Juan Valdez Coffee

Juan Valdez is the flagship brand representing Colombian coffee culture globally. It was established by the National Federation of Coffee Growers of Colombia (Federación Nacional de Cafeteros de Colombia) to promote the work of over 500,000 Colombian coffee-growing families. The character Juan Valdez and his mule Conchita have become iconic symbols of high-quality, 100% Colombian coffee.

The majority of Juan Valdez products are grown and processed in Colombia, ensuring that the value remains within the local coffee-growing communities. While the administrative headquarters are in Bogota, the brand operates through a network of international cafes and retail distribution channels across North America, Europe, and Asia, maintaining its status as a premium national treasure of Colombia.