Coffee Produced by Women in Cauca, Colombia: Where has Juanita Valdez Been?

In order to meet the demands of a European roaster interested in coffee produced by women, a Colombian coffee cooperative developed a female growers' program in 2000. Today this program has grown into an association of 390 women. This thesis evaluates how marketing strategies have impacted women's lives, gender roles, experiences of leadership, and expectations of improving profits as well as individual and communities living standards. In addition, it examines how women have taken advantage of gender equity, female leadership, and empowerment discourses as a marketing strategy. The lessons learned from the successes and challenges that these women have experienced is documented. This research examines how new circumstances and struggles have increased women's participation in coffee production and how these transformations have opened new opportunities for women in the market. The study is based on interviews with members of the Asociación de Mujeres Caficultoras Cauca, in the summer 2007