Coffee War: Juan Valdez Moves To Costa Rica
The Colombian brand of coffee "Juan Valdez" which is recognized around the world made its debut in Costa Rica yesterday, amid a legal battle with local coffee marketer Café Britt.

According to the la Federación Nacional de Cafeteros de Colombia (Procafecol), the company that owns the trademark, Costa Ricans can now enjoy the premier coffee brand and will be sold in the MasXMenos, Automercado, Perimercado and Wal-Mart stores.

The coffee will be available in Orgánico, Cumbre and Colina.

The product launch was made at the Restaurante Saga en Escazú where Procafecol executives were positive that the Costa Ricans will welcome the new coffee option.

The battle between Café Britt and Procafecol is over some 300 t-shirts that Britt used with the slogan "Juan Valdez toma café de Costa Rica" (Juan Valdez drinks Costa Rican coffee).

The Colombians are suing Britt for some us$1 million dollars for the illegal use of the logo and design and is in the courts in Heredia.

On the other side, Britt has several claims against the Colombians, mainly for publishing in the Colombian press that the two companies had reached an agreement and that Britt would stop using the phrase and the Colombian claim that Britt used the logo and design in other marketing material.

With the entry of Juan Valdez in Costa Rica, Café Britt officials say they will not remain with their arms crossed and have plans to enter the Colombian market, though no plan details were announced.

Britt has been in operation in Costa Rica for some 22 years and exports Costa Rican coffee to Perú and the Caribbean, and is getting ready to open in Chile.