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The grain is produced in Huila, Cauca and Norte de Santander by the Young Coffee Growers program.
Juan Valdez and James Rodríguez join forces in a special edition. Photo: Juan Valdez
DEPUTY EDITORUpdated:
The coffee brand Juan Valdez announced an alliance with the footballer’s ’10 Coffee’ James Rodríguez to launch a special edition of coffee in Colombia, the United States and Mexico.
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James Rodríguez, applauded against Romania. Photo:AFP
“This alliance unites two of the things that most represent me as a Colombian: soccer and coffee. I am excited to be able to bring, together with 10 Coffee, a proposal that connects with that passion that is lived on and off the field,” said James.
This initiative will exalt the work and dedication of the Colombian countryside, as it is made with coffee from from the departments of Huila, Cauca and Norte de Santander, harvested by the beneficiaries of the brand’s Jóvenes Renacer program.
In addition, the collaboration connects the player’s journey with the values that inspire the campaign and with the way in which millions of people experience football on and off the field.
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“Football is not only what happens on the field, it is everything that makes it possible. It is the preparation of the players, but also that of millions of people who organize their day around each match. That’s where coffee makes sense: in that previous ritual, in the conversation, in the expectation”said Lina Hoyos, CMO of Juan Valdez.
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This initiative seeks to strengthen the connection with families and new generations. Photo:CEET
As part of this initiative, Juan Valdez will also present a line of soccer spritzes with non-alcoholic coffee: Blue Curacao Mojito, Watermelon Mule and Coconut Mandarin, designed to refresh every moment of the season.
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