Colombia is a major player in the global coffee industry, but the coffee consumed domestically is often of lower quality due to the agro-export model and imports. However, younger generations are driving an increase in coffee consumption and a desire for quality. The coffee market is segmented by age groups, with older generations more likely to consume commercial coffee and younger generations exploring new possibilities. Importation of lower quality coffee from other countries is a way for processing plants to maintain low prices, but it makes it difficult for people to consume national products. Pablo Andrés Guerrero is promoting the consumption of specialty coffee and encouraging producers to add value by processing and selling roasted coffee within their communities.