The National Federation of Coffee Growers of Colombia, (Spanish: Federación Nacional de Cafeteros de Colombia), abbreviated as Colombian Coffee Growers Federation or Fedecafé, is a non-profit business organization, popularly known for its "Juan Valdez" marketing campaign.

The trademark character made its debut on a whole-page ad in the Sunday edition of The New York Times on January 6, 1960, featuring a country farmer (campesino) carrying coffee on his mule Conchita.

Some historians give credit to the Jesuits monks, who had farming lands in the "Llanos Orientales", Valle del Cauca and other regions.

There are stories that narrate that father Romero would impose to his parishioners, in penance for their sins, to plant coffee seeds in their backyards.

[6] The initiative for the development, investment and expansion of coffee growing in Colombia came from a group of national dignitaries and pioneers, who devoted their personal talents and resources into a venture of slow turnaround and high risk.

[4] [7] From 1870 on, large coffee plantations began to flourish, and this translated into a vigorous expansion of the nation's economy in international trade and commerce.

It was a difficult task, as the global conditions were complicated due to overproduction, price volatility and the events of World War I.

The coffee industry in the nation was evolving and growers, merchants and exporters could not agree on policies and regulations to organize and consolidate it.

), Tulio Ospina Vásquez, José de Jesús Salazar, Germán del Corral, Luis Montoya Santamaría, Gabriel Ortiz Williamson and Lucas Caballero.

Much was analyzed and discussed during this congress, mainly regarding transportation infrastructure, financial institutions, trade association and protection of the industry.

Nevertheless, the delegates returned to their provinces with a fervent desire to create a national trade association capable to protect the industry and guide its members.

At the adjournment of this congress, Ospina Pérez was elected, by the unanimous vote of the delegates, as General Director of the Federation serving in this position for four years, until 1934.

The general managers or directors of the National Federation of Coffee Growers of Colombia do not just function as business managers or administrators, given the fact that in furtherance of their normal business activities in running efficiently and effectively a private enterprise, they actively participate in the formulation and implementation of national policy for the coffee industry and they may substantially influence the macro-economic policy of the country.

Furthermore, they direct and preside the diplomatic missions that represent the nation in international conferences and forums, which may influence foreign policy as well.

[19] Arturo Gómez, during his 18 years tenure as "Gerente de la Federación", had a wonderful collaborator as second in command, Jorge Cárdenas Gutiérrez, as deputy General Manager.

Cárdenas Gutiérrez was appointed as "Gerente de la Federación" in 1983, and managed extreme situations form "crisis" to "bonanza".

[22] During the time of the postwar, "la Flota" (the fleet) facilitated the sale and shipping of increasing quantities of coffee to the European and Asian markets.

In addition to the substantial reduction in freight costs, "la Flota" contributed significant dividends to its major shareholder, the "Fondo Nacional del Café" (the national coffee fund).

[23] The globalization of world economies and the interdependence of the ocean freight industry during the decade of the 90s, made shipping business more efficient and competitive.

In order to compete in the global market, "la Flota", in 1996-97, entered in partnership with the "Transportacion Marítima Mexicana", a Mexican company with ample experience in ocean shipping.

[24] The company eventually extended its services to cover production risk and liability, hedging, calamity, auto, life and health insurance to all of the members of the Coffee Federation, offering if lower premiums and higher benefits.

The company suffered heavy losses during the earthquake that destroyed Armenia, as this was a highly concentrated area of coffee growers.

The successful model of Colombian coffee production and commerce is the outcome of a well balanced combination of efficient private enterprise and a well planned macroeconomic policy by the government.

This economic model has become the organizational archetype for more than fifty coffee producing countries in Africa, Asia and Latin America.

The Colombian coffee institutions and the policy making entities are facing the new realities of globalization and monetary volatility and economic uncertainties.

The historical evidence demonstrates that the institutions, organizations and policy making instruments of the coffee industry in Colombia are very dynamic and shall continue to adapt to changing circumstances and perform with leadership, innovation and positive results.