Who are we?

OUR HISTORY

Here begins a story that brings smiles—from the mountains to the farthest corners of the world—traveling a path filled with achievements, opportunities, and challenges that make us proud. We represent the very best of Colombian coffee, with a legacy that establishes us as one of the country’s most iconic brands.

20
02

On December 14, 2002, the first Juan Valdez store opened its doors at the El Dorado International Airport in Bogota, with which we began the materialization of the dream of making the work of Colombian coffee growers and the quality of Colombian coffee more visible.
20
05

We began our international expansion with the inauguration of the first Juan Valdez store in Washington D.C.
20
07

Committed to the development of our people and the ongoing mission of building a better country, the company launched its labor inclusion program—now its flagship initiative—to promote the inclusion of individuals with cognitive disabilities, in partnership with the Best Buddies Colombia Foundation.

We also released the first edition of the book “Juan Valdez: The Strategy Behind the Brand,” which tells the story of the value-driven approach developed by the National Federation of Coffee Growers (FNC) to position Colombian coffee. Its main goal is to benefit Colombian coffee growers throughout the entire value chain.
20
08

We continued our global expansion by exporting packaged coffee to Europe and Asia through partnerships with LAN and Marriott Hotels, and by opening new stores in Chile and Ecuador.
20
09

We reached 147 Juan Valdez stores and expanded our international presence with packaged coffee in more than 2,340 supermarkets.
20
12

We launched the “Amigos Juan Valdez” loyalty program.
20
13

We aim to strengthen our presence across different consumption moments. That’s why we inaugurated our first experiential store in Bogotá’s Zona G—designed to showcase new preparation methods and a wide variety of Colombian coffees, offering customers the experience of the perfect cup.

We also implemented “Memorable,” our employee development program, which focuses on cultivating soft skills and nurturing a sense of social responsibility among all our collaborators.
20
14

We opened our 200th store in the country.
20
17

We upgraded our information systems, enhancing the performance of the commercial “stores” channel.
20
18

We made changes to our organizational structure and reinvented the business to respond to new market competitors—without losing sight of our original purpose: supporting Colombian coffee growers and promoting premium Colombian coffee.
20
19

We launched our new corporate strategy aimed at strengthening the business and fostering an organizational culture that empowers our employees to drive the strategy and achieve results.
20
24

We currently operate 630 stores worldwide and have a presence in 40 international markets.

Procafecol S.A. was founded in 2002 with the objective of creating value-added business opportunities for coffee growers through its brand, Juan Valdez®, which operates across four business lines: specialty stores, large supermarkets, the institutional channel, and the e-commerce platform.

Our relationship with Colombian coffee growers is built through three key channels: first, by recognizing the quality of their coffee through the payment of a quality premium; second, by positioning Colombian coffee globally; and third, through our ongoing commitment to contribute to the National Coffee Fund (FoNC), which supports the development of public goods and the Sustainability in Action® programs of the National Federation of Coffee Growers of Colombia.

Over the past ten years, and thanks to significant investments, we have built a synergistic team with deep knowledge and experience. Today, we operate more than 300 stores in Colombia and over 100 internationally, leading the category in large supermarkets. Juan Valdez® Colombian Premium Coffee positions us as the most recognized and admired brand in the country, reinforcing our expansion model into new global markets.

Mission

Our purpose

Create memorable experiences for the world, centered around premium coffee of Colombian coffee growers, generating sustainable value.

Vision

Our vision

Multiply the company’s value by 3 compared to 2023 (in environmental, social, and economic terms).

At Juan Valdez a leader stands out for

Passion for talent

We are open to giving and receiving timely feedback. We empower and recognize others by setting an example and living our values.
Entrepreneurial Attitude

We constantly seek opportunities for improvement and generate ideas to solve problems. We make things happen.
Agility

We make timely decisions that benefit our customers. We adapt and learn quickly, always seeking practical solutions that add value.
Teamwork

We believe in open communication and information sharing to support sound decision-making. We value diverse perspectives and best practices to make better choices.
Results-oriented

We believe in pursuing challenging goals and achieving objectives while caring for the well-being of ourselves and others. We like to plan and prioritize to achieve results.

The values that guide us

Integrity

To guide all our actions by honesty, truth, justice, and cooperation—both in how we treat others and ourselves. It means doing what is right, even when no one is watching, and refusing to do what is wrong, even if everyone else is doing it.

Colombian way

Beyond being Colombian or not, it’s about embracing the identity and pride of living the most positive qualities that define Colombians: passion for what we do, kindness, spontaneity, sincerity, hospitality, creativity, drive, and hard work.

Service

A constant attitude of collaboration, always seeking opportunities to create memorable moments that brighten the lives of others. At Juan Valdez Café, service is expressed through quality, meaningful experiences, and a deep connection to our purpose.