Vision & Mission
OUR VISION
The most important feature of Juan Valdez coffee is that the coffee beans are handpicked and consist of 100% Arabica beans. Juan Valdez continues its operations as a non-profit organization under the National Federation of Coffee Growers of Colombia and has become a premium coffee brand.
OUR MISSION
Juan Valdez’s mission is to captivate the world with premium-quality Colombian coffee that creates value for Colombian coffee growers. With coffee beans handpicked by 540,000 families and its ongoing brand strategy, Juan Valdez aims to be a leading brand in its field.
