Coca-Cola FoodService inks multiyear deal to offer Juan Valdez brand Colombian coffee

Nation's Restaurant News, June 18, 2007

CHICAGO -- Coca-Cola FoodService has entered into a multiyear partnership with the National Federation of Coffee Growers of Colombia. Under the terms of the agreement, Coca-Cola will market Colombia's Juan Valdez brand coffee to foodservice customers across the United States.

The deal was announced at last month's National Restaurant Association Restaurant, Hotel-Motel Show here.

Coca-Cola FoodService will sell a high-yield, shelf-stable liquid coffee extract under the Juan Valdez CafeReale brand name. The Juan Valdez Coffee System provides 100-percent Colombian Coffee but does not use grounds or filters.

"This is a great partnership for both Coca-Cola FoodService and the National Federation of Coffee Growers of Colombia," said Chris Lowe, president of Coca-Cola FoodService. "It allows us to bring our customers a well-known, high-quality coffee brand in an operationally efficient format, and provides the federation with the opportunity to create new Juan Valdez fans among the customers of the restaurants who carry Coca-Cola brands."

Gabriel Silva, chief executive of the National Federation of Coffee Growers of Colombia, said the partnership "will expand the presence of the richest coffee in the world within the U.S. foodservice segment."

"This alliance will raise the standards of living of our coffee farmers and enhance the reputation and recognition of Juan Valdez," Silva said. "It represents a breakthrough for the National Federation of Coffee Growers' strategy to capture added value for the Colombian coffee growers."