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Juan Valdez


Juan Valdez is a fictional character that has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1959, representing the Colombian coffee farmer. He typically appears alongside his mule Conchita, carrying sacks of harvested coffee beans. He has become an icon for Colombia as well as coffee in general.

The advertisements were designed by the Doyle Dane Bernbach ad agency, with the goal of distinguishing 100%-Colombian coffee from coffee blended with beans from other countries. Juan Valdez was initially portrayed by Jose F. Duval in both print advertisements and on television until 1969. Jose Duval, died in 1993 at the age of 72.

Juan Valdez has been embodied by Carlos Sanchez since 1969 and voiced by Norman Rose. In 2006, Sanchez announced his retirement, and Carlos Castaneda, a grower from the town of Andes, Antioquia, was selected by the National Federation of Coffee Growers of Colombia as the new face of Juan Valdez. Wanted: Actor. Must work with mule., CBC News, May 31 2006

Related websites

Wanted: Actor. Must work with mule.

Official site

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This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article Juan Valdez


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