The Colombian coffee brand Juan Valdez reached a historic milestone by inaugurating its first store in Brazil on Dec. 4, 2025. The new location, situated in Ribeirão Preto in the State of São Paulo, marks the beginning of an ambitious expansion strategy in the country with a goal of opening 300 stores over the next seven years. This milestone not only strengthens the company’s international presence but also positions Colombian coffee within the largest and most competitive coffee market in the world.
The new store is located in a region known for its strong coffee tradition, making Ribeirão Preto a strategic point for introducing the flagship product of Colombian coffee growers. According to Procafecol, the company that operates the brand, this expansion aims to directly connect Brazilian consumers with the quality of premium coffee produced by more than 550,000 Colombian farming families.
Colombian coffee Juan Valdez arrives in Brazil, the world’s largest coffee producer
Entering Brazil represents an unprecedented challenge and opportunity for Juan Valdez. The South American country is the world’s largest coffee producer and one of the main consumers of the beverage, with well-established local brands and a highly demanding market. Competing in this environment requires not only offering high-quality coffee but also differentiating the consumer experience.
The expansion strategy will be carried out through a sub-franchising model with local operators, which will accelerate the brand’s presence in key cities, especially in the State of São Paulo. According to Procafecol’s plans, the goal is to open approximately 300 stores over a seven-year period, consolidating a network that allows Juan Valdez to compete with traditional brands in the Brazilian market.
Entering the world’s largest coffee market also presents an opportunity to strengthen the identity of Colombian coffee as a premium product. In a country where coffee is consumed daily and high quality is deeply valued, Juan Valdez aims to stand out through its origin, traceability and the collective work of thousands of Colombian coffee growers.
An international expansion backed by global growth
Before entering Brazil, Juan Valdez already operated 653 stores worldwide: 373 in Colombia and 280 across international markets such as the United States, Spain, Mexico, Chile, Qatar and Ecuador. This global presence has allowed Colombian coffee to gain visibility and recognition across multiple continents.
The brand’s arrival in Brazil is especially significant: It marks entry into the region where the modern coffee industry was born and where much of the regional consumption is concentrated. For Procafecol, 2025 was a year of 9% sales growth, a performance that supports the viability and strength of its international expansion.
This new opening also reinforces the brand’s mission: To bring the aroma, flavor, and hard work of Colombian coffee growers to the world’s most important markets. In Brazil — a country that shapes many global coffee dynamics — the brand now has an opportunity to establish Colombian coffee as a symbol of quality and tradition.