Juan Valdez signs U.S. coffee sales agreement with Green Coffee Company Roasting Magazine Daily Coffee News


The owner of the Colombia-based Juan Valdez coffee chain has announced a joint venture with Green Coffee Company, based in the United States and Colombia, to sell coffee in the United States and Canada.

Procafecol, a private company created by the Federation of Colombian Coffee Growers (FNC) to promote and operate the Juan Valdez coffee chain, announced that the deal will give Green Coffee Company the rights to produce and sell Juan Valdez brand coffee in supermarkets.

In an ambitious announcement, Procafecol said the deal is expected to generate $100 million in sales by 2030 while boosting Juan Valdez’s market share of Colombian coffee sold in the United States to 25%.

Procafecol President Camila Escobar said the deal represents a major move into the United States for Juan Valdez, which opened its first retail cafe in 2002 and has since expanded to nearly 600 cafes, including nearly 200 international ones. restaurants and 12 American cafes.

Columbia coffee

Escobar described Green Coffee Company as “[translated from Spanish] biggest Colombian Coffee Producer”, “has the necessary knowledge and experience in North America to strengthen the presence and distribution of our premium 100% Colombian coffee.

Escobar said:

Green Coffee Company is the largest coffee producer in Colombia and, in addition, has the necessary knowledge and experience in North America to strengthen the presence and distribution of our premium 100% Colombian coffee.

Financial terms of the agreement were not publicly disclosed.

Green Coffee Company is a portfolio company of Legacy Group, a Latin America-focused investment firm in which GCC founder Cole Shepard is a partner.

The coffee company, whose production base is located in Medellin, Colombia, has received more than $60 million in private investment since its founding in 2018 and has grown to become Colombia’s largest green coffee producer, according to the company’s own statement.

The company said it currently owns and operates 45 coffee farms covering more than 4,000 hectares in southwestern Antioquia. The company also said that “all coffee” is imported into the United States and “roasted in SQF certified state-of-the-art facilities.”


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