Eduardo Villota, the producer of the coffee judged the most exotic in the 2nd National Coffee Quality Competition held by the Colombian Coffee Growers Federation (FNC) in 2017, recently received the premium paid for it by a buyer at the competition's international auction. The Colombia, Land of Diversity competition seeks to encourage production of specialty coffee and showcase its diversity before international buyers. It is part of the FNC's strategy to add value to Colombian coffee growers and improve their profitability. For coffee growers, betting on the production of high-quality coffee bears fruit, said Villota, whose “most exotic” coffee sold for US$31 per pound. “Delivering this premium shows us that specialty coffee is undoubtedly of greater profitability to coffee farmers,” said Roberto Vélez, the FNC CEO. “This is a history of over 40 years and three generations,” Villota said. “My parents started, we continued, and now my children are the head of this great company. I'm still in charge of plantations, while they have dedicated themselves to grow the company, working on quality and innovation.” Café San Alberto, the company's trademarked coffee, has won international awards since 2011, Villota said. Since 2016, the FNC has been working on a single national coffee quality competition to give the Colombian origin to promote its presence to national and international buyers.