“Juan Valdez Cafe” by ctj71081 is licensed under CC BY-SA 2.0.
The owner of the Colombia-based Juan Valdez coffee chain announced a joint venture with United States- and Colombia-based Green Coffee Company for coffee sales in the U.S. and Canada.
According to an announcement from Procafecol, the private company created by the Colombian Coffee Growers Federation (FNC) to promote and operate the Juan Valdez coffee chain, the deal will give Green Coffee Company the rights to produce and sell Juan Valdez-branded coffee in supermarkets.
In an aspirational announcement, Procafecol said the deal is expected to generate sales of $100 million by 2030 while increasing Juan Valdez’s market share of Colombian coffee sold in the U.S. to 25%.
Procafecol President Camila Escobar said the deal represents a major inroad to U.S. for Juan Valdez, which opened its first retail cafe in 2002 and has since expanded to nearly 600 cafes, including nearly 200 international cafes overall and 12 U.S. cafes.
Escobar described Green Coffee Company as the “[translated from Spanish] largest coffee producer in Colombia” with “the necessary knowledge and experience in North America to strengthen the presence and distribution of our premium 100% Colombian coffee.”
Said Escobar:
Green Coffee Company es el mayor productor de café en Colombia, además, cuenta con el conocimiento y la experiencia necesaria en Norteamérica para fortalecer la presencia y distribución de nuestro café premium 100% colombiano.
The financial terms of the agreement were not publicly disclosed.
Green Coffee Company is a portfolio company of the Latin America-focused investment firm Legacy Group, in which GCC Founder Cole Shepard is a partner.
The coffee company, whose production operations are based in Medellín, Colombia, has secured more than $60 million in private investments since its founding in 2018, and has grown to become the largest green coffee producer in all of Colombia, according to the company’s own statements.
The company says it currently owns and operates 45 coffee farms spanning more than 4,000 hectares in southwestern Antioquia. The company also says that “all of its coffee” is imported to the U.S. and “roasted at an SQF certified, state-of-the art facility.”
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Nick Brown
Nick Brown is the editor of Daily Coffee News by Roast Magazine.
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