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Juan Valdez is the iconic brand that represents Colombian coffee and the hard work of more than 540,000 coffee-growing families across the country. Created by the National Federation of Coffee Growers of Colombia in 1959, it was born with the goal of positioning and promoting 100% Colombian coffee in international markets, showcasing its origin, quality and tradition. The figure represents the Colombian coffee grower from the mountains: hardworking, proud, persevering and deeply committed to the land and to growing coffee. Through this image, the brand has conveyed not just a product but an entire coffee culture rooted in hard work, sustainability and the value of origin. Today, Juan Valdez is a global brand present in many countries, from the Americas to Asia and Oceania, bringing the essence of Colombian coffee to consumers around the world and establishing itself as a benchmark for premium single-origin coffee.

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Juan Valdez

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