Colombia coffee producers focus on specialty markets and direct sales

In Colombia, there is a growing strategic shift toward specialty coffee and direct-to-consumer models to increase value for rural producers. In the Tolima department, coffee from Ortega recently reached a record price of US$75 per pound during an international auction, with the lot destined for Paris.

To support these high-quality products, the Casa Campesina initiative in Ibagué has established a commercial showcase to connect rural producers, associations, and entrepreneurs directly with consumers. By eliminating intermediaries, the project aims to ensure fairer prices and higher income for farming families. Since its launch in September 2025, the space has grown from 15 to approximately 45 coffee brands, alongside various other agricultural products from the Tolima region.