L&W counsels GCC on agreement with Juan Valdez
Latham & Watkins has counselled The Green Coffee Company (GCC) on the signing of an agreement with Juan Valdez for exclusive third party rights to sell Juan Valdez branded coffee in supermarkets and institutional retailers in the US and Canada.
GCC and Juan Valdez hope to leverage the iconic coffee brand to sell coffee from Green Coffee Company’s own supply grown on its more than 10,000 acres of coffee farms in Colombia and coffee that GCC will purchase from thousands of small farmers in the surrounding area to sell under the brand. This agreement will help all participating farmers in all regions of Colombia realise the value of selling products to retail and wholesale customers, rather than as pure commodities, in the US and Canada under one of the world’s most recognised coffee brands.
L&W’s team was led by partner Jeffrey Tochner (pictured). Partners John Slater, Carlos Ardila, Roderick Branch and counsel Marcela Ruenes advised on general corporate and securities matters.
