Coffee company Procafecol has reached an agreement with the Trinity investment group to accelerate the expansion strategy in Spain for its premium Colombian coffee brand Juan Valdez, which already has six shops in Madrid. The new joint venture formed by the two Colombian companies will have exclusive rights to open 140 new shops in Spain over the next seven years.

Through this agreement, the Trinity Group, which is the largest Colombian investor in Spain, will provide Procafecol with its experience in the retail market. The company has a presence in this industry through the Clarel chain of chemists, which it bought from the Dia Group in December 2023. It also has a presence in other industries, ranging from catering to logistics.

Brand internationalisation strategy
The President of Juan Valdez, Camila Escobar Corredor (on the left of the image), described this transaction as “the clear result of a strategic commitment shared by two Colombian companies that seek to realise the full potential of the Juan Valdez brand, promoting shared values such as Colombian culture, integrity, service and diversity. This partnership is essential for strengthening our connection with European consumers and allows us to take a major step in the brand's internationalisation strategy.

The first Juan Valdez shop opened in Bogotá in December 2002, and the first outside Colombia opened in Washington DC (United States) three years later. In 2008, it began exporting to Europe and Asia, arriving on the old continent with its own shop in 2022, when the first one was opened in Madrid.

Highlighting the work of Colombian coffee growers
Through the Juan Valdez brand, Procafecol, which was created in 2002, aims to highlight the work of Colombian coffee growers and the quality of Colombian coffee. Over 548,000 families make their living from this well-known brand.

Trinity Group President Omar Gonzalez Pardo (pictured right) said, "This partnership will allow us to continue to raise Colombia’s profile in Spain by expanding one of its most beloved brands and the one that best represents our coffee tradition – Juan Valdez. Through our business, we are acting as a bridge for the 548,000 coffee-growing families to bring more of their products to a market that values and recognises the exceptional quality of our coffee.”

^{Photo: Juan Valdez}