In the mid-1990s, Luis Fernando Vélez was busy selling flowers.
In Colombia that wasn’t uncommon, since the fertile land near Medellin is flower-growing country. In fact, the country is one of the largest producers of flowers in the world. So the next time you receive or send flowers, those gorgeous blossoms might be from Colombia.
You could imagine that those flowers would be from Luis Fernando Vélez’s flower export company. But they won’t be.
You see, Vélez didn’t get that far with selling flowers. The problem was the coffee.