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Juan Valdez Cafe International (Colombia) to Accelerate International Expansion

12 Aug 2021 - Premium Colombian coffee brand Juan Valdez has announced the appointment of World Franchise Associates (WFA) as part of its plan to accelerate international expansion through franchising.

Sebastian Mejia Salazar, Juan Valdez International Vice-president explained that “Juan Valdez has appointed WFA with a view to developing the Juan Valdez franchise business model by identifying active and committed franchise partners in key countries in the Asia Pacific and Middle East regions.”

Mejía went on to explain that “the company's expansion benefits more than 540.000 coffee growing families and revenue supports sustainability programs for Colombian coffee growers of which 18,000 are direct shareholders.”

World franchise Associates COO Troy Franklin said “WFA is excited about the opportunity to support Juan Valdez with their international franchising expansion. Juan Valdez is a leading brand from one of the world’s leading coffee growing nations. We look forward to playing a role in helping to bring Juan Valdez products and services and their exceptional Colombian coffee to customers in Asia and the Middle East using their international franchise model”.

About Juan Valdez

Juan Valdez currently operates more than 460 stores in 15 countries and its packaged coffees are currently present across more than 10,000 points of sale in 33 countries.

Juan Valdez recognizes the labor and the effort made by the 540.000 coffee growing families by constantly positioning the Colombian coffee in the world. Also, the brand´s excellence begins with the manual selection of the best beans, which go through innovative logistics and production processes, thus ensuring the best product quality and maintaining all the characteristics of Colombian coffee.

Juan Valdez parent company Procafecol S.A. was established in 2002 with the objective of generating value-added businesses for Colombian coffee growers through the Juan Valdez®️ brand, which has four business lines: Specialized stores, packaged portfolio for retailing, institutional channels (HORECA – Foodservice) and e-commerce operations.

Juan Valdez is one of the most recognized and admired brands in Colombia, facilitating the expansion model to new markets around the world. For more information about international franchise opportunities with Juan Valdez please contact:

Troy Franklin

COO - World Franchise Associates


World Franchise Associates