Twenty Colombian coffee grower associations took part in the HOTELEX Shenzhen 2025 fair, creating 957 trade contacts with Asian importers. This effort is part of the Ruta del Café strategy, aimed at expanding markets for specialty coffee producers. A key deal involved exporting 30 tons of coffee annually to China.
The involvement of 20 Colombian coffee grower associations at the HOTELEX Shenzhen 2025 fair in China yielded positive outcomes under the Ruta del Café initiative. Specialty coffee producers from Colombia forged 957 trade networks with potential buyers from nations including China, Japan, Hong Kong, Macao, South Korea, and India. These connections provide a strong foundation for medium- and long-term negotiations and business relationships.
Foreign Minister Rosa Yolanda Villavicencio Mapy emphasized: “These trade networks enable the strengthening of negotiation, distribution, and positioning processes for Colombian specialty coffees in Asia, opening new opportunities for small and medium producers.”
A standout achievement was a deal secured by a coffee grower from Rovira, Tolima, who agreed to export 30 tons annually of her specialty coffee ‘Tres Marías’ to Guangzhou, China. Furthermore, sample sales over the three-day event totaled a value matching the price of one ton of coffee exported to that market, underscoring the appeal created by promotion and tasting strategies.
Driven by the Government of Change, the Ruta del Café aims to enhance conditions for coffee farming families by accessing international markets, cutting out middlemen, and boosting sector incomes. Participants were chosen transparently, with plans for new destinations and calls in 2026 to involve more small and medium producers in these trade initiatives.