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In 1959, the Colombian Coffee Growers Federation created Juan Valdez®, a fictional character who represents Colombian coffee growers and their traditions.

Since then, Juan Valdez--accompanied by his mule Conchita--has stood as a proud symbol of Colombian coffee growers and their dedication to producing the world's finest coffee.

In 2002, the Juan Valdez® icon was placed on all products bearing its name and on a number of coffee stores where you can enjoy an authentic Colombian coffee experience.

In 2005, the organizers of Advertising Week in New York named Juan Valdez the fifth-most-recognized icon in the world.

Learn more about Juan Valdez at: