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Colombia’s Ministerio de Relaciones Exteriores convened ambassadors, international organizations, agricultural producers, and strategic partners in Bogotá on May 15, 2026, to present the Ruta del Café y Cacao, a government-led strategy that uses the diplomatic network to connect Colombian specialty coffee and cacao producers directly with international buyers, importers, and distributors. The session was organized in coordination with the Departamento Nacional de Planeación (DNP), Colombia Compra Eficiente, and the Servicio Nacional de Aprendizaje (SENA), with additional participation from the Agencia de Desarrollo Rural and the Unidad de Implementación del Acuerdo de Paz.
Between 2025 and 2026, the Ruta del Café y Cacao has participated in international trade fairs and multilateral venues in Asia, the Americas, and Europe, generating more than 1,200 commercial contacts and exports exceeding 100 tons. The strategy is coordinated through Colombia Nos Une, a directorate within the Ministerio de Relaciones Exteriores that oversees relations with Colombian communities and commercial networks abroad.
“This strategy is not limited to the promotion of a product. It is a tool of economic diplomacy, productive inclusion, rural development, and peacebuilding.” — Rosa Yolanda Villavicencio Mapy, Minister of Foreign Relations of Colombia
Foreign Minister Rosa Yolanda Villavicencio Mapy used the event to outline the government’s rationale for embedding agricultural trade promotion into foreign policy. “From the Ministry of Foreign Relations, we want economic diplomacy to translate into concrete results for the territories,” she said. “Foreign policy must have the capacity to open opportunities, connect markets, and contribute to the productive development of our communities.” She added that the strategy extends beyond product promotion: “It is a tool of economic diplomacy, productive inclusion, rural development, and peacebuilding.”
Natalia Irene Molina Posso, director general of the Departamento Nacional de Planeación, presented the Café Social program as a related mechanism designed to strengthen small agricultural producers. The initiative links public procurement policy with territorial development and small-scale coffee farming, creating demand channels within Colombia’s public sector for domestically produced specialty coffee.
Gloria Cuartas Montoya, director of the Unidad de Implementación del Acuerdo de Paz, addressed the relationship between coffee and cacao production and post-conflict territorial transformation. “You have all the entities that have been working on the implementation of the Peace Agreement and in the new processes being carried out, so that territorial peace finds in these two [commodity] lines paths of enormous value and projection,” she said. Cuartas also referenced recent engagement in Barcelona, where business operators and organizations expressed interest in awareness-building activities around Colombian coffee and cacao, citing the social and community dimensions behind those products.
A central element of the event was the participation of producers and associations from multiple regions of Colombia, convened by the Ministerio de Relaciones Exteriores through the Colombia Nos Une directorate. The participants included cooperatives and producer groups led by women, former combatants who signed the 2016 Peace Agreement, ethnic communities, and victims of the armed conflict. These groups presented their productive and commercial operations directly to diplomatic delegations attending the event.
The session also included a guided coffee tasting led by SENA’s Escuela Nacional del Café, during which attendees sampled specialty coffee varieties and received information on production processes and the characteristics that differentiate Colombian coffees participating in the Ruta del Café y Cacao. The tasting segment was designed to give diplomatic representatives direct exposure to the product profiles of the producers involved in the strategy.
Photo courtesy of Ministry of Foreign Relations of Colombia
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The city of Medellín is scheduled to host the second edition of the “WOBI on AI and Business Transformation” summit on April 28, 2026. The event, which will take place at Plaza Mayor, represents the sixth major collaboration between the Alcaldía de Medellín and WOBI since the partnership began in 2017. This year’s forum focuses on the integration of artificial intelligence into corporate leadership and operational strategy, reinforcing the city’s status as a Special District of Science, Technology, and Innovation.
Martha Lucía Maldonado Nieto, Managing Director of WOBI Colombia, detailed the evolution of the event series, noting that previous editions held between 2017 and 2019 attracted more than 4,300 business owners. “Since last year, we have shifted these digital transformation conversations toward an unavoidable topic: Artificial Intelligence,” Maldonado stated. She emphasized that the summit is designed to analyze how AI supports macro-management themes rather than providing purely technical instruction. “WOBI is not about providing technical content. Our goal isn’t to teach people how to operate a specific AI tool, but rather to support them in their roles as leaders.”
“We are certain that only by sensitizing our leaders will we achieve real changes in organizations.” — María Fernanda Galeano Rojo
The upcoming summit features a lineup of international speakers covering diverse facets of the technology. Terry Gutiérrez, the General Manager for Tesla (TSLA) in Mexico and Latin America, will present on leadership algorithms. Nathan Furr, a professor at INSEAD, is set to discuss using AI to scale business models. Other speakers include marketing expert Giuseppe Stigliano and Andrew Mayne, a former prompt engineer at OpenAI, who will provide insights into the development of ChatGPT. Maldonado noted that the curation of this content is managed by WOBI’s team in New York to identify global trends relevant to executive decision-making.
María Fernanda Galeano Rojo, the Secretary of Economic Development for Medellín, will also address the assembly on the role of “Cities that Think.” Galeano Rojo highlighted the city’s commitment to ensuring high-level technological discourse reaches multiple sectors of the local economy. “We will have 600 leaders, more than 70% of whom will be from our city,” Galeano Rojo said. “At the same time, we will have parallel activities where we will be talking with these same speakers, as well as with entrepreneurs and university students. What we want is for all this knowledge to reach different sectors of our city.”
The event structure has transitioned to a membership model as of 2024, though individual tickets remain available. Maldonado confirmed that the average cost for participation is approximately $1,990,000 COP. The summit aims to build on the success of the inaugural AI edition, which saw 800 attendees from 350 companies and has since been exported to Madrid and Milan. “Artificial Intelligence is not just another trend; it is a new reality,” Maldonado added. “It is going to change and impact us in much the same way that the internet at some point changed the way we function.”
The Secretaría de Desarrollo Económico continues to prioritize digital skills and AI training as part of its broader economic strategy. According to Galeano Rojo, the objective of the Alcaldía de Medellín is to use these international platforms to drive social and organizational transformation. “We are betting on digital skills training and AI training,” she remarked. “We are certain that only by sensitizing our leaders will we achieve real changes in organizations.”
The one-day academic session will begin at 9:00 AM. Key regional entities including Rappi, McKinsey, and Procter & Gamble (PG) were cited as background for the expertise being brought to the stage, reflecting the professional trajectories of the invited speakers.