Situated in a broad river valley alongside the Rio Juticalpa, the town is a commercial centre for much of Olancho's ranching and agricultural economy.

Its Catedral de la Inmaculada Concepción, devoted to the immaculate Conception, is the cathedral episcopal see of the suffragan Roman Catholic Diocese of Juticalpa.

The Boulevard Los Poetas connects Barrio El Centro to the Olancho highway and receives Honduran intercity bus traffic.

Queso Olanchano a hard and salty cheese, and "Mantequilla Crema" white cream, are produced in great quantities at several dairies and exported throughout the country, the Central American region, and United States.

Because of its proximity to successful farms and its position on the only paved highway in Olancho, Juticalpa's economy has led to relative prosperity.

Residents knock down palm trees in the middle of the dry season (March and April) and enjoy the wine at the sites, or transport the beverage to the marketplace in plastic bottles.

The easiest place to find the drink is in the village of La Concepción, a few kilometers west of Juticalpa on the highway to Tegucigalpa.

Being the commercial centre of Olancho, Juticalpa is able to offer a variety of local cuisine based on fresh produce, dairy and meat.

The City's football team is Juticalpa F.C., nicknamed "Los Canecheros", the stadium is called Juan Ramón Brevé Vargas.