The character of Juan Valdez was created by the National Federation of Coffee Growers in 1960 and several decades later continues to be one of the most recognized names worldwide. In the mid twentieth century, the coffee market was led by roasters, who mixed beans of different origins to make their business more profitable. Colombia was not recognized as a producing country and it is here where the need for differentiation was born. The solution was simple: to create Juan Valdez as the visible face of a 100% Colombian premium coffee.

Juan Valdez and Conchita, his mule, became part of an ingredient brand strategy between the National Federation of Coffee Growers and Procafecol S.A., in which the consumer could recognize that his coffee had a Colombian origin if he saw these two characters on its packaging. This created immediate recognition and positioned the country as one of the best producers of Arabica coffee in the world.

It all began with the selection of a coffee grower that could represent his guild in a very competitive market. However, Juan Valdez was so well received that it became a brand that has left the name of Colombia high in the world; a country brand that has the purpose of exalting the work of 540,000 coffee growing families and that has generated a sense of belonging in Colombians.

Since 2002, the brand has had Juan Valdez stores, whose main objective is the sale of premium coffee in order to continue positioning this product as one of the great virtues of Colombia. Juan Valdez was born to captivate the world with the highest quality and flavor of its coffee, but without realizing it became the coffee of an entire country.