Miguel Ruíz
Encyclopedia
Miguel Ruíz started a coffee
processing company which would later become "Jimenez & Fernandez, Sucrs, Inc." the makers of "Cafe Yaucono".
, began working in the coffee industry at a young age. His interest in that sector of agriculture
led him to establish a small coffee processing company in Miramar
, a section of San Juan. In 1896, Ruiz started elaborating coffee using rudimentary equipment. His small operation started to grow and he soon sent for his cousin-in-law, Tiburio Jimenez, who lived in Spain
. In 1911, Jimenez went to work and immediately, he too fell in love with the coffee industry. In 1912, tragedy befell upon the family and Miguel Ruiz died. He left the company in the hands of his family and Jimenez.
In 1914, Tomas Prado, from Yauco
was the owner of "The Coffee Co.". He created the coffee brand "Cafe Yaucono". Jimenez became interested in the brand and soon began negotiations with Prado with the intention of buying him out. In 1916, Prado sold "The Coffee Co." and its brand "Yaucono" to the heirs of Migul Ruiz. In 1917, the Ruiz family sold the company and Jimenez quit the company. Soon afterwards, Jimenez started his own company with Juan Fernandez which they named "Jimenez & Fernandez, Sucrs.".
In 1931, Juan Fernandez sold his part of the company to Jimenez. During this period the company was faced with limitations and hardships. The Great Depression
, hurricanes and World War II
almost completely bankrupted the entire coffee industry in Puerto Rico. Jimenez was forced to close his company on two occasions during this time.
When Jimenez reopened the company, the demand for coffee was so great that its sales soared. In 1957, Tiburcio's son Jose Enrique, began to work for "Yaucono" and in 1960, he was named Manager of the Sales and Marketing departments. Jose Enrique started a strong advertising campaign and in 1963 introduced the "Cafe Yaucono" character "Mama Ines", becoming one the biggest marketing symbols in Puerto Rican history. In 1965, Jose Enrique was named president and CEO of the company.
Miguel Ruiz died in San Juan, Puerto Rico
in 1912 and Tiburcio Jimenez died in 1975 in the same city.
Coffee
Coffee is a brewed beverage with a dark,init brooo acidic flavor prepared from the roasted seeds of the coffee plant, colloquially called coffee beans. The beans are found in coffee cherries, which grow on trees cultivated in over 70 countries, primarily in equatorial Latin America, Southeast Asia,...
processing company which would later become "Jimenez & Fernandez, Sucrs, Inc." the makers of "Cafe Yaucono".
Early years
Miguel Ruiz, who was born in San Juan, Puerto RicoSan Juan, Puerto Rico
San Juan , officially Municipio de la Ciudad Capital San Juan Bautista , is the capital and most populous municipality in Puerto Rico, an unincorporated territory of the United States. As of the 2010 census, it had a population of 395,326 making it the 46th-largest city under the jurisdiction of...
, began working in the coffee industry at a young age. His interest in that sector of agriculture
Agriculture
Agriculture is the cultivation of animals, plants, fungi and other life forms for food, fiber, and other products used to sustain life. Agriculture was the key implement in the rise of sedentary human civilization, whereby farming of domesticated species created food surpluses that nurtured the...
led him to establish a small coffee processing company in Miramar
San Juan, Puerto Rico
San Juan , officially Municipio de la Ciudad Capital San Juan Bautista , is the capital and most populous municipality in Puerto Rico, an unincorporated territory of the United States. As of the 2010 census, it had a population of 395,326 making it the 46th-largest city under the jurisdiction of...
, a section of San Juan. In 1896, Ruiz started elaborating coffee using rudimentary equipment. His small operation started to grow and he soon sent for his cousin-in-law, Tiburio Jimenez, who lived in Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
. In 1911, Jimenez went to work and immediately, he too fell in love with the coffee industry. In 1912, tragedy befell upon the family and Miguel Ruiz died. He left the company in the hands of his family and Jimenez.
"Cafe Yaucono"
Yauco, Puerto Rico
Yauco is a city and municipality in southwestern Puerto Rico located in the southern coast of the island by the Caribbean, south of Maricao, Lares and Adjuntas; east of Sabana Grande and Guánica; and west of Guayanilla. Yauco is spread over 20 wards and Yauco Pueblo...
was the owner of "The Coffee Co.". He created the coffee brand "Cafe Yaucono". Jimenez became interested in the brand and soon began negotiations with Prado with the intention of buying him out. In 1916, Prado sold "The Coffee Co." and its brand "Yaucono" to the heirs of Migul Ruiz. In 1917, the Ruiz family sold the company and Jimenez quit the company. Soon afterwards, Jimenez started his own company with Juan Fernandez which they named "Jimenez & Fernandez, Sucrs.".
Jimenez & Fernandez, Sucrs, Inc.
In 1921, the company, which was incorporated and renamed "Jimenez & Fernandez, Sucrs, Inc.", bought a lot in the Fernandez Juncos Ave. and built a two story building. The company operated in the first floor and the Jimenez family lived in the second floor. Jimenez married and had three children, among them Jose Enrique Jimenez.In 1931, Juan Fernandez sold his part of the company to Jimenez. During this period the company was faced with limitations and hardships. The Great Depression
Great Depression
The Great Depression was a severe worldwide economic depression in the decade preceding World War II. The timing of the Great Depression varied across nations, but in most countries it started in about 1929 and lasted until the late 1930s or early 1940s...
, hurricanes and World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
almost completely bankrupted the entire coffee industry in Puerto Rico. Jimenez was forced to close his company on two occasions during this time.
When Jimenez reopened the company, the demand for coffee was so great that its sales soared. In 1957, Tiburcio's son Jose Enrique, began to work for "Yaucono" and in 1960, he was named Manager of the Sales and Marketing departments. Jose Enrique started a strong advertising campaign and in 1963 introduced the "Cafe Yaucono" character "Mama Ines", becoming one the biggest marketing symbols in Puerto Rican history. In 1965, Jose Enrique was named president and CEO of the company.
Postscript
In 1985, "Cafe Yaucono" received the highest award from the Puerto Rico Product Association, the "International Award for Quality". In 1996, "Cafe Yaucono" received the "Commercial Prestige Award" from Spain. "Cafe Yaucono" controls 40% of the coffee market in Puerto Rico.Miguel Ruiz died in San Juan, Puerto Rico
San Juan, Puerto Rico
San Juan , officially Municipio de la Ciudad Capital San Juan Bautista , is the capital and most populous municipality in Puerto Rico, an unincorporated territory of the United States. As of the 2010 census, it had a population of 395,326 making it the 46th-largest city under the jurisdiction of...
in 1912 and Tiburcio Jimenez died in 1975 in the same city.