Green Coffee Company raises millions to expand Juan Valdez retail in North America

Juan Valdez just got a fresh shot of capital behind the kind of growth coffee drinkers actually notice: more places to buy it. Green Coffee Company said it completed a multi-million-dollar fundraise to expand retail distribution for its licensed Juan Valdez packaged coffee in North America, a move aimed at making the Colombian brand more visible in grocery and specialty aisles across the U.S. and Canada.

The money matters because Green Coffee Company does not just hold a marketing agreement. Under the partnership signed in May 2024, the company has exclusive third-party rights to sell Juan Valdez-branded coffee in supermarkets across the U.S. and Canada. At the time, the companies said the goal was “exponential growth in mass consumption,” a clear signal that the play is scale, not niche placement. A separate company statement also said Green Coffee Company would use the Juan Valdez name for roasted coffee sales in North America and aimed to capture 25% of the expanding single-origin Colombian coffee market in the U.S. over 10 years.

That ambition rests on a much bigger operating platform than a typical brand-only licensing deal. Green Coffee Company was founded in 2017 and has built a business around farming, trading and roasting. The company has said it operates 10,000 acres of farmland and more than 13 million coffee trees in Medellín, Colombia. It has also been on a steady capital ramp, with more than $90 million raised from investors to date, including a $25 million round in June 2023 and a $15 million investment round in September 2024.

The North America push is not staying on the shelf. In September 2024, Green Coffee Company and the Chicago Cubs announced a multi-year partnership making Juan Valdez the official coffee of the Cubs and Wrigley Field. In July 2025, the company followed with a similar deal with the Los Angeles Rams. Those sports tie-ins gave Juan Valdez a public face in two major U.S. markets while the retail expansion was still taking shape.

Juan Valdez has also leaned into the market directly. In April 2025, the company said it was continuing its U.S. expansion plan and aiming to reach more locations with “100% premium Colombian coffee.” By June 2025, Sebastián Mejía had been appointed general manager for North America, giving the region dedicated leadership as the brand worked to widen distribution.

For U.S. coffee buyers, the latest raise is a sign that Colombian-origin brands with real consumer recognition can still draw serious backing when the path leads to more stores, more shelf space and a bigger presence in everyday coffee routines.