Strategic Alliance with Grupo Lux to Boost Growth
Colombian Coffee Gains Ground in Spanish Retail
Spain as a Key Hub for the European Premium Segment
Juan Valdez (Procafecol) is accelerating its growth in Spain through a strategic alliance with Grupo Lux Internacional. The partnership aims to strengthen the commercialization and distribution of 100% premium Colombian coffee within a dynamic market of over 42 million consumers.
An Alliance Driving Growth in Spain
Barcelona, 09/04/26
Juan Valdez (Procafecol) and Grupo Lux Internacional have finalized a strategic agreement to drive the brand’s expansion across the Spanish and European markets.
The operation combines the brand equity of 100% premium Colombian coffee with Grupo Lux’s expertise in commercial management, logistics, and production, aiming to enhance consumer proximity and accelerate brand development.
The agreement aligns with Procafecol’s international strategy of expanding the global presence of Colombian coffee through local partnerships. This model increases revenue for the National Coffee Fund via royalties, directly benefiting coffee-growing families.
According to Pedro Bouza, General Manager of Grupo Lux Internacional, the alliance will create a solid operational platform in Spain, integrating industrial and commercial capabilities to improve efficiency and prepare the operation for scaling across Europe
Premium Coffee Gains Market Share
The Spanish coffee market shows strong dynamism, with more than 42 million consumers and a daily consumption exceeding 66 million cups.
In this context, Colombian coffee reached over two million Spanish households in 2025, consolidating steady growth.
The premium coffee segment continues to gain prominence. Since 2022, it has added 1.5 million new purchasing households, becoming a preferred choice for nearly half of all consumers. Furthermore, average annual spending has reached €39 per household, a 58% increase compared to 2022.
This environment reinforces Juan Valdez’s positioning as a value-added brand, aligned with a growing demand for higher quality and certified origin products.
Spain: A Platform for European Growth
The alliance includes optimizing operations in Spain through packaging at the Grupo Lux plant in Valencia and distribution via Mérica, a firm specialized in Ibero-American products.
This model will improve lead times, expand coverage across thousands of points of sale, and increase efficiency in a highly competitive environment.
Commercialization begins this April with a portfolio including whole bean, ground coffee, and single-serve capsules, targeting both the retail and Horeca channels.
According to Camila Escobar, President of Procafecol, Spain is a strategic market due to its dynamism and rising interest in high-quality products. The agreement will establish a commercial platform to bring Colombian coffee closer to the European consumer.
Additionally, the operation paves the way for future expansion into other European markets, positioning Spain as a strategic hub for the brand’s growth on the continent.
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