Woman sipping steaming coffee from a red Juan Valdez enamel mug

More Than Coffee. A Nation’s Pride

Our connection to Colombian coffee growers is the soul of everything we do. We honor their craft by paying a premium for the finest beans, by carrying the story of Colombian coffee to every corner of the world.
Today, after years of passion, investment, and hard work, Juan Valdez is more than a name. With over 370 stores in Colombia and more than 630 worldwide, we are a symbol of Colombian pride — a living, breathing celebration of tradition, resilience, and the rich future we continue to build together. One cup at a time.

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 Café store opened in Bogotá, marking the start of our mission: showcasing the work of Colombian coffee growers and the exceptional quality of Colombian coffee.

  • 20
    05

    We began our international expansion with the opening of our first store in Washington, D.C.

  • 20
    07

    Committed to supporting our people and creating opportunities, we launched an employment inclusion program in partnership with Best Buddies Colombia, promoting workplace opportunities for individuals with cognitive disabilities.

    We also released the first edition of the book “Juan Valdez: The Strategy Behind the Brand,” which highlights the value-generation strategy developed by the National Federation of Coffee Growers of Colombia to benefit Colombian coffee growers throughout the value chain.

  • 20
    08

    Our global presence continued to grow as we began exporting packaged coffee to Europe and Asia and opened new stores in Chile and Ecuador.

  • 20
    09

    We reached 147 Juan Valdez stores and expanded our presence to more than 2,340 international supermarkets through our packaged coffee line.

  • 20
    12

    We launched our customer loyalty program, “Amigos Juan Valdez.”

  • 20
    13

    We strengthened our brand experience by opening our first experiential store in Bogotá, showcasing new brewing methods and specialty Colombian coffees. That same year, we introduced “Memorable,” a program focused on developing soft skills and social awareness among our teams.

  • 20
    14

    We celebrated the opening of our 200th store in Colombia.

  • 20
    17

    We upgraded our information systems, improving operations across our store network.

  • 20
    18

    We renewed our organizational structure and business strategy to adapt to a changing market, while staying true to our purpose: supporting Colombian coffee growers and elevating premium Colombian coffee worldwide.

  • 20
    19

    We launched a new corporate strategy designed to strengthen the business and encourage an organizational culture aligned with long-term success.

  • 20
    24

    Today, Juan Valdez operates over 630 stores worldwide and has a presence in 40 international markets.

  • 20
    25

    We opened our first store in Brazil and launched our first large-scale global brand campaign, and we signed a strategic partnership with Club Atlético River Plate and celebrated the victory of our barista Janer Pérez at the National Barista Championship.

Who We Are

Juan Valdez® was founded in 2002 with a single purpose: to create value-added business opportunities for Colombian coffee growers through the Juan Valdez® brand. Today, our business operates across four main channels: specialty coffee shops, retail stores, the institutional market, and our e-commerce platform.

Our connection with Colombian coffee growers is at the heart of everything we do. We support them in several ways: by paying a premium for high-quality coffee, by strengthening the global presence of Colombian coffee, and by contributing to the National Coffee Fund, which finances public goods and sustainability programs developed by the Colombian Coffee Growers Federation.

Over the years, and thanks to strategic investments, we’ve built a strong and experienced team. We now operate more than 370 stores in Colombia and over 630 worldwide, and we are leaders in the retail coffee category. Juan Valdez® Premium Colombian Coffee has become one of the most recognized and admired brands in our country, supporting our continued expansion into new markets around the world.

Mission

Our purpose

Our mission is to captivate the world with premium Colombian coffee. Empowering the growers who make it possible.

Vision

Our vision

Integrity, Colombianidad, and Service – Values we stand by. Passion for what we do and a constant spirit of collaboration.

The values that Guides us

Integrity

Integrity

We lead all our actions with honesty, truth, fairness, and cooperation—both in how we treat others and ourselves. Integrity means doing what is right even when no one is watching, and choosing not to do what is wrong even if everyone else does.

Colombian Spirit

Colombian Spirit

Beyond nationality, this represents the pride and identity rooted in the most positive qualities of Colombians: passion for what we do, kindness, authenticity, warmth, creativity, resilience, and hard work.

Service

Service

It is a mindset of collaboration—seeking opportunities to create memorable moments that brighten people’s lives. At Juan Valdez Café, service is expressed through quality, experience, and a genuine connection to our purpose.

Diversity

Diversity

We build diverse teams that represent different perspectives. We foster an inclusive culture where everyone can participate fully, and we create spaces that promote equity. We make sure people feel involved, respected, valued, and connected, generating growth and opportunities for everyone.