The Juan Valdez character was created by the National Coffee Growers Federation in 1960 and continues to be one of the most recognized names worldwide. The brand has continued its existence with its stores as Juan Valdez since 2002 and continues to position itself as the best coffee shop in Colombia by selling first-class coffee, which is its main purpose. Juan Valdez, which continues to grow globally with the experiential stores it has opened, has quickly become a favorite of coffee gourmets in our country by opening its first branch in Turkey in Istanbul on March 31, 2022. It continues to successfully keep its motto “100% Premium Colombian Coffee” alive wherever it goes.