Daily Coffee Report 11/4/26
Daily coffee report
StoneX Coffee Team
- Coffee
Colombia’s Coffee Chain Juan Valdez Names new CEO
Diana Delgado
Contractor
Colombia’s Coffee Chain Juan Valdez Names new CEO
Coffee Network (Bogota)-The Board of Directors of Procafecol announced the appointment of Luis Guillermo Quintero Martínez as the new general manager of Procafecol, the company responsible for operating and managing Juan Valdez coffee shops as well as selling packaged Juan Valdez coffee across domestic and international channels.
Quintero Martínez brings more than three decades of leadership experience at national and multinational companies across various sectors, with a career marked by business growth, expansion, brand development, innovation, operations, and the generation of distinctive experiences for consumers, Juan Valdez said .
As head of Colombiana de Escenarios, managing the iconic Movistar Arena, a state-of-the-art concert and entertainment venue, he had overseen a renaissance of entertainment—guiding the venue through more than 750 major events and opening its doors to over six million spectators. He also held leadership roles at Sony, Payless ShoeSource, Whirlpool, Mabe, and VTU. From his early academic foundation in business at Universidad EAFIT and strategic marketing at CESA, he had built a career around ambitious expansions, such as establishing seventy-five Payless stores across Colombia and five in Ecuador.
His challenge is to expand the brand’s global footprint, deepen consumer loyalty, and drive sustainable growth, all while honoring the origin and pride of Colombian coffee farmers.
He replaces Camila Escobar, who left Procafecol in April of 2026, to lead Colfuturo, the Colombian non-profit foundation that finances postgraduate studies—specifically master’s
In a recent interview with Coffee Network, Escobar, said Juan Valdez will work on the penetration of the brand into China, while its sights on entering China will begin in 2026. Escobar acknowledged that China is a market that poses serious challenges because of the different ways to do business.
In December, Juan Valdez announced it entered Brazil. The company along with a local franchiser SEB Group to have 300 coffee shops in the world’s largest coffee producer by 2034. Brazil’s per capita coffee consumption of around 5 kg/per year is a great place to expand Juan Valdez’s stores, Escobar added.
By mid-2026, Juan Valdez stood as a global enterprise with 680 active cafes—372 in Colombia and 308 across international markets. Its packaged coffee graced over 20,000 supermarket and big-box store aisles worldwide, supported by a network of nearly 110,000 traditional neighborhood merchants in Colombia, the company said after revealing first half financial results.
Revenue from ordinary activities grew fell 17.4% year-over-year, reaching COP 31.1 billion (US$9.718 million), compared to COP 37.663 billion in the same period of 2025.
Profits before paying income taxes totaled COP8.919 billion in the first half of the year, down from 19.03 billion in the same period last year.
Profits totaled COP5.662 billion in the first half of the year, down from 11.17 billion in the same period last year.
By Diana Delgado
Source: Juan Valdez
- Coffee
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