Who is Juan Valdez

Juan Valdez represents more than 500,000 coffee-growers. Born in the heart of the mountains of Colombia where the sun and the secrets of the soil, combined with the passion and hard work of those "cafeteros", nurture each coffee bean to the peak of perfection. With his trusted friend Conchita always by his side, his mission is to symbolize the proudly kept traditions of those hard working men and women, who pick every bean by hand and are 100% committed to their families, their communities and the environment. Since 1959 Juan has been promoting Colombian coffee all over the world and ensuring that the most discerning consumers can always enjoy a cup of the Richest Coffee in the World®.

Juan's amicable figure transcends because he represents the values of endurance, authenticity, passion and perseverance of the "cafeteros". No matter what he is engaged in, he never stops being Juan: the pleasant and affable spokesperson of every "cafetero" who lets Colombian coffee speak for itself.

Every time you buy a Juan Valdez Cafe product you improve the living conditions of the Colombian cafeteros represented by Juan Valdez.

Thank you,

The Juan Valdez Cafe Team