Juan Valdez is a fictional person representing Colombian coffee producers in advertisements and commercials since 1958. He usually appears in typical hat, dressed in clean white shirt and with leather case accompanied by his mule named Conchita carrying sacks of recently picked coffee cherries. And he is always smiling! The Juan Valdez commercials were created to distinguish Colombian high quality coffee from others world coffees.
Here you have an example of commercials from 80s:
The thing is that these commercials DO NOT show you the real face of Colombian coffee.
Coffee pickers do not have white clean shirts and do not pick coffee with typical leather cases nor sombreros (hats).
Do you want to know how it really is?
Stay tuned and get interested in my Indiegogo campaign that will be launched very soon.