Colombians Urged to Drink More and Better Coffee (Their Own)

By JUAN FORERO

BOGOTÁ, Colombia, May 28 - Colombia may assert proudly that it grows the world's best coffee, but Eva Celeita knows that most of her fellow Colombians do not know how to brew a decent cup.

On a recent morning, standing next to an overhead projector at the National Federation of Coffee Growers, Ms. Celeita carefully explained how to make espresso to a group of young baristas embarking on careers as counter clerks making everything from cappuccinos to mochas to frozen coffee drinks at the federation's new franchise, Juan Valdez cafes.

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