Juan Valdez Café coffee shop

Juan Valdez Café is an international coffee shop chain and brand representing Colombian coffee growers. The brand was created by the National Federation of Coffee Growers of Colombia (FNC) in 1958 to promote 100% Colombian coffee globally, personified by the fictional character Juan Valdez and his mule, Conchita. The first Juan Valdez Café retail outlet opened in 2002 at El Dorado International Airport in Bogotá.

The coffee itself is grown and processed primarily in Colombia by over 500,000 coffee-growing families. The retail and commercial operations are managed by Procafecol S.A., which serves as the business arm of the FNC. Today, the brand operates hundreds of coffee shops worldwide and sells packaged coffee products in supermarkets and online, remaining one of the most successful examples of a producer-owned brand in the food and beverage industry.