A Juan Valdez Cafe location in Alajuela, Costa Rica. Daily Coffee News photo by Nick Brown.
The Colombian coffee chain Juan Valdez is planning to open 16 more stores in the United States, in the Orlando and Miami markets.
The new stores will add to the existing nine U.S. Juan Valdez stores — five in Central Florida and four in South Florida — and will occupy high-profile locations in shopping malls and entertainment districts, according to the company.
Juan Valdez was created by the Colombian Coffee Growers Federation (FNC), which represents Colombian coffee farmers, to promote Colombian coffees domestically and abroad. The brand is owned and operated by FNC-owned Procafecol.
Procafecol launched franchising of Juan Valdez in 2011 to promote international expansion. The company did not say whether the new locations will be owned and operated by the company or by franchisees.
“The United States represents immense market potential for us, not only because of its high number of coffee consumers but also due to the growing trends in consumption that emphasize innovation, experience, and sustainability factors that are essential to us,” Sebastián Mejía, vice president of international business at Juan Valdez, said in an announcement of the openings. “At Juan Valdez, we offer a unique value proposition, featuring 100% premium Colombian coffee, an unparalleled in-store experience, a diversified product portfolio and more attributes highly appreciated by coffee lovers.”
According to Procafecol, there are currently more than 370 Juan Valdez stores in Colombia, plus more than 220 stores in 20 other countries.
Nearly a year ago, Procafecol announced it had signed a deal with the United States- and Colombia-based Green Coffee Company for packaged coffee sales of Juan Valdez products in the U.S., an attempt to further expand the Juan Valdez brand within the world’s largest coffee-consuming country.
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