The National Federation of Coffee Growers of Colombia plays a central role in developing and sustaining the country’s coffee industry, guiding quality standards, offering technical assistance, and strengthening global recognition for Colombian coffee. One of its major initiatives is Buencafé, a state-of-the-art freeze-dried coffee plant that transforms high-quality Colombian beans into premium soluble coffee. Buencafé exports widely and reinvests its profits into programs that benefit coffee-growing families. The Federation also created and manages the Juan Valdez brand, designed to spotlight 100% Colombian coffee internationally. Beyond packaged products, Juan Valdez operates an extensive network of coffee shops across Colombia and in key global cities. These stores showcase the country’s diverse coffee profiles, celebrate growers, and provide a direct commercial channel that increases value capture for producers. Through Buencafé and Juan Valdez, the Federation enhances competitiveness and supports the long-term sustainability of Colombia’s coffee sector.