Its souvenir-filled stores number 170 nationwide. There are 68 in other countries, from Spain to Chile to the United States, where a store does business a few blocks from the White House. If anything, the chain named after the iconic coffee farmer — a creation of a Madison Avenue ad firm in 1959 — has faced just one main challenge: getting Colombians, more accustomed to exporting their best coffee beans, to sip white chocolate cappuccinos and iced caramel macchiatos.
But now Juan Valdez has a serious competitor: Starbucks, which has 19,000 outlets in more than 60 countries. The Seattle chain, which in city after city has prompted cafes to close or remake themselves to survive, recently said that it plans to open 50 stores in Colombia in the next few years.
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