The paper offers the main findings within the research about persuasion of institutional communication of Juan Valdez on the perception of coffee growers and coffee consumers in Pereira and Armenia, in relation to its representativeness of a typical coffee grower within the Coffee Cultural Landscape. It uses Exemplification Theory (Brosius & Bathelt, 1994) and the Institutional Communication Theory (Lammers, 2011). It links the traditional media effects’ theory to the organizational communication strategy. Further, it uses comparative methods (Creswell, 1994).Institutional communication of Juan Valdez has not significant effect on the stakeholders analyzed. They do not see Juan Valdez representativeness of coffee farmers neither of Coffee Cultural Landscape.