Juan Valdez Café parent company Procafecol has announced a strategic alliance with Grupo Lux Internacional, which will enable the commercialisation and distribution of its Colombian coffee in Spain.
The alliance includes optimising operations in Spain through packaging at the Grupo Lux plant in Valenca and distribution via Mérica, a firm that specialises in Ibero-American products.
The commercialisation of the portfolio including whole-bean, ground coffee, and single-serve capsules commenced in April 2026.
A key component of the collaboration is the popularity of Colombian coffee in Spain, with more than two million households in Spain reported to have consumed some form of Colombian coffee in 2025.
General Manager of the National Federation of Coffee Growers, Germán Bahamón, welcomes Juan Valdez’s focus on Spain.
“The alliance with Grupo Lux Internacional marks a decisive step in consolidating Juan Valdez’s globalisation strategy,” he says.
“Omnichannel balance is fundamental to scaling international operations. Therefore, we celebrate this alliance that integrates the value of Colombian coffee from its origin to its commercial development in a destination market.”
The news comes just weeks after a joint venture between Procafecol and the Trinity Investment Group was announced, which will see 140 new Juan Valdez shops opened over the next seven years.
Juan Valdez Café, based in Colombia, has grown since the opening of its first location in Bogotá in 2002 to now operate more than 600 locations around the world. It opened its first international location in the United States in 2005, and expanded to Europe with its first Madrid location in 2022.
Now, it is present in about 40 international markets.
Trinity is also a Colombian company, and is the largest Colombian investor in Spain, where it holds the rights to the Clarel chain of chemists, as well as other industries.
President of Juan Valdez, Camila Escobar Corredor, says collaboration with partners like Trinity Group will enable Colombian coffee to continue to elevate its standing worldwide.
“[This partnership] is the clear result of a strategic commitment between 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,” she says.
“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.”
Trinity Group President, Omar Gonzalez Pardo, says he hopes to “raise Colombia’s profile in Spain”, and help the 548,000 farmers the Juan Valdez brand represents.
“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,” he says.
Source: GlobalCoffeeReport
