Juan Valdez works with Green Coffee Company

In a strategic move to expand its presence in North American markets, Procafecol, the company behind iconic Colombian coffee brand Juan Valdez, has signed a major agreement with Green Coffee Company Holdings (GCC). This agreement will enable the sale of Juan Valdez roasted coffee in supermarkets in the United States and Canada, with the expectation of reaching US$100 million in sales by 2030 and an approximately 25% share of the Colombian coffee market in the United States States will be reached.

The President of Procafecol, Camila Escobar, emphasized the importance of this agreement for the expansion of the brand in these countries. “We face a tremendous opportunity for growth and consolidation in North America, a market that is critical to us,” Escobar said. Recognized as the largest coffee producer in Colombia, GCC will bring its vast experience and knowledge of the North American market to strengthen the distribution of Juan Valdez’s 100% Colombian premium coffee.

“With GCC, we seek to enter major supermarket chains where we are not currently present, allowing us to generate exponential growth and significantly increase the visibility and sales of our product in the United States,” said Escobar.

This agreement comes at a time of transformation for the National Federation of Coffee Growers of Colombia (FNC), which is also redefining its business and operating model to achieve greater penetration in the US and Chinese markets. Germán Bahamón, general manager of the FNC, pointed out that sales of green coffee in China will increase by 224% by 2023, demonstrating the growth potential in the Asian market.

In addition to exploring new market opportunities for freeze-dried coffee through the Buencafé brand, FNC continues to expand its network of Juan Valdez coffee shops, with new openings both in Colombia and internationally. With a current total of 553 stores, of which 358 in Colombia and 195 abroad, the FNC aims to reach 1,200 stores by 2027, the year in which it celebrates its centenary.

This agreement between Procafecol and GCC not only strengthens Juan Valdez’s presence in the international market, but also underlines Colombia’s commitment to promote its premium coffee in the world and support the more than half a million producer families that form the basis of the country’s coffee industry. .

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