The Colombian coffee chain, Juan Valdez, has celebrated the opening of its first location in Egypt. This inaugural establishment in the African country, near the Pyramids of Giza in the city of Giza, was unveiled on October 19. It marks a significant step in the company’s expansion strategy for the Middle East and Europe. The next Juan Valdez Cafe, already in the works, is set to welcome customers in Dubai.
Sebastián Mejia, Vice President of International Business for the company, stated, “Entering this new market represents an immense opportunity for Juan Valdez since Egypt is one of the countries with the highest tourism worldwide and with significant investment projects.”
With its entry into Egypt, Juan Valdez continues to showcase the splendor of the Colombian countryside, endeavoring to elevate Colombia’s name on the global stage. The company’s distinctive experience is characterized by offering unique moments of consumption with a wide array of products that evoke the best of Colombian coffee and its diverse origins, paying homage to the coffee traditions of each region.
The store’s opening in Egypt was realized in collaboration with Excellence Commercial Agencies and Franchise Management, their strategic partner in the region. With this support, Juan Valdez aims to introduce its range of roasted and freeze-dried coffees in leading Egyptian supermarket chains.
According to data from Euromonitor cited by the brand, Egypt boasts a coffee market volume of 25,000 tons, with a value close to $523 million. This makes it an extremely attractive market for the company looking to gain a foothold.
Juan Valdez’s immediate plans involve launching two additional branches in Cairo. The first is scheduled for the Heliopolis district in November, with another in the New Cairo area in December.
The company noted in a press release that it anticipates Egypt to evolve into a flagship market and play a pivotal role in establishing the Juan Valdez brand’s recognition in the Middle East and North Africa.
The International Vice President of the company commented, “Entering these markets is an immense source of pride for Juan Valdez and for Colombia because it provides us with the best platform to showcase the experience and quality of our 100% Colombian premium coffee in more corners of the world and among different cultures, along with all the coffee tradition of our country.”
At the heart of Colombia’s vibrant coffee industry stands an iconic figure, Juan Valdez, representing excellence in Colombian coffee. Established in 1959, the National Federation of Coffee Growers of Colombia created the character of Juan Valdez to symbolize the quality and pride of its coffee.
The journey of Juan Valdez commenced with the character’s creation in 1959 and his first appearance in an advertising campaign in 1960, alongside his mule Conchita. Juan Valdez’s image became synonymous with Colombian coffee beans, symbolizing the dedication and efforts of coffee growers.
The first Juan Valdez coffee shop opened in 2002 in Bogotá as a franchise, marking the beginning of a network of stores that has expanded throughout the country. This foray into the retail market not only contributed to the promotion of Colombian coffee but also created economic opportunities for local producers.
Juan Valdez’s international expansion took off in 2005 with the opening of its first store outside of Colombia in New York. Since then, the brand has made its mark in over 16 countries, including the United States, Spain, Chile, and Saudi Arabia. Its global presence has solidified Colombia’s reputation as a producer of high-quality coffee.
Juan Valdez has transcended the coffee cup to become a symbol of Colombia and its coffee, a remarkable accomplishment that underscores the passion and dedication of Colombian coffee growers.