VRAEM coffee producers showcase products at Ayacucho festival

Producers from the VRAEM region, including districts in Ayacucho and Cusco, are participating in the Ayacucho 2026 Gastronomic Festival. The event showcases regional products such as cacao, coffee, and local cuisine.

While the festival highlights the high quality and processing advancements of VRAEM coffee, experts note a lack of unified branding. Currently, the market is fragmented by numerous individual producer brands, which may hinder the region's ability to compete internationally. There are calls for producers to consolidate under a single territorial brand to build a recognizable global identity, similar to successful models like Colombia's Juan Valdez.