Colombia’s coffee brand Juan Valdez will become the official coffee of the LA Rams, one of the oldest NFL franchises in the league. The partnership was announced by Green Coffee Company, the operator of Juan Valdez in the U.S. The agreement will see Juan Valdez be served at the SoFi Stadium in Los Angeles, were costumers will be able to enjoy hot coffee and cold brew coffee.
The partnership is internally considered as a ‘key step’ for Juan Valdez’s international expansion. As a brand that belongs to Colombia’s National Coffee Fund, Juan Valdez has a mission that goes further than selling Colombian coffee. The brand seeks to generate economic resouces that can be re-invested on development and welfare programs for Colombian Coffee producers.
Juan Valdez partners with LA Rams
According to Green Coffee Chief Revenue Officer, Ted Skodol, “this milestone demonstrates our commitment to bringing the best of Colombian coffee to discerning global consumers. The 100% premium Colombian coffee is here to captivate Rams fans. This announcement represents an important milestone in our mission to bring the best of Juan Valdez to the North American market.”
The partnership will also see Juan Valdez launch a special LA Rams coffee, as well as commercials and TV Spots with both the brand and some of the teams top players.
According to Juan Valdez’s manager in North America, Sebastian Mejia,“This collaboration represents an opportunity to continue showcasing the work of more than 550,000 Colombian coffee‑growing families,” he said, adding, “Being part of a team like the Los Angeles Rams is a powerful example of how far Colombian coffee can go when there is passion, purpose and a global vision behind it.”
The Rams say both brands are committed with exellence
Rams Chief Commercial Officer Jennifer Prince said, “Both brands ‘share a commitment to excellence and to inspiring their communities, which makes this alliance a natural collaboration.”
Per the agreement, digital and social media content will be created between both brands and will be distributed through the Rams official channels. One of these marketing campaigns is the ‘Recreate an Old Photo’ campaign, in which the Rams players recreate a series of iconic photos.
This, and other campaigns will aim to connect the Los Angeles team fan base with the history and origin of Colombian coffee.