Word: valdez
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Dates: during 2000-2009
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...SHERIFF-ELECT OF DALLAS COUNTY Deep in the heart of Bush-Cheney country, Lupe Valdez bested a heavily funded Republican to become not only the county's first female sheriff but also the first Hispanic lesbian Democrat to hold the office...
...dozen Juan Valdez cafes are open in Colombia, with plans for as many as 300 worldwide by 2007. The federation has even created a private company to run the coffee-shop business, with an IPO on the horizon. (The federation's egalitarian goal: to have each member of the growers' cooperative receive at least one share.) Still, Starbucks, with some 8,300 outlets standing, should hardly be shaking in its boots...
...real goal is to revitalize the perception of Colombian coffee. Labels on some Juan Valdez products note that the beans are "the primary source of income for more than 500,000 peasant families in Colombia." The U.S. cafes will stress the chain's vertical integration "from the tree to the cup." That altruistic spin could play well in a marketplace where do-gooder brands like Green Mountain and Equal Exchange have captured consumers' attention--and dollars...
...branded Colombian coffee in the supermarket. "The key with rebranding," says Mindy Sabella, chief marketing officer at brand-strategy firm Addison, "is you can't occupy two positions at the same time." Despite the cafe initiative, the only place most of us will encounter a Juan Valdez logo is on a coffee...
BREWING A BRAND A makeover for Colombian coffee icon Juan Valdez...