Juan Valdez Café

Specialties

100% Colombian Premium Coffee

The Richest Coffee in the World

History

Established in 1959.

Juan Valdez® represents more than 600,000 coffee-​growers. Born in the heart of the

mountains of Colombia where the sun and the secrets of the soil, combined with the

passion and hard work of those «cafeteros», nurture each coffee bean to the peak of

perfection. Since 1959 Juan has been promoting Colombian coffee all over the

world and ensuring that the most discerning consumers can always enjoy a cup of the

Richest Coffee in the World®.

Consumers would know when they were drinking 100% Colombian coffee inspected and approved by the National Federation of Coffee Growers of Colombia.

Juan Valdez® guarantees the consumer that he/​she is drinking 100%

Colombian coffee. It’s designed so that any coffee drinker has a guarantee of quality

Meet the Business Owner

Juan Valdez Café J.

Business Owner

Juan Valdez is a fictional character who has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1958, representing a Colombian coffee farmer. The adverts 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 with his mule Conchita, 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.

The Juan Valdez character is used as an ingredient brand, to specifically denote coffee beans that are only grown and harvested in Colombia. Part of the advertising campaign includes explain to the consumers that there are specific benefits of Colombian-​grown and harvested coffee beans, «including how soil components, altitude, varieties and harvesting methods create good flavor