Who we are?

OUR HISTORY

Here begins a story that draws smiles, from the mountains to the farthest corners of the world, traveling a road full of achievements, opportunities and challenges that make us proud. We represent the best of Colombian coffee, with a trajectory that consolidates us as one of the most important brands in the country.

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 purpose of continuing to build the country, the company establishes the labor inclusion program and 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, la estrategia detrás de la Marca” (Juan Valdez, the strategy behind the brand), which narrates the tactic of valuing Colombian coffee developed by the National Federation of Coffee Growers (FNC), whose main objective is to benefit Colombian coffee growers throughout the value chain.
20
08

We continued our worldwide expansion with the export of packaged coffee to Europe and Asia in alliance with LAN and Marriott Hotels, and we opened stores in Chile and Ecuador.
20
09

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

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

We seek to strengthen our presence in the different moments of consumption, which is why we inaugurated the first experiential store in Zone G, in the city of Bogota, the store design and its varieties of Colombian coffee are prepared with new methods, sharing the experience of the perfect cup of coffee. We executed the program for the development of our people “Memorable”, which seeks to cultivate in our work teams, soft skills and foster a social sense in all of our collaborators.
20
14

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

We reimplemented our information systems impacting the “stores” commercial channel.
20
18

We made changes in the organizational structure and reinvented the business, taking into account new competitors in the market, without losing sight of our initial purpose with Colombian coffee growers and Colombian Premium coffee.
20
19

We launched our new corporate strategy, with a view to strengthening the business and fostering an organizational culture in our employees that leverages the strategy and the achievement of results.
20
20

We currently have 335 stores in Colombia, 133 international stores and a presence in 33 international markets.

WHO ARE WE?

Procafecol S.A. was born in 2002 with the objective of generating value added business for coffee growers and its brand Juan Valdez® that has four lines of business: Specialized stores, large supermarkets, institutional channel and the e-commerce portal.

Our relationship with Colombian coffee growers is through various channels: the first is the recognition of the quality of their coffee through the payment of a quality premium; the second is the positioning of Colombian coffee in the world; and the third is the permanent commitment to generate value to the National Coffee Fund (FoNC) for the generation of public goods and the Sustainability in Action® projects of the Federation of Colombian Coffee Growers (Federación de Cafeteros de Colombia).

Throughout ten years and with important investments, we have been able to conform a synergic team with knowledge and experience; we have more than 300 stores operating in Colombia and more than 100 in the world, being leaders in the category of large supermarkets. Juan Valdez Colombian Premium Coffee positions us as the most recognized and admired brand in our country, consolidating our expansion model to new markets in the world.

Mission

Our purpose

We captivate the world with the premium coffees of Colombia
generating value to the Colombian coffee growers

Vision

Our vision

To be the most recognized Colombian brand in the world,
for its healthy growth and sustainable impact

At Juan Valdez a leader stands out for

Passion for talent

We are open to give and receive timely feedback. We empower and recognize others, being an example of putting our values into practice.
Entrepreneurial Attitude

We constantly look for opportunities for improvement, and come up with ideas to solve problems. We make things happen.
Agility

We make decisions in a timely manner for the benefit of the client. We adapt and learn quickly, and seek practical solutions to add value.
Teamwork

We believe in open communication and sharing information to make good decisions. We value knowledge of different practices to make better decisions.
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 direct all our actions towards honesty, truth, justice and cooperation, both in our dealings with others and with ourselves. It is to do the right thing, even if no one sees us, and not to do the wrong thing even if everyone else does it.

Colombianness

Beyond being or not being Colombian, it is the identity and pride of believing and living the most positive elements that characterize Colombians: Passion for what we do, kindness, spontaneity and sincerity, hospitality, creativity, drive and hard work.

Service

A permanent attitude of collaboration, looking for opportunities to create memorable moments that brighten the lives of others. At Juan Valdez Café, service is expressed through quality, experience and the connection with our purpose.