The Green Coffee Company (GCC) has signed an agreement with Juan Valdez for the exclusive third-party rights to sell Juan Valdez-branded coffee in supermarkets and institutional retailers across the US and Canada. GCC and Juan Valdez expect to leverage the iconic coffee brand to sell coffee from Green Coffee Company’s proprietary coffee supply growing on its over 10,000 acres of coffee farms in Colombia and from the coffee that GCC will buy from thousands of smaller surrounding farmers to be sold under the brand. This agreement will help all participating coffee growers from all regions of Colombia to realize the value of selling products to retail and wholesale clients, rather than as pure commodity products, in the US and Canada under one of the world’s most recognizable coffee brands.
Latham & Watkins LLP represented the Green Coffee Company in the transaction with a team led by partner Jeffrey Tochner. Green Coffee Company is advised on general corporate and securities matters by partners John Slater, Carlos Ardila, and Roderick Branch, and counsel Marcela Ruenes.