Juan Valdez

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Juan Valdez and his mule in the logo of Café de Colombia.

Juan Valdez is a fictional character that has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1981, representing the Colombian coffee farmer. The goal was to distinguish 100 per cent Colombian coffee from coffee blended with beans from other countries. He made his first TV appearance in 1983. He often appears alongside a mule, and he has become an icon for Colombia as well as coffee in general. Created by the Doyle Dane Bernback agency, Juan Valdez has been played by José Duval and Carlos Sánchez and voiced by Norman Rose.

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An actor plays Juan Valdez at the National Coffee Park in Montenegro, Colombia.

The character made a cameo appearance in the 2003 film Bruce Almighty when he poured a cup of coffee for the lead character, played by Jim Carrey. José Duval, the first actor to play Juan Valdez on television, died in 1993 at the age of 72.

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