Juan Valdez is a famous character that has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1959, representing the Colombian coffee farmer. 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. 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, and Juan Valdez's iconic appearance is frequently mimicked or parodied in television and other media.

The Juan Valdez character is used as an ingredient brand, to specifically denote coffee beans that are only grown and harvested in Colombia. There were 170 Juan Valdez coffee shops in 2008, 135 in Colombia and 35 shops in other countries. Juan Valdez brand coffee is available in Chile, Costa Rica, Ecuador, El Salvador, Mexico, Panama, Spain, and the United States at supermarkets and Juan Valdez coffee shops.

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