Adios, Juan Valdez

Wed31May2006

13:57 H | Topics: Celebrities - Colombia - Marketing

The coffee icon and fictional character, Juan Valdez, symbol of the Colombian coffee industry in the U.S. for decades, is hanging up his hat. Probably a good thing, considering a whole generation of us grew up with this stereotypical image of Latino campesinos.

Juan Valdez is retiring. Long live Juan Valdez! The ambassador to the world for Colombian coffee, Carlos Sanchez, is hanging up his trademark poncho after four decades of playing the role of "Juan Valdez."

I spoke too soon. Juan Valdez, the character, isn't retiring -- just the actor. Let's hope the new one is a bit updated:

Now the national federation of Colombian coffee producers, owners of the Juan Valdez trademark, is searching for a man to inherit that poncho.

Sanchez and his trusty mule Conchita have promoted Colombian coffee since 1969 with a leather bag, bushy mustache and straw hat typical of rural Colombia. That Juan Valdez trademark has become one of the world's most recognizable, and the fictional figure has become one of the most famous Colombians of all time.

Via / Yahoo! Entertainment News

Photo via TVAcres.com

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Jennifer

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1. Maegan la Mala ~ Thursday, Jun 01 2006 | 09:19H:

They can't retire Juan! I know here in NYC there is even a coffee spot in midtown that hasthis huge outline of the campesino stereotype. Let's see what happens.

2. LatiNOhoosier ~ Thursday, Jun 01 2006 | 23:45H:

Here is a song a wrote for him in the 80s. Damn, was it really that long ago?

Here is to you, Juan Valdez

VivirLatino