Buencafé on tapping into the chilled coffee market and the further opportunities for growth in the emerging sector.
Situated in the heart of Colombia where the Andes mountains and fertile volcanic soils create ideal growing conditions for coffee, Buencafé aims to build a legacy that extends far beyond producing premium freeze-dried coffee.
For more than half a century, the producer has been trying to redefine what it means to do business with purpose in the global coffee industry. The company is owned not by private shareholders or multinational conglomerates but by more than 556,000 Colombian coffee-growing families, all united through the Colombian Coffee Growers Federation (FNC).
Mauricio Trujillo Diaz, General Manager at Buencafé, shares the impact of the unified vision of the company that was founded more than 52 years ago.
“Every bean processed by Buencafé is 100 per cent Colombian. This carries the weight of our legacy of quality, innovation, and the commitment to transform coffee into progress for the hands that grow it,” says Trujillo Diaz.
Buencafé’s business model is set up to ensure profits flow back into the coffee-growing regions, funding critical programs in education, health, infrastructure, and sustainability. This structure is designed to position farmers at the centre of value creation, reversing traditional supply chain hierarchies that can leave growers behind.
“From the highlands of Colombia to homes around the globe, Buencafé represents a powerful truth: when farmers are empowered as owners, entire communities grow stronger,” he says.
Cold and cool
In addition to its social impact, Buencafé aims to be a global leader in coffee innovation. Its latest breakthrough is a freeze-dried, cold-soluble product, engineered to meet ever-changing consumer preferences.
As the world has witnessed a rising demand for chilled coffee beverages, the new product has been developed to preserve the convenience of its classic freeze-dried crystals while also being dissolvable in cold liquids.
“While cold-soluble coffee products already exist in powder or agglomerated formats, our latest development brings this functionality to the classic freeze-dried crystal form,” says Trujillo Diaz.
“This innovation makes it easier than ever to enjoy premium coffee in iced lattes, smoothies, or simple cold brews – anytime, anywhere.”
The technology behind this product was built to serve both consumers and brands. It’s been integrated into Buencafé’s flagship brand, Café Buendía, as well as made available to private-label partners and beverage manufacturers aiming to tap into the surging cold-coffee market.
The cold coffee generation
Buencafé has been deliberate in its approach to its coffee offering, targeting the increasingly important Gen Z and Millennial demographics. It believes younger consumers are driving a transformation in coffee consumption habits, moving away from traditional hot coffee towards more versatile and refreshing cold options.
“Our product is ideal for at-home preparations and is in convenient single-serve formats for on-the-go enjoyment,” says Trujillo Diaz.
“It’s great for recipes with milk, fruits, or added flavours. It serves as a great base for smoothies and iced lattes. Not only does this offer flexibility, but it also provides a more affordable alternative to coffee-house iced drinks, often at a fraction of the price.”
According to Buencafé, its freeze-dried iced coffee sales hit the equivalent of 20 million servings in 2024. During the first half of 2025, this number had already reached 27 million servings, representing a 35 per cent increase in year-over-year volume. Trujillo Diaz says this sharp growth underscores Buencafé’s commitment to cold and high-quality instant products that can be made and prepared at home.
This trend has more room for market growth, too. The company’s research found three out of five consumers globally drink iced coffee at least once a week, and most of this happens outside the home. However, only one in seven at-home coffee drinks are cold, revealing a significant gap in the market.
“If you have a look at coffee shops, more than half of the coffee they sell is usually cold,” says Trujillo Diaz.
“We saw this shift as a chance to recreate that coffee shop experience at home, affordably and conveniently. The ready-to-drink (RTD) iced coffee market has also shown remarkable growth, with a 12 per cent compound annual growth rate over the past five years and approximately 160 new product launches last year alone.”
When developing the new product, Buencafé had to address a key technical challenge: retaining the sensory profile of freeze-dried coffee while ensuring it dissolves in cold water.
“That challenge became our inspiration. Innovation really drives our operations,” he says.
A different ready-to-drink
Compared to traditional RTD options, Buencafé believes its freeze-dried format has several advantages including: no need for refrigeration, which simplifies logistics; a long shelf-life without specialised storage; instant preparation with cold water or milk; being customisable via different flavours; and low cost for brands.
“It’s a smart solution for companies looking to innovate fast and scale globally, while keeping high quality and convenience at the core,” says Trujillo Diaz.
At the consumer level, Café Buendía continues to expand its footprint in key markets including Colombia, Ecuador, the United States, Spain, and China. The brand aims to be synonymous with 100 per cent Colombian origin, premium freeze-dried quality, and the cultural authenticity of Colombian coffee traditions.
Trujillo Diaz says Buendía Iced Coffee, now available in Colombia, embodies this commitment to innovation and accessibility. Designed with practicality and ease of preparation in mind, the iced coffee aims to bring the rich Colombian flavour to a chilled format.
“In every cup of Buencafé lies more than just rich Colombian flavour. It holds the story of resilience, dignity, and opportunity,” says Trujillo Diaz.
“Whether enjoyed hot or cold, Buencafé’s coffee connects people around the world with the growers who made it possible, and with a better, fairer vision for the future of coffee.” GCR
For more information, visit buencafe.com
This article was first published in the September/October 2025 edition of Global Coffee Report. Read more HERE.
