Colombian coffee brand Juan Valdez opens in the Netherlands

Juan Valdez announces its entry into the Netherlands as a result of collaborative efforts with the Colombian Embassy in Amsterdam and the Federation of Colombian Coffee Growers.

The Colombian brand will be carried by one of the territory’s largest supermarket chains.

“Capitalizing on opportunities to expand our premium 100% Colombian coffee has been a priority for us as a company,” says Sebastián Meja, International Vice-President of Procafecol, the parent company of Juan Valdez.

“By strengthening our international presence and entering the Dutch market in collaboration with key allies such as ProColombia, the National Federation of Colombian Coffee Growers, the Colombian Embassy in Amsterdam, and the distributor, we are able to bring the best of our country to new palates.”

The company envisions itself as a benchmark for premium coffee in this country’s market.

“Juan Valdez is one of the most recognised Colombian brands globally, and its arrival in the Netherlands, one of the largest buyers of Colombian agri-food products, will contribute to Colombia’s continued positioning as the world’s leading producer of mild and speciality coffees that are distinguished by their origin and superior quality,” says Flavia Santoro, President of ProColombia.

The European coffee market has grown steadily in recent years, increasing by approximately 17% and accounting for 26% of global consumption.

Additionally, in 2020, the Netherlands’ per capita coffee consumption will reach 8.3 kilogrammes.

According to Juan Valdez, this was a once-in-a-generation opportunity for the company, which seeks to enter this new market and offer the experience and variety of indigenous coffees.

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