Ortega: Sabemos lo que hace diferente a Juan Valdez y no podemos esperar para compartirlo con los estadounidenses
Juan Valdez Café chose Newlink America, the consulting and international communications firm of South Florida, as the agency in charge of its positioning and penetration in the American market. The decision is the answer to an important moment of growth for the Colombian coffee industry, given an aggressive international expansion which started with two cafés in Downtown Miami last year, and 60 other stores they plan to open in the next five years in Florida. “After the success of our initial expansion efforts in Miami, we knew we could trust Newlink to impulse the company and make Juan Valdez a leading brand in all the US”, said Alejandra Londoño, International Business VP at Juan Valdez Café. “We trust our association with Newlink and know they will mark a difference while we continue to work to develop our business.” Juan Valdez´s international presence is represented by more than 300 cafés in 14 different countries, including Aruba, Chile, Kuwait, Malasia, Mexico, Panama, South Korea, Spain, and the US. The new stores in Miami are part of the company´s strategies to win additional markets with their premium coffees and capitalizing on the American coffee industry, valued at US$18 thousand million. Juan Valdez, with the support of Newlink, plans to expand to other important cities in the US to offer a different type of coffee. “We know what makes this brand different and can´t wait to share it with American consumers”, said Jorge Ortega, manager and cofounder of Newlink America.
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