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Topic: news: Colombia Turns to 'Coffee Kola' and Energy Drinks (43 lines)
1) From: john
BOGOTA, Colombia (Reuters) - What would Juan Valdez have to say?
Tired of exporting low-value green coffee bags, Colombian coffee officials
want to diversify their product and plan to sell soft drinks and energy
drinks made from coffee beans.
Gabriel Silva, general manager of Colombia's Coffee Federation, said coffee
connoisseurs worldwide will soon start seeing on supermarket shelves "Coffee
Kola" -- a soft drink prepared with 100 percent Colombian coffee.
Silva also announced plans to make a sports drink also based on Colombian
coffee to attract younger consumers.
He did not give a date for the launch of the two new drinks but said they
are part of the Federation's drive to sell more processed coffee in search
of added value.
A can of Coca-Cola costs, on average, about 75 U.S. cents in the United
States. A pound of green coffee trades these days at about 65 cents at the
Coffee, Sugar and Cocoa Exchange -- a New York futures market which trades
coffee contracts.
With low global prices of coffee ruining growers, the Federation in recent
years has launched instant coffee, gourmet coffee shops and in 2004 plans to
begin selling abroad pre-measured coffee filter bags.
Each bag will have a price of 20 U.S. cents and will be prepared in a
specially made "Juan Valdez" coffee machine that will cost between $15-20,
Silva said. Juan Valdez is the happy-go-lucky, mustachioed fictional farmer
who has symbolized Colombian beans for decades.
Silva said he hoped to cash between $50 and $70 million in sales in the next
five years with the coffee bag idea.
john
Wake Up and Smell the Coffeehttp://www.drzeus.net/coffee


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