Juan Valdez To Produce Colombian Coffee In Spain – CoffeeTalk

The Juan Valdez brand, a renowned emblem of Colombian coffee, has announced its decision to produce 100% Colombian coffee in Spain. This initiative marks a significant milestone in its global expansion strategy, as confirmed by German Alberto Bahamon, CEO of the National Federation of Coffee Growers (FNC). He emphasized the importance of this project for the internationalization of Colombian coffee, stating that it represents a strategic shift from mere presence to deep market integration.

The announcement highlights a collaboration between the FNC, Procafecol (the company licensed to use the Juan Valdez brand), and the LUX Group, which operates in Europe through its subsidiary, Merica. The agreement entails establishing a roasting and packaging operation in Valencia, specifically designed to cater to the preferences and customs of Spanish consumers. This marks a departure from Juan Valdez’s previous practice of exporting finished coffee products directly from Colombia.

The new facility will enable Juan Valdez to customize its coffee according to local tastes, which typically favor darker roasts and specific preparation methods. By producing locally in Spain, Juan Valdez aims to lower logistics costs and improve distribution efficiency across supermarkets, specialty shops, and digital platforms, thus transitioning from a predominantly tourism-focused presence to a brand integrated within Spanish households.

Additionally, the FNC has indicated that this move is part of their strategy to strengthen Juan Valdez’s competitiveness against local and international brands in one of Europe’s largest coffee markets.

In parallel, Juan Valdez is advancing its expansion efforts in Latin America, particularly in Chile, where it has formed a strategic partnership with Copec, a leading energy and retail company in the country. This alliance, announced on March 3, 2026, will see Copec acquiring 70% of Juan Valdez’s operating rights in Chile, with aspirations to double the number of stores from 28 to about 60 in the near future. This initiative will facilitate Colombian coffee’s entry into Copec’s convenience stores and service stations, further enhancing consumer accessibility nationwide.

Overall, both the Spanish and Chilean expansions reflect a comprehensive internationalization strategy aimed at solidifying the Colombian coffee brand’s global presence, ensuring not only visibility but also a lasting impact in the market. These efforts serve to promote Colombian coffee as a premium product while fostering competition, consumer proximity, and strengthening the national identity associated with the brand.

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