Who is Juan Valdez?

The Juan Valdez character was created in 1960 by the National Federation of Coffee Growers and continues to be one of the most recognized figures worldwide.

Juan Valdez and Conchita became part of a content branding strategy between the National Federation of Coffee Growers and Procafecol S.A., and when consumers saw these two characters on the packaging, they understood that their coffee was of Colombian origin. With the combination of the characters featured in the logo, instant recognition was achieved, successfully positioning the country as one of the world's best producers of Arabica coffee.

It became a national brand aimed at honoring the work of 540,000 coffee-growing families and creating a sense of belonging among Colombians. From 2002 to the present, the brand has continued its presence with its stores under the name Juan Valdez, maintaining its core purpose of selling premium coffee and positioning itself as Colombia’s finest coffee brand.

Juan Valdez was born to make the entire country fall in love with the highest quality and aroma of its coffee, but without realizing it, it became the coffee of the whole world.

Continuing its global expansion with experiential stores, Juan Valdez opened its first branch in Turkey in Harbiye, Istanbul on March 31, 2022, quickly becoming a favorite among coffee enthusiasts in the country. It continues to grow rapidly due to the strong demand it receives.

Increasing the number of its branches in Turkey day by day, Juan Valdez continues to move confidently toward becoming one of the world’s most preferred coffee brands with a total of 24 branches in Istanbul, Ankara, and Bursa, along with hundreds of stores in 33 countries, successfully carrying its motto “100% Premium Colombian Coffee” everywhere it goes.

Juan Valdez answers questions such as “what is the best coffee brand, what is the best coffee brewing method, how to understand the quality of coffee beans?” through the quality of its services and products.