Colombian coffee brand Juan Valdez opens in the Netherlands

Juan Valdez

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

The Colombian’s brand will be present in one of the main supermarket chains in the territory.

“Capitalising on opportunities for the expansion of our premium 100 per cent Colombian Coffee has been a priority for us as a company,” says International Vice-President of Juan Valdez parent company Procafecol, Sebastián Mejía.

“Strengthening our presence at an international level and managing to enter the Dutch market hand in hand with important allies such as ProColombia, the National Federation of Coffee Growers of Colombia, the Colombian Embassy in Amsterdam and the distributor, allows us to take the best of our country to conquer new palates.”

The company envisages it will be a reference for premium coffee in the market of this country.

“Juan Valdez is one of the most recognised Colombian brands worldwide and its arrival in the Netherlands, one of the main buyers of Colombian agri-food products, will help to continue positioning Colombia as the main world producer of mild and specialty coffees, which stand out for their origin and premium quality,” says President of ProColombia Flavia Santoro.

The European coffee market has grown steadily in recent years, by approximately 17 per cent and representing 26 per cent of the consumption of this beverage in the world.

Moreover, during 2020, the per capita consumption of coffee in the Netherlands reached 8.3 kilograms.

Juan Valdez says this represented a unique opportunity for the company, which seeks to enter into this new market and offer the experience and variety of national coffees.

The Juan Valdez brand is the only coffee brand internationally recognised that belongs to coffee growers.

For more information, visit the Juan Valdez website.

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