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    Camilo Pacheco Guardela

    Founder | JUST Coffee Barcelona
    Camilo Pacheco Guardela

    Biography

    Colombian entrepreneur and founder of JUST Coffee, a purpose-driven café and coffee brand. After several entrepreneurial ventures, he set out to build a project that creates impact beyond the product. Growing up in Colombia, he understands the cultural value of coffee and its power to connect people and communities. Through JUST Coffee, he raises awareness about child exploitation in the coffee industry, while staying close to customers and attentive to new market trends.

    Sessions

    15:30h
    Keynote | The Coffee Stage

    Coffee lost the spotlight – and that is great news

    Andre Barretto
    Andre Barretto My Coffee Guide / Oatly Co-Founder and Brand Activation Manager Speaker
    Camilo Pacheco Guardela
    Camilo Pacheco Guardela JUST Coffee Founder Speaker
    Xavier Sánchez Taulé
    Xavier Sánchez Taulé - Speaker

    2026-03-23 15:30 2026-03-23 16:00 Europe/Madrid Coffee lost the spotlight – and that is great news

    This talk explores the new relationship between a generation of consumers and coffee. We will examine the silent return of the third place, cafés as spaces for connection, pause, and identity, and contrast it with an equally powerful trend: coffee stepping back from the spotlight, becoming an ingredient rather than an experience in itself. From matcha lattes to functional drinks and menus where food takes the lead, younger consumers are redefining what coffee means to them. Together, we will map where these two movements intersect, what they tell us about current consumer behavior, and what they imply for the future of coffee culture in Spain.

     The Coffee Stage
    Mon 23 15:30h - 16:00h The Coffee Stage Free access
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