The Colombian ambassador, Eduardo Ávila Navarrete, pointed out that “coffee for Colombia is not just a drink, it is living culture.”
Coffee Master Spain was inaugurated last Tuesday, April 14, at the Colombian Embassy with the presence of the ambassador, Eduardo Ávila Navarrete, the director of the coffee initiative, Alba Lucía Reyes, and Natalia Bayona, Executive Director of UN Tourism.
“Talking about coffee for us Colombians is truly something wonderful for all that coffee means to a Colombian. Because since we were born we really have contact with coffee in the different regions from which we Colombians originate. This is a space that opens up to celebrate not only a flagship product of our country but also a culture, a history, and a way of understanding the world, which is Colombian coffee,” thus began his speech the ambassador of Colombia, Eduardo Ávila Navarrete, at the inauguration of Coffee Master, “the first route of Colombian specialty coffee in Spain, an initiative that is part of the coffee diplomatic strategy of the Ministry of Foreign Affairs of Colombia,” he pointed out.
The Colombian ambassador continued emphasizing that “we talk about a coffee of origin, organic, sustainable, and deeply linked to the development of the indigenous, Afro-Colombian, and peasant communities that cultivate it with dedication in regions ranging from the Sierra Nevada de Santa Marta to Cauca, passing through Huila and Santander. Today we present a route that connects Colombia with the world through culture, its territory, and above all, the talent of its people. From our cultural and coffee diplomacy, we work to position Colombian coffee not only as a product but as a comprehensive experience and an expression of our identity.”
After announcing the collaboration in this Coffee Master route with chefs Luciana Calle and Michelin star Edwin Rodríguez, Eduardo Ávila pointed out that “coffee for Colombia is not just a drink, it is living culture. It is present in our daily lives from the first cups of the day that we drink, often accompanied by panela in the regions and in the territory, to those spontaneous meetings where a simple but powerful invitation always arises, as we Colombians say, let’s have a tintico.
“Moreover, continued the ambassador of Colombia, coffee has consolidated as a motor for tourism development, especially in the coffee axis, where the experience on farms promotes community, sustainable, and deeply human tourism. Behind every cup of coffee, there are about 500,000 families in 23 departments across Colombia, committed to responsible practices, the environment, and building a more equitable future.”
Spain occupies a strategic position in our goal of strengthening the international positioning of coffee, especially Colombian specialty coffee.
Referring to Spain’s role as an importer of Colombian coffee, Eduardo Ávila emphasized that our country “not only consolidates as one of the main importers of green coffee in the European Union but also represents an expanding market, with consumers increasingly interested in high-quality, sustainable, and traceable products. In this context, Spain undoubtedly stands out as a privileged gateway for our Colombian specialty coffee in Europe. To put it into perspective, last year Spain imported more than 18 million kilos of Colombian coffee, worth over 132 million euros.
Next, the director of Coffee Master Spain, Alba Lucía Reyes, took the floor, indicating that “we have moved from experiencing (coffee) as a daily routine to making it an experience, to making it a bridge between territories, between culture, and between people. That is why today we are not presenting an event, but we are starting a journey, a real journey, a route in which we will take coffee lovers to their cafes to try their offerings, meet their baristas, and also learn about the origin of the coffee. But not only that, we also want them to participate in a real way, we want them to taste and vote for their coffee, to vote for that author life that their baristas have been working on. Because if we want people to value coffee, they have to learn to live it, to know it, and to understand it.”
“That is why, concluded Alba Lucía Reyes, this event is very different from all others, because this event aims for cafes to be the center. Because there, everything comes together, from the work of the coffee grower to the work of the barista, the roaster, and they meet with the final consumer. This is the event we want to start today in Madrid and Zaragoza, that is why we invite everyone to let themselves be carried away, to enjoy coffee, to taste it, to savor it, to smell it, because ultimately it is about that, a wonderful experience that we want to start functioning in Spain as it already does in Colombia.”
Coffee Master is a pioneering initiative in Spain dedicated to creating a solid and innovative community around specialty coffee, highlighting its value, diversity, and richness through an experiential event that connects coffee shops with the final customer.
Born 7 years ago in Colombia, it has consolidated as a meeting that allows exploring various cafes, tasting exclusive preparations, and learning the stories behind each brand, fostering loyalty, recognition of independent projects, and innovation in preparation methods.
For 15 days, the best coffee shops in Madrid and Zaragoza will be part of an experiential coffee tour in competition format, where each establishment will present its signature drink and creative proposal. The tour will include coffees from all over the world, guest roasters, specialized workshops, and activities that blend culture, education, entertainment, and community.
