But the more time you spend in the Cocora Valley, nestled in the central Colombian coffee growing region (la zona cafetera), the more the scenery unfolds.

BBC: Colombia��s valley of the palms

The Colombian Coffee Federation said its country's high-end growers have begun planting corn and other crops as a way of diversifying incomes, and that most have been reinvesting by replacing old coffee plants with newer, more productive ones.

WSJ: Coffee Growers Forge a Futures Recovery

The stores, which have airy interiors of Colombian wood, emphasise the quality of their coffee rather than trying to rival Starbucks as a social spot, according to Gabriel Silva, the federation's boss.

ECONOMIST: A new venture for a Latin American brand