To Save His Coffee Growers, Juan Valdez Looks Abroad

With the inauguration of at least eight coffee shop stores this year in the US, including one in Seattle — the birthplace of Starbucks — the Colombian National Federation of Coffee Growers (NFCG) is expanding its presence in the US market. The Federation is aiming for 300 stores around the world by early 2008 - still a small number when compared with the more than 6,000 Starbucks outlets worldwide. Its cash-cow sales to Maxwell House and Folgers will continue - but the strategic emphasis will change; the Federation will spend US$75min over the next few years on repositioning its coffee

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