Luis Fernando S.



Over 20 years of experience in branding, marketing, sustainability, communication and intellectual property strategies. Focuses in creating and leveraging value out of strong sustainability policies, improving stakeholder engagement and increasing brand equity. Long term knowledge of coffee and tropical commodities industry from value chain to consumer market trends. Years of experience in developing key branding and business initiatives around regional products in the agricultural sector. Succesful examples include the Colom,bian flower industry and Specialty Coffee brands, including the development of Colombian coffee´s brand architecture and launch of Juan Valdez coffee shops, as well as digital advertising strategies and branding for Café de Colombia. Global experience in the field of Geographical indications and Intellectual Property strategy and valuation of intangibles. Strength in making sustainability initiatives and reporting part of corporate and communication strategies for diverse audiences. International speaker on topics related to Branding, Geographical Indications, Coffee industry, Institutions and Sustainability. Co Author of book "Juan Valdez the Strategy behind the Brand" and several articles on scientific trade media publications. Lead role in two Harvard Business cases.


  • development
  • sustainable development
  • farming / crops
  • market research
  • project design
  • colombia
  • Sectors
  • Funders
  • Countries
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