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donations accepted.
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401 Main St., Vancouver. V6A 2T7 (604)665-2209
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DECEMBER 15, 1992.
blend of c o f f e e . But w a i t ! A d a r k man w i t h a l a r g e mustache i s l e a d i n g a mule out of h e r p a n t r y . What can t h i s mean? "The r i c h , f u l l mountain f l a v o u r of Columbian c o f f e e , hand-picked by people l i k e Juan Valdez," says a v o i c e on t h e TV. Who i s Juan Valdez? J u a n , o r a t l e a s t t h e image of him, i s a r e g i s t e r e d t r a d e mark. He e x i s t s o n l y i n t h e minds o f adv e r t i s i n g c o p y w r i t e r s , no more r e a l t h a n Aunt Jemima o r Uncle Ben. But t h e image of t h e happy c o f f e e p i c k e r s t r e t c h e s r e a l i t y i n more ways than one; I f he does p i c k c o f f e e , Juan i s probably among t h e 13 m i l l i o n Columbians l i v i n g below t h e p o v e r t y l i n e . He i s cheap l a b o u r t o a wealthy p l a n t a t i o n owner, & l i k e 66% o f Columbian f a r m e r s , he has no land o f h i s own. T h a t ' s because t h e r i c h e s t 4 % of t h e p o p u l a t i o n c o n t r o l s about 6 7 % o f Columbia' s p r o d u c t i v e farm 1 and.
Who Is Juan Valdez? , There i s a grim s t o r y behind t h e happy c o f f e e p i c k e r on TV. Have you e v e r s e e n t h e TV ad t h a t goes l i k e t h i s ? "Coffee anyone?" s a y s t h e n i c e l y d r e s s e d woman a s s h e e n t e r s h e r s p o t l e s s k i t c h e n . A l l i s normal a s s h e opens a cupboard i n s e a r c h o f h e r f a v o u r i t e
The s i t u a t i o n i n Columbia i s c h a r a c t e r i s t i c of many Third World c o u n t r i e s . Land t h a t was once used t o f e e d l o c a l people now grows c r o p s t h a t a r e s o l d i n 0the.r c o u n t r i e s . I t makes s e n s e t o t h e wealthy landowners because t h e y can make more money s e l l i n g c o f f e e beans i n Europe & North America t h a n t h e y can s e l l i n g lima beans t o t h e l o c a l p e a s a n t s . I t makes s e n s e t o many governments because t h e y d e s p e r a t e l y need t h e cash earned on e x p o r t c r o p s t o h e l p pay t h e i r f o r e i g n d e b t . I t makes l i t t l e s e n s e t o Juan Valdez who c a n ' t e a t c o f f e e , & o f t e n c a n ' t a f f o r d food t h a t must b e imported a t world p r i c e s . So Juan h a s a good chance o f being one A