Word: valdez
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Dates: during 2000-2009
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...hors d'oeuvres. Diplomats and policy wonks will be able to get their picture taken with the leader of this urbane revolution, a capitalist Che Guevara literally rolling out the red carpet for his U.S. invasion. This glitzy cafe opening seems an odd counterpoint to the poncho-clad Juan Valdez and his trusty mule Conchita, but the advertising icon needs all the fanfare he can muster for his daunting new mission: to make Colombian coffee hip enough for the Starbucks generation to start caring about his hills of beans...
...Juan Valdez, the fictitious coffee grower created in 1959 to help put Colombian coffee on the map, is trying to spiff up his image. In the face of dirt-cheap international wholesale prices and consumers' increasingly gourmet taste, the National Federation of Coffee Growers of Colombia is hoping to cash in on the Starbucks phenomenon with a five-year, $75 million marketing campaign to reposition its coffee as an upscale brand. While still supplying such supermarket stalwarts as Maxwell House and Folgers, the Colombian coffee industry is struggling to make itself relevant to younger generations of consumers who pooh-pooh...
...part of the campaign to tap into the $9 billion specialty-coffee market, the federation is opening a chain of posh Juan Valdez cafes, complete with porcelain cups, comfy chairs and knock-off Frappuccinos. Two weeks after the Washington cafe opens, the President of Colombia will preside over a similar gala at Juan's flagship store in Manhattan. And this fall Target will start stocking single-serve Juan Valdez coffee machines to help consumers replicate cafe quality at home. "Even the average consumer is requesting much better coffee quality and in plain-vanilla places like a burger joint...
...INDICATORS Oil Under Fire U.S. lawyers filed suit against Royal Dutch/Shell after the Anglo-Dutch oil group slashed its proven reserves estimate by 20% last month. And a judge in Alaska ordered Exxon Mobil to pay $6.75 billion in damages for the 1989 Exxon Valdez oil spill...
Health-care administrators in Cochise County plan to open a birthing center in Bisbee, which would be run by the federally qualified Chiricahua clinic and would be able to shelter doctors from high malpractice-insurance premiums. If all goes well, the center will open next spring. But for Valdez and many other new mothers, that will be too late. Valdez doesn't know whom to blame--doctors, lawyers or insurance companies. She just knows that come late July, she will have to spend the final, awkward week of her pregnancy waddling around as a houseguest. That's enough to make...