On the Red Carpet, Great Taste Rules ... At This Year's Biggest Award Show, Hollywood Picks Juan

On the Red Carpet, Great Taste Rules ... At This Year's Biggest Award Show, Hollywood Picks Juan

Juan Valdez(R) Heads to Los Angeles to Help Perk Up the A-List - Before and After the Big Night

LOS ANGELES, March 3 /PRNewswire/ -- Even before they set foot on the famed red carpet, celebrities have attended dozens of parties in anticipation of the big night -- a fun yet exhausting task that leaves even seasoned stars in need of a pick me up. During this year's biggest award show, Hollywood is picking Juan Valdez(R), who handpicks the beans for 100% Colombian Coffee, making it the Richest Coffee in the World(R).

Juan Valdez, the dapper, yet self-effacing front man for Colombia's coffee growers, will be in Los Angeles on March 2 and 3 to provide celebrities with just the boost they need -- steaming hot cups of rich, smooth, 100% Colombian Coffee -- before and after the world's most-watched awards show.

According to legendary red carpet pioneer Melissa Rivers, this year it's as much about what's in your cup as who's on your arm. "Celebrities are invited to dozens of parties -- before and after -- the big awards shows. Just like me, all of them are looking for ways to fuel themselves beforehand and revitalize themselves the morning after."

To help celebrities maintain their edge in the days leading up to the event, the National Federation of Coffee Growers of Colombia will be pampering the celebrities and their guests with premium 100% Colombian Coffee, along with other coffee-themed goodies, at the Silver Spoon Hollywood Buffet, an exclusive, invitation-only event where celebrities come to receive the traditional awards show "swag." And to help Oscar winners recover the day after their big night, the unmistakable aroma of 100% Colombian Coffee will help them "perk up." All award winners will receive a congratulatory gift of pounds of coffee courtesy of Juan Valdez(R).

"Juan Valdez represents more than a half-of-a-million coffee growers who pride themselves on picking the best Arabica beans grown high in the Colombian Andes," said Gabriel Silva, CEO of The National Federation of Coffee Growers of Colombia. "So we thought it only appropriate that he hand-deliver fresh, rich 100% Colombian Coffee to those who are picked as the best of the Hollywood community."

About The National Federation of Coffee Growers of Colombia

The National Federation of Coffee Growers of Colombia is a non-governmental, non-profit organization entirely owned by more than 560,000 Colombian coffee growers. Established in 1927, it was the first institution to bring together all the coffee growers in a democratic organization, with the purpose of raising the standard of living for the coffee farmers and their communities through the cultivation and worldwide promotion of Colombian Coffee.

For more than 75 years, the Federation has promoted a sustainable coffee economy. Revenues from the sale of Colombian coffee products go back to the coffee growers and their families. Aside from providing their incomes, the Federation invests profits from the coffee sales into social programs that have improved the standard of living for more than 2 million people in rural Colombian coffee growing regions. Throughout the years, the country of Colombia, through the Federation, has developed thousands of miles of access roads, a safe and adequate water supply, schools, electrification, housing, health centers, and a number of coffee processing facilities.

Historically, Colombia has set the highest international standards for the quality of green coffee, with the Federation in charge of monitoring and controlling the quality of all Colombian coffee exports. The Federation also conducts research to improve the product and the farming and processing methods through environmentally sound means at the most advanced coffee research facility in the world, Cenicafe.

Source: The National Federation of Coffee Growers of Colombia

CONTACT: Matt Girgenti for The National Federation of Coffee Growers of
Colombia, +1-212-445-8388

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