Juan Valdez is a fictional character and advertising coffee icon born in Madison Avenue in 1960. Juan Valdez is known worldwide for representing Colombia’s message of the richest and best tasting coffee beans.
Together with Conchita, the mule, the image of Juan Valdez is recognized by people from all cultures, languages, and ages literally anywhere on the planet. It is truly remarkable how the symbol of a small coffee farmer and his loyal mule have crossed borders and become permanent trans-generational symbols of Colombia.
When Juan Valdez turned 50 years old in August 2010, a birthday celebration for 100% Colombian coffee started that does not seem to have an end in sight. You can say Colombians know how to party or people love drinking coffee!
The birthday celebration started in the city of Pereira, the capital of Risaralda state (departamento) in the Eje Cafetero or the axis of Colombian Coffee Growers.Pereira is located in the western Andean mountain region of Colombia with mineral rich volcanic soil where coffee and many other agricultural products grow abundantly. The Colombian National Federation of Coffee Growers was founded in this municipality so it is fitting that the 50th birthday coffee party began here.
The celebration includes a video showcasing the most significant moments in the icon’s 50 year history. A very touching one is the moment when the former Juan Valdez, Carlos Sanchez, who had the iconic role from 1969 to 2006, handed the reins of Conchita to his successor, Carlos Castañeda.
Choosing a new Juan Valdez is a unique national reality TV contest like no other.
1. The selection process involved more than 30 finalists from thousands of Colombian applicants. The finalists were subjected to situations challenging their mental, intellectual and physical skills.
2. In addition, they were also closely monitored regarding their ethics, morals, and loyalty for upholding the highest image of Colombia as the country’s coffee ambassador.
3. The last part of the contest, for the handful of finalists who qualified, included black tie and high society events. This was very important: how would an ordinary farmer behave in social events, a regular requirement of the Juan Valdez job? In the end, Castañeda won hands down.
4. The current Juan Valdez, Carlos Castañeda, is a youthful and attractive 42 years old coffee farmer who has been very well received internationally.
Juan Valdez’ 50th birthday celebration is without end because it is on an ongoing tour around several cities in Colombia. In addition, the 50th birthday has become a reason for celebration in many international locations. Everyone likes to party! This is the case, particularly, when Juan Valdez and Conchita travel outside of Colombia which is quite often. As an icon representing more than 560,000 coffee farming families and a whole country, there is every reason to celebrate everyday by drinking great Colombian coffee!
The birthday celebration also serves another purpose. Colombia’s coffee growing axis consists of the states Caldas, Quindío and Risaralda. This region produces about half of the country’s annual coffee crop but accounts for only 1% of Colombia’s total land mass. Some of the finest coffee beans in the world come from this region. The terrain is beautiful, green valleys, snow-capped Andean peaks, temperatures that are ideal and very hospitable people.
Yes, Colombia has had a negative reputation in the past. Like any other country it has its share of problems. However, the economic development and recovery nationwide is impressive. The agricultural, textile, industrial, mining, and services industries are very strong economic performers. For example, the city of Medellín, once synonymous with the drug trade, is now one of the safest cities in the country and in Latin America. The transformation of this city and surrounding states is short of phenomenal. You really need to erase the old image about Colombia in your mind. Rediscover a democratic country that is stable and offers leadership in industry, hospitality, and economic business development.
So, why not join in the never ending birthday celebration by sipping a cup of great Colombian Supremo coffee? Prepare it as a typical Colombian tinto or a larger American size cup according to your liking. Inhale the fresh aroma and say with me, Feliz Cumpleaños, Juan Valdez!
