U.S. chain Starbucks Wednesday opened its first cafe in Colombia -- a world famous coffee exporter -- apparently unafraid it will be like selling sand at the beach.
To gear up for a soft landing, the U.S. company teamed up with local company Nutresa, and picked a location in Bogota's exclusive Parque de la 93 for upscale appeal.
Starbucks "is looking to achieve a leadership position in the (Colombian) domestic market," a Nutresa statement said.
Colombia is the world's leading exporter of smooth arabica.
So in a country where people know their coffee, Starbucks has decided to sell 100% Colombian beans in all its Colombian outlets.
"For us, it is a point of pride that Colombia will be the first country in Latin America where all the coffee Starbucks serves will be 100% Colombian," said Carlos Gallego, head of Grupo Nutresa.
Colombia, with 47 million people, a booming economy and growing middle class, is an increasingly frothy market for international investors.