Colombian Juan Valdez is a character created in 1959 by Doyle Dane Bernbach agency commissioned by the National Federation of Coffee Growers in order to represent more than 500,000 Colombian coffee growers and their families.

The purpose of the logo is to identify and ensure the distribution of the brands they represent 100% Colombian coffee, for which it has invested in expanding its image nationally and internationally.

Since the beginning  the character of Juan Valdez has been embodied in three men who have led this brand and identity to different countries of the world, Juan Valdez made his first television appearance in 1983, being represented by Carlos Sanchez, who became for years the image of Colombian coffee in the world and was in effect until 2006 when the new role was played by Carlos Castaneda Ceballos a Antioqueño which fortunately is real Colombian coffee, coffee Now this young man has work to promote the coffee in Colombia the world.

In 2002, the National Federation of Coffee Growers launched the franchise Juan Valdez coffee shops. Currently has more than 200 stores in Colombia and also has locations in other countries in America, Europe and Asia.

In 2005, Juan Valdez was elected among 26 participants as the most important in the United States as part of Advertising Week (Advertising Week) in New York advertising icon.
In recent years the Procafecol SA in charge of the brand, has developed new products around the image including the Juan Valdez shops, where various areas associated with Colombia Coffee in different American countries and products are offered Europe mainly.

Coffee Juan Valdez is known for its excellent quality and variety, is the coffee that bears the signature of live more representative of Colombia icon, Juan Valdez, EU voted the 5th icon publicity more recognized worldwide for the Week Advertising (Advertising Week) in New York in 2005.

 

(wikipedia), (cafe), (http://www.juanvaldezcafe.com/es/historia).