The National Federation of Coffee Growers of Colombia (FNC) created Juan Valdez in 1959 as a character who represents more than 500,000 families of Colombian coffee growers and their efforts to produce the product with high quality standards.
In 2002, the FNC created Procafecol SA, a company whose objective is to generate added value for coffee growers through the Juan Valdez brand. This entity is in charge of managing the Juan Valdez Café stores and other businesses related to the brand, including large stores and electronic commerce.
In a nutshellalthough Fedecafeteros owns the iconic brand, Procafecol manages it.
This is the story of Juan Valdez
Juan Valdez
On December 14, 2002, the first Juan Valdez store opened its doors at the El Dorado International Airport in Bogotá. “With it we began the materialization of the dream of making visible the work of the Colombian coffee grower and the quality of the coffee,” indicated the company.
In 2005 Juan Valdez began its international expansion with the inauguration of the first Juan Valdez store in the city of Washington DC
In 2007, “committed to the development of our people and the purpose of continuing to build the country, the company established the labor inclusion program and It becomes its flagship project to promote the inclusion of people with cognitive disabilities in alliance with the Best Buddies Colombia foundation. We launched our first edition of the book ‘Juan Valdez, the strategy behind the Brand’, which narrates the tactic of valorization of Colombian coffee developed by the National Federation of Coffee Growers (FNC), whose main objective is to benefit Colombian coffee growers. throughout the value chain,” adds the company.
A year later, in 2008, the company continues its global expansion, exporting packaged coffee to Europe and Asia in alliance with LAN (now LATAM) and Marriott Hotels and They open stores in Chile and Ecuador.
It was in 2009 when Juan Valdez reached 147 stores and “we managed to have an international presence in more than 2,340 supermarkets with our packaged coffee.” In 2012, the 200th store was opened in Colombia.
Till the dateJuan Valdez has 335 stores in Colombia, 133 international and they have a presence in 33 markets around the world. The company has points in countries such as Chile, Bolivia, Germany and even Dubai.
