Juan Valdez was a fictional character representing the Colombian coffee farmer that appeared in advertisements starting in 1959. Over the years, the fictional character acquired a life of its own. The advertising creation left the drawing board long ago to become a real person.
Today, the advertising image survives unchanged, younger and more appealing from generation to generation fulfilling the role of icon for Colombia and for coffee in general. Juan Valdez and his mule, Conchita, appeal to crowds, young and old, around the world in their appearances. They really are Colombia's Ambassadors to the world.
Why the name Juan Valdez?
It was an easy name to pronounce and remember for non Spanish speakers.
The advertising agency Doyle Dan Bernbach (DDB Worldwide) created the character for advertising campaigns under contract with the National Federation of Coffee Growers of Colombia.
The goal was to distinguish 100% Colombian coffee from coffee blended with beans from anywhere else.
Originally, the fictional character was represented by Joe Duval, a New York actor, who traveled the world promoting Colombian coffee.
As the brand became more established, 100% Colombian coffee required authenticity all the way around.
Carlos Sanchez, a native of Fredonia, a small town in Antioquia, a major coffee producing region of Colombia, was selected to replace Joe Duval in the iconic role.
Carlos Sanchez lived as Juan Valdez for over thirty years portraying the Colombian coffee grower as an honest, hard working and traditional man.
Carlos Sanchez represented an early riser who would pick coffee and cross mountains picking the "richest coffee in the world." Carlos maintained an endearing demeanor that made him a crowd pleaser and the favorite iconic symbol to date.
With Carlos' retirement a few years ago, a new Juan Valdez arrived on the scene. The new iconic symbol, Carlos Castaneda, is also an actual grower and coffee lover.
Carlos Castaneda has the same mission as his predecessors when it comes to coffee traditions.
However, he represents a younger family-oriented image appealing to a new and growing generation of coffee drinkers adopting coffee as their beverage of choice. This new Juan Valdez has very big shoes to fill because the previous model, Carlos Sanchez, remains a favorite among many people.
Colombia truly has a very unique logo. The fact that it becomes real through the models that live as the fictional character for decades makes the character extremely believable and easy to accept as a real person.There is something very special about seeing Juan Valdez alongside his mule Conchita carrying sacks of harvested coffee beans.
Juan Valdez is such a recognized image that it even beat Ronald McDonald and the Energizer Bunny in 2005 when it was named to Advertising Week's Madison Avenue Walk of Fame in New York. This was a top public relations prize for a brand that continues to represent the best in coffee.
Colombian coffee growers rely on their coffee federation for success in addition to their crop flavor and quality:
In 1927, they formed their own federation to stabilize markets by buying up crops when prices fall. This created a safety net by guaranteeing demand and income.
The federation currently purchases about 25% of its members' beans, reselling them in grocery stores and coffee shops around the world.
One important function of the federation is to enforce quality standards to protect the national brand and that includes preserving the image of their famous icon.
A very interesting fact: every four years, a very large percentage of Colombia's 4 million plus small coffee growers travel miles in order to vote for representatives to a National Coffee Congress.
This is how they raise concerns about road building, schools in remote coffee growing regions that the government under serves, and requests for research assistance to breed new kinds of coffee beans and more.
Coffee growers, consumers, Conchita and his iconic owner all have something in common we share as well: the love for coffee! So, what about a nice cup of 100% Colombian Supremo?
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