Juan Valdez is Colombia’s premium coffee brand — founded in 1959 by the National Federation of Coffee Growers and owned by more than half a million Colombian coffee-farming families. It is the only premium coffee brand owned by the people who grow it, serving 100% premium Colombian coffee from origins such as Nariño, Huila, Santander and Sierra Nevada.

Building the story of Colombian origin into an everyday coffee ritual through always-on content, store and product launches, and creator partnerships that turn first-time buyers into regulars.