Procafecol appoints Luis Guillermo Quintero Martínez as Juan Valdez general manager

Procafecol’s Board of Directors appointed Luis Guillermo Quintero Martínez general manager on October 5, 2026. The company operates Juan Valdez stores and sells packaged coffee in Colombia and other markets. The new executive joins after eight years leading Colombiana de Escenarios, the operator of Bogotá’s Movistar Arena, and with more than three decades of experience at companies in different sectors.

The appointment comes as Procafecol seeks to expand Juan Valdez’s presence at home and abroad. Plans announced for 2026 include opening more than 90 stores; the company also plans to expand in Spain alongside Grupo Trinity, with the goal of reaching 140 locations there by 2030. These are objectives announced by the company, not results already achieved.

Experience in operations, retail, and brands

Since 2018, Quintero has led Colombiana de Escenarios and been responsible for the overall strategy and operations of Movistar Arena. According to media reports on his appointment, during his tenure the venue hosted more than 750 shows and welcomed more than six million spectators. His work included financial management, commercial partnerships, and brand positioning.

His experience also spans retail and distribution. At Payless ShoeSource, he led expansion in Colombia and Ecuador, including the opening of 75 stores in Colombia and five in Ecuador. At Sony Colombia, he developed new distribution channels and stores aimed at strengthening direct relationships with consumers. Earlier, he held executive positions at VTU de Colombia, Whirlpool Colombia, and Mabe Colombia, among other companies.

Quintero holds a business administration degree from Universidad EAFIT and a specialization in strategic marketing from CESA. Gabriel Sánchez Olea will take over his position at Colombiana de Escenarios, according to an announcement by BeatHub Entertainment cited by Infobae.

Higher revenue, but lower profit in the first half of the year

Procafecol reported operating revenue of COP 480,253 million in the first half of 2026, an increase of 18.2% compared with the same period in 2025, according to information published by Infobae and El Colombiano. By contrast, profit for the period fell by about 34%, from COP 13,602 million to COP 8,961 million.

El Colombiano attributed the decline mainly to higher cost of sales associated with coffee prices and increased labor expenses. Efficiencies in selling expenses offset some of these pressures, but did not prevent operating profit and net income from falling.

For comparison, the company closed 2025 with revenue of COP 863,453 million, 16.2% higher than in 2024, and net income of COP 21,991 million, according to Infobae. These figures cover the full year and should not be confused with the results for the first half of 2026.

The challenge: growing without losing the connection to origin

The new general manager’s role combines store operations with packaged coffee sales and international expansion. In the appointment announcement, Procafecol identified strengthening the brand’s global presence, consolidating its value proposition, and deepening its connection with consumers as priorities.

Quintero’s career includes managing brick-and-mortar chains, distribution channels, and customer experiences—areas related to these priorities. However, the available sources do not detail specific strategy changes or future results under his leadership. For now, the challenges are framed by the company’s announced expansion plans and a financial context in which first-half revenue growth coincided with lower profit.