Juan Valdez is a famous fictional character who has appeared in advertisements for theNational Federation of Coffee Growers of Colombia since 1959, representing the Colombian coffeefarmer. 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 muleConchita, 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.
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