Juan Valdez

Juan Valdez is a fictional character created by the National Federation of Coffee Growers of Colombia to represent Colombian coffee. He symbolizes the quality, tradition, and craftsmanship of Colombian coffee farmers. Often depicted with a mule carrying coffee bags in lush Colombian landscapes, Juan Valdez helps promote the country’s coffee internationally, emphasizing its rich flavor and cultural significance. The image has become a recognizable brand mark, helping consumers identify authentic Colombian coffee and support local farmers.