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Juan Valdez Café is a multinational coffeehouse chain based in Columbia that specializes in coffee retail. Its purpose is to become a member of the worldwide coffee restaurant business and promote Colombian coffee. 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.