The program began in 2017, as a result of the joint work between Procafecol S.A. and the ANDI Foundation (National Association of Entrepreneurs of Colombia), with a Special Edition kit of Café Renacer. With this Special Edition we sought to contribute to the construction of the country, extolling the stories of reconstruction and hope of the communities affected by violence in the different regions.

Later, in 2018, we made visible the story of hope and leadership of five young coffee growers from different areas of Colombia, through micro-lot coffees from Abejorral, Antioquia; La Celia, Risaralda; Rosas, Cauca; Urumita, Guajira; and Santa María, Huila. These young people received a higher price for their coffee and were able to benefit from technical training and life planning through the Renacer week.

In 2019, the Renacer program was recognized by the ANDI Foundation, USAID, Acdi/Voca, Portafolio and FSG (a leading international consultancy in shared value strategy) as one of the country’s 25 inspiring companies, that is to say, those companies that integrate social challenges into their business, reducing costs and mitigating risks, while boosting their competitiveness.
This same year we continued the work of the five young people from the 2018 edition, through a coffee buyback under the same conditions of a higher and differential price, as a platform for the alliance with purpose between Transmilenio and Juan Valdez.
Within the framework of this program, we created an alliance with the National Federation of Coffee Growers, the Bancolombia Foundation and Solidaridad Network to strengthen, for two years, the technical, productive, associative and environmental dimensions of the Women’s Association of Viotá and Tequendama- ASOMUCAVIT, from whom we bought more than 20,000 kg of coffee, under a gender equity approach. We guaranteed to buy coffee from these 22 women from the village of Bajo Palmar, Viotá (Cundinamarca) for the two years of the capacity-building project, at a higher differential price.

In 2020, we created an alliance with the technology company Penta Global (United States), Human Leap, ALMACAFÉ and the National Federation of Coffee Growers, to ensure the traceability of coffee with Blockchain technology, of the micro-lot coffee purchased from five young coffee growers from different parts of the country, (Samaniego, Nariño; Lourdes, Norte de Santander; Circasia, Quindío; Montebello, Antioquia; and Tuluá, Valle del Cauca), who were the protagonists of the special edition of the brand’s 2020 season.
In addition, in partnership with the Food and Agriculture Organization of the United Nations (FAO), Renacer worked with 35 young people from two coffee associations: 19 from Tablón de Gómez, Nariño, belonging to ASOPROCAFE; and 16 from Gigante, Huila, belonging to ASODESARROLLO. These young people, together with another group of young people from Santander, were the suppliers of the 250g bag of coffee blend for the special edition “Renacer” in 2020.

As part of the fourth edition of the Jóvenes Renacer program, we developed “Generation JNVLDZ,” a campaign by young people for young people. Together with the campaign, we launched a special edition of coffee grown by these young people, accompanied by an innovative graphic concept for its packaging and campaign, designed by Emilia Cano, an industrial design student at the Pontificia Universidad Javeriana, winner of a competition in which more than 50 young university students participated.
The project aimed to develop the digital and entrepreneurial skills of 60 young coffee growers from the municipalities of Hobo, Agrado, Garzón and Gigante, in the department of Huila, as well as strengthening good agricultural practices, enabling them to obtain better quality coffee and boost their marketing processes.

From the marketing side, we launched the Special Christmas Edition with coffee from young people from Huila who are part of the program. Likewise, 34 young people benefited from training in product photography and financial education.