They live on humble farms called “fincas” tucked into Colombia’s highlands and tapered valleys. They have preserved centuries-old traditions of cultivating coffee with great care and almost “personal” attention. They are the faces—some 566,000 coffee growers in all—and the spirit behind Juan Valdez.

Today, Colombia’s growers or “cafeteros” reflect a cultural diversity as rich and varied as Colombian Coffee itself—spread across the seven geographic areas and 86 microclimates in one of the world’s largest coffee growing territories. Yet, they are still, in a sense, all Juan Valdez. In their hearts. In their commitment to tradition and quality. In their passion for their craft.

That shared spirit was given a common voice in 1927 when Colombia’s cafeteros established the National Federation of Coffee Growers of Colombia—the first nonprofit, democratic coffee growing cooperative of its kind. The Federation’s longstanding mission has been to provide good working conditions, a fair income, social assistance and support to Colombia’s coffee growing communities.

The signs of progress today are everywhere in rural Colombia. They can be counted in terms of the thousands of miles of access roads, the safe and adequate water supply, rural electrification, the new schools and housing, the health centers and the coffee processing facilities.

The most important measure, however, is the human scale. The Federation’s efforts have improved the standard of living for millions of families, making possible life-changing opportunities and improvements. Today, the Federation is one of the largest, if not the largest, rural NGOs in the world.

The Federation also maintains stringent and exacting coffee standards by monitoring and controlling the coffee that is exported from the country. And by investing in research that develops new sustainable farming methods, the Federation protects the quality of Colombian Coffee while preserving the environment.

Recognized by Rainforest Alliance, Conservation International and others, the Federation’s work to create a sustainable coffee economy in Colombia is a source of pride. Methods of growing coffee are used to encourage wildlife and water conservation, reforestation, and an economically healthy environment for cafetero families.

Organic coffees are grown with an emphasis on renewable resources, and without use of agrochemical products such as fungicides, herbicides, insecticides or chemical fertilizers. Some of these coffees have even been cultivated organically for generations by special communities of Colombian indigenous peoples.

Other Colombian coffee communities have been applying conservation farming principles to protect and conserve the ecosystems, while providing a sustainable livelihood for their families. These practices address the conservation of soil, water and energy, management of pests and waste, and protection of the ecosystem and its wildlife.