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Colombia: The Coffee Farmer Who Never Existed
Description
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...
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