Colombia: The Coffee Farmer Who Never Existed - The History of Fresh Produce

Why was the most famous coffee farmer in the world a Cuban-American opera singer from Havana who had never visited Colombia — and how did a fictional man with a mule named Conchita become one of the most successful advertising characters in the history of capitalism? What is the Federación Nacional de Cafeteros, the institution that built its own roads, its own bank, and its own merchant fleet to protect 540,000 smallholder families from the commodity trap? And how did a research centre founded in 1938 end up saving the entire Colombian coffee industry from a fungal epidemic forty years later?Join John and Patrick as they tell the story of Colombia and coffee — Juan Valdez, the parafiscal tax, and the real institution behind the fictional farmer...----------In Sponsorship with J&K Fresh.The customs broker who is your fruit and veggies’ personal bodyguard. Learn more here!-----------Join the History of Fresh Produce Club for ad-free listening, bonus episodes, book discounts and access to an exclusive chatroom community.Support us!Share this episode with your friendsGive a 5-star ratingWrite a review-----------Subscribe to our biweekly newsletter here for extra stories related to recent episodes, book recommendations, a sneak peek of upcoming episodes and more.-----------Instagram, TikTok, Threads:@historyoffreshproduceEmail: [email protected]