“Origins” by Juan Valdez is aimed at “offering the experience of premium Colombian coffee” with a selection of grains from different regions of Colombia, explained Adriana Ochoa, of Procafecol. The new store serves coffees from Huila, Cauca, Santander, and Antioquia, prepared using new methods that offer new aromas, fragrances, flavors and bodies.
“We are in a permanent innovation process in hopes of allowing the consumer gets to know Colombian coffee better,” Ochoa explained.
Customers can interact with baristas during the grinding and drink preparation processes, or take part in tasting sessions with experts. The model will be introduced in other parts of the country as well as other countries, in what is considered to be a “journey into Colombia’s coffee culture”.
The new store is located in Bogotá’s Zona G, a trendy area filled with some of the city’s top restaurants and hotels.
The Juan Valdez brand, owned by the National Coffee Growers’ Federation of Colombia, a non-profit organization that represents more than half a million small coffee growers, was created in 2002; it currently has 170 stores in Colombia and more than 70 in other countries.