21/05/2026
From territory to global value
We shared a conversation at the Diplomatic Academy of Colombia with the 2026 class on coffee beyond the cup; coffee as soft power, cultural identity, and a tool for international relations.
Colombia is the world’s leading producer of washed Arabica, yet the challenge remains: moving from exporting raw material to building value through transformation, branding, and innovation, so more of that value stays in producing territories.
Behind every cup there is a family and a place. Recognizing this changes how coffee is understood and how it is positioned globally.