JUAN VALDEZ, THE AMBASSADOR OF COFFEE IN COLOMBIA
The National Federation of Coffee Growers is an organization that has represented coffee growers nationally and internationally since 1927 and is largely responsible for the success of its products around the world.
In 1959 they had the great idea of creating a character that would represent the 500,000+ Colombian coffee farmers by symbolizing tenacity and work philosophy, thus Juan Valdez was born. The advertising agency Doyle Dane Bernbach was in charge of designing this character and managed to turn Valdez into a symbol of Colombia for the rest of the world.
The Juan Valdez brand is a famous advertising landmark globally. The coffee grower accompanied by his mule, Conchita, is part of the logo that represents 100% Colombian coffee.
The fame of the character has led him to participate in multiple television programs, movies, and series. His first audiovisual appearance dates back to 1983 and since then 3 different people have embodied the figure of the farmer (every one of them with ample trajectory in the matter).
Without a doubt, if their coffee were not of excellent quality, it would not have achieved the success and fame that characterize it. In any case, it must be recognized that Juan Valdez is largely responsible for its worldwide recognition.