BOGOTA – The presence of Colombian coffee continues rising in countries that recognize its unique qualities. Besides the increase in Colombian green coffee exports, Colombian value added coffees – including Juan Valdez Café, Buencafé Freeze Dried Colombian Coffee and specialty coffees – are conquering international markets by the minute.
Colombia has earned its reputation as the world´s best washed mild coffee producer and is now selling its coffee in more than 90 countries around the world. Saudi Arabia, Ukraine, Thailand, Brazil and Indonesia are among the 11 most recent markets.
The volume of Colombian coffee sales has also increased in the past few months. Between October 2012 and September 2013, coffee exports reached over 8.8 million 60 kilo coffee bags, meaning a 21% increase compared to the 7.3 million exported between October 2011 and September 2012.
This outstanding performance contrasts with that of neighbor coffee producing countries that have been severely affected by the coffee leaf rust fungus. Recent reports point out that Guatemala, Honduras and Costa Rica´s coffee exports decreased 10.6%, 62% and 21.3% respectively in the month of August.
According to the International Coffee Organization (ICO), as a result of the unflagging efforts of Colombian coffee producers and FNC´s initiatives towards the protection of Café de Colombia´s origin, Colombian coffee has received an average of 22% in premiums during the past few years compared to other mild coffees.
The share of value added coffees, including specialty coffees, in overall coffee exports has increased from 34% in 2011 to 38% between January and May 2013. Germany, Belgium, Canada, the United States, Spain, France, the United Kingdom and the Netherlands are among the main destinations for Colombian specialty coffees.
Additionally, coffees produced under international sustainability standards –Rainforest, 4C, and UTZ– have also registered a substantial increase. In 2008, over sixty-eight thousand Colombian producers followed sustainability protocols. In 2013 this figure rose to 162,857.
90,565 Colombian coffee growers are under the 4C verification standard. This makes Colombia the country with the highest 4C participation, surpassing Vietnam, Kenya, Indonesia, Peru and Brazil.
Juan Valdez
In February 2011, Procafecol S.A, the company that manages the Juan Valdez Café brand and coffee shop chain, launched its expansion program based on an international franchise scheme. Ever since, Procafecol has registered a dynamic growth regarding the opening of new stores and its presence in other countries.
170 of the 242 Juan Valdez Cafés, which are currently operating around the world, are located in 22 Colombian cities. The remaining 72 are located in the United States, Mexico, Aruba, Panama, Ecuador, Peru, Chile and Spain.
By the end of 2013, Procafecol expects to reach a total of 250 cafés throughout the world.
In year 2013, three cafés were opened in Mexico and three more are expected by the end of the year. Likewise, in only five months, eight cafés were opened in the Peruvian cities of Trujillo, Piura, Callao and Arequipa. A café will shortly be inaugurated in Cuzco and by 2015 thirty cafés are expected to be operating in the country.
Seven stores are currently open to the public in the United States, and in the next five years, Juan Valdez plans to open thirty new stores in south Florida. Similarly, Procafecol intends to increase the number of cafés in Panama from five to ten.
There are two Juan Valdez Cafés in Aruba, twenty-six in Ecuador, and thirteen in Chile. It is expected that between late 2013 and early 2014, the brand will begin operations in Guatemala, El Salvador, Costa Rica and Bolivia.
Another important goal is Juan Valdez´s expansion in the Middle East and North Africa. The brand is expected to reach Kuwait and Saudi Arabia in 2013 and open 40 new stores in upcoming years. Openings in Malaysia and the sultanate of Brunei are also expected.
Buencafé
After exporting 100% freeze dried Colombian coffee for 40 years, Buencafé is currently one of the leading players in the world´s freeze dried coffee industry.
Thailand, Korea, Taiwan, China, Indonesia, Saudi Arabia, Latvia, Poland, Ukraine, Belize, Bolivia and Costa Rica, are some of the 60 markets where Buencafé operates.
