Coffee first came to Colombia in 1732. However, it was not effectively used as a commodity until the late 19th century, when it accounted for 50% of exports. Colombia recognized the importance of marketing and the value of a brand early on. The fictional farmer Juan Valdez is considered the representative of Colombian coffee and has served as a symbol for numerous marketing campaigns.
In Colombia, the non-profit and politically independent organization FNC plays an important role. It represents more than 540,000 coffee-growing families on national and international issues.
Colombian coffees have a wide variety of flavors that vary from region to region. They range from heavy bodies with chocolatey notes in the north to fruity sweetish varieties in the south.