971, the Starbucks coffee chain has been partly supplied from Colombia, in particular for its Arabica coffee. Whilst the Colombians are true coffee lovers, even in their culture, the chain had never opened a store there. "We are highly successful in Latin America, and it's high time for us to come to Colombia", says Howard Schultz, Starbucks Chairman and CEO. But doing business in a coffee producing country involves a few concessions. Thus, the chain will only serve Colombian coffee in its future stores. From 2014, the first café will open in Bogota before being joined by at least 50 others before 2020.
In addition, within the framework of the American Programme for International Development (USAID), the company will invest 3 million dollars in a Support Centre for producers in regions affected by the conflict between the government and the Revolutionary Armed Forces of Colombia (FARC).
Juan Valdez, a sizeable competitor
In Colombia, retailers have not waited for Starbucks in order to launch themselves onto the market. The Juan Valdez brand was created in 2002 with the aim of promoting Colombian coffee, through initiatives with local producers whilst respecting the rules of fair trade. Whereas Starbucks is just beginning to launch some of its drinks in retailers, Juan Valdez coffee is already implanted in supermarkets and specialised stores."
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