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SearchThe new CEO has more than three decades of experience and has led Bogotá’s Movistar Arena since 2018. His arrival comes as Procafecol reports higher revenue but lower profit for the half-year.
Procafecol’s Board of Directors appointed Luis Guillermo Quintero Martínez as CEO of the company that operates Juan Valdez stores and sells packaged coffee in Colombia and other markets. He takes on the role after more than three decades in executive positions at domestic and multinational companies.
Since 2018, Quintero had served as general manager of Colombiana de Escenarios, operator of Bogotá’s Movistar Arena. During his tenure, the venue hosted more than 750 shows and welcomed over six million spectators, according to information released by the company and reported by the media.
Before leading the Movistar Arena, Quintero held executive positions at VTU de Colombia, Whirlpool Colombia, Mabe Colombia, Payless ShoeSource, and Sony Colombia, among other companies. At Payless, he led an expansion that included opening 75 stores in Colombia and five in Ecuador. At Sony, he worked on developing distribution channels and stores focused on direct-to-consumer service.
He holds a degree in business administration from Universidad EAFIT and a specialization in strategic marketing from CESA. His career combines experience in operations, commercial expansion, partnerships, and brand development—competencies that Procafecol associates with Juan Valdez’s growth and consolidation challenges.
The company has identified strengthening the brand’s value proposition, deepening its connection with consumers, and supporting its sustainable growth as priorities. These are corporate objectives announced alongside the appointment; available sources do not specify targets, timelines, or concrete changes to the strategy under the new management.
The appointment comes after Procafecol reported operating revenue of $480,253 million in the first half of 2026, an increase of 18.2% compared with the same period in 2025. El Colombiano reported that profit for the period fell from $13,602 million to $8,961 million, a decrease of approximately 34%.
El Colombiano attributed the reduction mainly to the increase in cost of sales associated with coffee prices and higher labor expenses. It also noted that efficiencies in selling expenses offset some of those pressures, without preventing a decline in operating profit and profit for the period.
Forbes, meanwhile, reported that the Latin America cluster—which includes Colombia, Central America, and South America—contributed $444,742 million, equivalent to 92% of total sales for the half-year. The publication also noted that growth in Colombia was supported by the traditional channel and supermarkets, while internationally the company opened locations in Argentina, Ecuador, and Paraguay.
These figures describe Procafecol’s results for the period reported: revenue growth does not mean an increase in profit. Nor do the figures, on their own, make it possible to predict the company’s future performance or the effects of the change in CEO.
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