Juan Valdez Café is a multinational coffeehouse chain based in Colombia that specializes in coffee retail. Its purpose is to become a member of the worldwide coffee restaurant business, and promote Colombian coffee, which is reputed to be the richest coffee in the world ₢. It was created by Colombia's National Federation of Coffee Growers through Procafecol S.A.; the latter being a company established in 2002. It was named after Juan Valdez, Colombia's longtime coffee icon and a household name in the United States.