The Juan Valdez brand, a global symbol of Colombian coffee, announced that it will begin producing 100% Colombian coffee in Spain, marking a milestone in its international expansion strategy. The news was officially confirmed by German Alberto Bahamon, CEO of the National Federation of Coffee Growers (FNC), through his X account, where he emphasized that this project represents a significant step forward in the internationalization of Colombian Coffee.
“With the vision of the National Federation of Coffee Growers of Colombia and its company Procafecol, licensee of the Juan Valdez brand, today we take a strategic step in our internationalization: bringing Colombian Coffee to the heart of the Spanish home.
Internationalization is not an exercise of presence. It is an exercise of depth.
It is not about being. It is about belonging,” Bahamón wrote.
The announcement is part of an alliance between the FNC, Procafecol, and the LUX Group, a company operating in Europe through its subsidiary Merica. The agreement includes establishing operations in Valencia, where exclusively Colombian coffee will be roasted and packaged to adapt the product to the habits and preferences of the Spanish consumer.
Spain, the new European hub of Colombian coffee through Juan Valdez
The project in Spain represents a strategic transformation. Until now, Juan Valdez exported finished products from Colombia, but with the new plant in Valencia, the company will be able to adjust roast profiles, formats, and presentations according to the local market, where domestic preparation methods and a preference for darker roasts are predominant.
Producing in Spain will also reduce logistics costs and allow for more efficient distribution in supermarkets, specialty stores, and digital platforms throughout the country. For the brand, which already operates cafés in Madrid and Barcelona, this step marks a transition from a tourist-focused presence to becoming part of daily household consumption in Spain.
The FNC has emphasized that this move aims for deep market integration, allowing the brand to compete with both local and multinational companies in one of Europe’s largest coffee markets.
An expansion is also advancing in Chile
The project in Spain coincides with another major milestone for Juan Valdez in Latin America. On March 3, 2026, Procafecol announced a strategic alliance with Copec, one of Chile’s leading energy and retail companies, to strengthen the brand’s presence in that country.
As part of the agreement, Copec acquired 70% of Juan Valdez’s operating rights in Chile, while Procafecol retains the remaining 30%. The goal is ambitious: to double the number of stores, increasing from 28 to around 60 in the medium term.
In addition to expanding in major cities and intermediate regions, the alliance will allow Colombian coffee to enter Copec’s network of convenience stores and service stations, making it more accessible to consumers nationwide.
The partnership represents a strategic synergy: Copec provides its extensive distribution network and retail expertise, while Juan Valdez strengthens its position as a premium brand and emblem of Colombian coffee identity.
A global strategy to strengthen the country brand
The expansion in Spain and Chile reflects a broader internationalization plan that seeks not only presence but permanence and meaningful impact. While the United States and Mexico have consolidated their markets through cafés and retail operations, Spain becomes the first local production hub in Europe, and Chile emerges as a model for accelerated growth in the Southern Cone.
Both initiatives reinforce the image of Colombian coffee as a premium product and are part of a diversification strategy that prioritizes consumer proximity, competitiveness in demanding markets, and the strengthening of Colombia’s country brand.