Juan Valdez Coffee Chain Announces US Expansion Plans

The Juan Valdez coffee chain is proceeding with its expansion strategy in the United States, aiming to increase its number of locations and consumer base. The company, owned by the National Federation of Coffee Growers of Colombia (FNC), a non-profit organization representing over 548,000 Colombian coffee-growing families, intends to reach 16 stores by the end of the year in cities including Miami and Orlando.

This expansion occurs within the context of a growing US coffee market. According to the United States Department of Agriculture, the US is projected to increase its coffee bean imports by 800,000 bags, reaching 22.3 million. In 2023 and 2024, the primary suppliers of coffee beans to the US were Brazil, Colombia, Vietnam, and Honduras.

Data from the National Coffee Association (NCA) and Grand View Research indicates that 67% of the US adult population consumes coffee daily, with 45% of that group choosing specialty coffee. The consumption of specialty coffee has seen growth, particularly among younger demographics such as Gen Z and Millennials, with approximately 66% of adults aged 25 to 39 who are regular coffee drinkers having tried specialty coffee within the past week.

Sebastián Mejía, Vice President of International Business at Juan Valdez, stated, “The United States represents considerable market potential for us, due to both the high number of coffee consumers and the increasing consumer interest in innovation, experience, and sustainability.”

Current Juan Valdez store locations include Miami International Airport, the Florida Mall in Orlando, CityPlace Doral, and International Drive. The company has announced plans to establish new stores in Miami Springs, near Miami International Airport; Fulcrum Orlando, a business center; Wynwood The Dorsey in Miami; and Sawgrass Mills in Sunrise.

Juan Valdez was established in 2002 by the FNC and is named after the long-standing icon representing Colombian coffee. In 2021, the company received B Corporation certification, an achievement of its social and environmental performance. The company’s business model aims to provide added value to Colombian coffee growers through brand recognition and royalty resources generated from global sales.

Headline photo: A Juan Valdez Coffee Shop in Jardines mall, Llanogrande, near Medellín. (@ Loren Moss)