Columbia is famous for coffee growing, though in output it is third in the world after Brazil and Vietnam. How it got there was a combination of the little guy beating out the big guy followed by an old fashioned uplifting Madison Avenue ad campaign. So slip on your smoking jacket, fill your pipe, take your first sip of your adult beverage and sit back in your most comfortable chair. Welcome to todays offering from The Philatelist.
This stamp shows a little progression in Columbia and then a reversion. The stamp issue lasted over a decade with the first printing carried out by the American Bank Note Company in the USA. My stamp is from that batch. In 1944 there was a batch printed locally by the Columbian Bank Note Company and even something called Lithographia National Bogotá. In 1949, the stamp was back to the American Bank Note Company with the stamp turning blue. No of the changes effect the stamps low value but I wonder the story there.
Todays stamp is issue A176, a 5 Centavo stamp issued by Columbia on March 3rd, 1938. It was an eight stamp issue in various denominations. According to the Scott catalog, the stamp in all it’s forms is worth 25 cents.
Coffee planting began in Columbia in the 1790s. It was a group of Catholic Priests that promoted the cultivation. In particular, a Priest named Francisco Romero would require coffee cultivation as penance. In 1808 the first export of Columbian coffee was made out of the port of Cucuta.
In the late 19th century, international coffee prices were quite high and the rich families of Columbia set up large slash and burn plantations to take advantage. To do so, they borrowed large sums of capital from abroad. In the early 20th century, there was both a a war in Columbia and a drop in the international price and lead to bankruptcy of the large scale operations. The industry was saved by a group of very small planters who formed a federation to get their high end arabica beans out to the world market.
In 1958 the coffee planters federation hired an American ad agency under William Bernbach. His motto was “Lets prove to the world that good taste, good art, and good writing can be good selling.” The federation was worried that their beans would be blended with cheaper beans from other countries and people would not realize how good the Columbian beans are. Bernbach came up with the fictional character of Juan Valdez who would be usually shown with his mule Cochita to represent positively the Columbian coffee planter. For 37 years Juan Valdez was played by Columbian actor Carlos Sanchez and since 2006 by real life coffee planter Carlos Casteneta. The branding is even popular in Columbia with 135 coffee shops named for Juan Valdez.
The coffee federation to show how important coffee planting was to Columbia and inspired by a sugar industry experience opened a Coffee Experience Park in 1995. As with stamp collectors these days, they found the park wasn’t interesting anyone under 40. To increase visitors, they acquired the old Zambezi Zinger roller coaster from an amusement park in Kansas City to attract the young at heart. Ugh.
Well my drink is empty. I wonder if Mr. Valdez has any suggestions for the next round. Come again soon when there will be another story to be learned from stamp collecting. First published in 2021.