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FNC’s CEO Determines Future Agenda with Leaders of Japanese Coffee Industry

Tokyo, March 30 2015(FNC Press)– As part of the Colombian Coffee Growers Federation’s (FNC) commercial strategy, Luis G. Muñoz, CEO of the FNC, will meet with leaders of the Asian coffee industry during the 10th Economic Committee Colombia-Japan, which he chairs during this week in Tokyo. Seeking to strengthen and deepen the commercial relationship between Colombia and Japan, Mr. Muñoz,  will also meet with senior executives from different coffee related companies including Coca-Cola Japan, Suntory, Mitsui, Key Coffee, Itochu and Mitsubishi; in addition to leading associations including All Japan Coffee Association and Specialty Coffee Association of Japan.

With more than 1.1 million 60 kilo Colombian coffee bags imported in 2014, Japan turned out to be the second largest buyer of Colombian coffee. As noted by Mr. Muñoz, by producing and promoting high value added products that increase the income of Colombian coffee growers, Japan went from being a mere buyer of green coffee to becoming a strategic partner for the FNC.

In addition to its appreciation for high-quality coffee products, the Japanese market is known for its dynamism and innovation in beverage preparation. The FNC has supported Japan’s initiatives through its different brands. One of the most relevant examples is Coca-Cola’s ready-to-drink Georgia Emerald Mountain, which is produced with the highest quality Colombian beans (Emerald Mountain).

Coca-Cola Japan recently launched a new campaign to promote its signature drink. Featuring the determination of Colombian coffee growers and the relationship between quality and origin, the campaign highlights all stages of Café de Colombia’s production process and the passion and effort that lie behind Colombian coffee growing. www.georgia.jp/product/emerald.html

Mr. Muñoz will also attend meetings related to the corporate agenda between Colombia and Japan, particularly in relation to the progress of the Free Trade Agreement between the countries. During Japan’s Prime Minister´s visit to Colombia in 2014, the trade talks made significant progress and the private companies of both countries want to maintain this momentum.


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