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Coffe Shop Juan Valdez Launches Personalized Coffee Based on Surnames and Coffee-Growing Regions

By: Diana Delgado, Contractor

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Juan Valdez Launches Personalized Coffee Based on Surnames and Coffee-Growing Regions

Bogotá (Coffee Network) — The Colombian coffee brand Juan Valdez unveiled “The Flavor of Your Origin,” a new experience that uses artificial intelligence and demographic analysis to create personalized coffee blends based on consumers’ surnames.

The initiative will be available starting in May at Juan Valdez 1959, the company’s flagship store in Bogotá, and aims to connect consumers with Colombia’s coffee-growing regions through coffee recipes prepared in real time by a barista.

According to the company, the system analyzes historical records and public demographic sources to identify links between surnames and different coffee-producing regions of Colombia. Based on that data, the platform generates a percentage composition that translates into a customized blend of coffees from different origins.

The proposal is based on the idea that Colombians’ relationship with coffee extends beyond the country’s traditional coffee-growing regions. According to figures cited by the brand, based on 2023 data from Colombia’s statistics agency Dane, less than 5pc of the country’s population lives in territories historically associated with coffee production.

“With ‘The Flavor of Your Origin,’ we are transforming coffee into an experience that speaks to who we are. Each blend offers a narrative inspired by our roots and a unique connection with Colombia,” said Lina Hoyos, chief marketing officer (CMO) of Juan Valdez.

Each beverage also includes personalized packaging featuring the customer’s surnames, the coffee composition, and a narrative related to the coffee-growing regions represented in the blend. The experience also incorporates a digital component that will allow consumers to voluntarily share their results on social media.

The company said the platform was designed as an entertainment and sensory exploration experience, particularly aimed at connecting younger generations with coffee through a cultural and family-oriented perspective.

“The Flavor of Your Origin” will be available exclusively at Juan Valdez 1959, the brand’s first flagship store, conceived as an innovation hub centered on Colombian coffee.

Juan Valdez, created in 2002 by Colombia’s National Federation of Coffee Growers (FNC), currently represents more than 550,000 coffee-growing families across the country.

Promotora de Café de Colombia (Procafecol), operator of Colombia’s Juan Valdez coffee shop chain, posted lower net profit in the first quarter from a year earlier, amid signs of a slowdown in the Colombian economy and the increase of minimum wage in Colombia.

The company closed the first quarter with 679 active stores, including 374 in Colombia and 305 abroad, as well as a presence in 17,896 retail points across supermarkets and large-format stores in Colombia and international markets, Procafecol said in a filing to Colombia’s financial regulator, Superfinanciera.

Revenue from ordinary activities rose 22.9% year on year to COP237.166 billion  ($64.272 million), up from COP193.036 billion in the same period of 2025.

Operating profit fell to COP18.946 billion from COP21.839 billion a year earlier, while net profit declined to COP7.297 billion from COP8.095 billion.

By Diana Delgado

Source: Procafecol, Superfinanciera

 

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