Juan Valdez Café was born in 1959 and started of an advertising strategy in which their  function was to make that the Colombia's coffee was known worldwide,  the image that was used in this campaign was a man that represents the traditional  coffee planter with moustache and “poncho”, the name they choose in this image was Juan Valdez, the role of this man was made by Carlos Sanchez a real sower of coffee.

 This man started to travel for all the world, in different countries like United States, Canada, Japan and Norway. The campaign was very successful in these countries achieving the goal of desire to consume Colombian´s coffee.

Procafecol S.A. was created in November 2002 by the Federación Nacional de Cafeteros de Colombia (FNC) as a part of its strategy of added value. The objective was to create a company that would operate the Juan Valdez Café stores and that would be in charge of the marketing of the Colombian Premium Coffee products under the brand Juan Valdez.

So when they decided to return to Colombia in 2002, the company takes the decision of opening the first coffee shop in “El Dorado” airport. Here they sell a lot of products like coffee, and others to help in the marketing like clothing with the slogan of Juan Valdez.

Now there are more than 200 coffee shops in Colombia and around the world.