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'''Juan Valdez''' is a fictional character who has appeared in advertisements for the ] since 1958, representing a Colombian coffee farmer. The advertisements were designed by the ] ad agency, with the goal of distinguishing 100%-] from coffee blended with beans from other countries. He typically appears with his donkey Conchita,<ref>{{cite web|url=https://www.youtube.com/watch?v=X0k_HUWk3Zs |archive-url=https://ghostarchive.org/varchive/youtube/20211215/X0k_HUWk3Zs |archive-date=2021-12-15 |url-status=live|title=Juan Valdez - Telemundo - Media Clip|last=theaxisagency|date=9 December 2008|access-date=24 February 2019|via=YouTube}}{{cbignore}}</ref> 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. '''Juan Valdez''' is a fictional character who has appeared in advertisements for the ] since 1958, representing a Colombian coffee farmer. The advertisements were designed by the ] ad agency, with the goal of distinguishing 100%-] from coffee blended with beans from other countries. He typically appears with his donkey Conchita,<ref>{{cite web|url=https://www.youtube.com/watch?v=X0k_HUWk3Zs |archive-url=https://ghostarchive.org/varchive/youtube/20211215/X0k_HUWk3Zs |archive-date=2021-12-15 |url-status=live|title=Juan Valdez - Telemundo - Media Clip|last=theaxisagency|date=9 December 2008|access-date=24 February 2019|via=YouTube}}{{cbignore}}</ref> 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.<ref name="America.gov">{{cite web|url=https://share.america.gov/|title=ShareAmerica - Connect with America|website=ShareAmerica|access-date=24 February 2019}}</ref> Part of the advertising campaign includes convincing 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."<ref name="America.gov"/> The National Federation of Coffee Growers of Colombia is entirely owned and controlled by Colombia's coffee farmers (cafeteros) which number over 500,000 people.<ref> {{webarchive|url=https://web.archive.org/web/20081119233600/http://askjuan.com/html/ethics.html |date=2008-11-19 }} from {{webarchive|url=https://web.archive.org/web/20080914161912/http://www.askjuan.com/index2.htm |date=2008-09-14 }}</ref> The Juan Valdez character is used as an ''ingredient brand'', to specifically denote coffee beans that are only grown and harvested in Colombia.<ref name="America.gov">{{cite web|url=https://share.america.gov/|title=ShareAmerica - Connect with America|website=ShareAmerica|access-date=24 February 2019|archive-date=17 December 2019|archive-url=https://web.archive.org/web/20191217145922/https://share.america.gov/|url-status=live}}</ref> Part of the advertising campaign includes convincing 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."<ref name="America.gov"/> The National Federation of Coffee Growers of Colombia is entirely owned and controlled by Colombia's coffee farmers (cafeteros) which number over 500,000 people.<ref> {{webarchive|url=https://web.archive.org/web/20081119233600/http://askjuan.com/html/ethics.html |date=2008-11-19 }} from {{webarchive|url=https://web.archive.org/web/20080914161912/http://www.askjuan.com/index2.htm |date=2008-09-14 }}</ref>


==History== ==History==
Juan Valdez was designed by the DDB advertising founder ]<ref>{{Cite web|url=https://www.campaignlive.co.uk/article/ddb-welcomes-back-iconic-juan-valdez-30-year-absence/1491632?utm_source=website&utm_medium=social|title=DDB welcomes back iconic Juan Valdez after 30-year absence|website=www.campaignlive.co.uk}}</ref> in 1958 to promote coffee in the US.<ref name="theglobeandmail.com">{{cite news| url = https://www.theglobeandmail.com/report-on-business/the-importance-of-juan-valdez/article1322338/| title = The importance of 'Juan Valdez' - The Globe and Mail| newspaper = The Globe and Mail| date = 28 May 2011| last1 = McCarthy| first1 = Shawn}}</ref> Juan Valdez was initially portrayed by a Cuban actor,<ref name="theglobeandmail.com"/> ] in both print advertisements and on television until 1969. José Duval died in 1993 at the age of 72.<ref>, '']'', March 6, 1993</ref> Juan Valdez was designed by the DDB advertising founder ]<ref>{{Cite web|url=https://www.campaignlive.co.uk/article/ddb-welcomes-back-iconic-juan-valdez-30-year-absence/1491632?utm_source=website&utm_medium=social|title=DDB welcomes back iconic Juan Valdez after 30-year absence|website=www.campaignlive.co.uk|access-date=2024-05-07|archive-date=2022-06-22|archive-url=https://web.archive.org/web/20220622162605/https://www.campaignlive.co.uk/article/ddb-welcomes-back-iconic-juan-valdez-30-year-absence/1491632?utm_source=website&utm_medium=social|url-status=live}}</ref> in 1958 to promote coffee in the US.<ref name="theglobeandmail.com">{{cite news| url = https://www.theglobeandmail.com/report-on-business/the-importance-of-juan-valdez/article1322338/| title = The importance of 'Juan Valdez' - The Globe and Mail| newspaper = The Globe and Mail| date = 28 May 2011| last1 = McCarthy| first1 = Shawn| access-date = 31 October 2019| archive-date = 22 June 2022| archive-url = https://web.archive.org/web/20220622162555/https://www.theglobeandmail.com/report-on-business/the-importance-of-juan-valdez/article1322338/| url-status = live}}</ref> Juan Valdez was initially portrayed by a Cuban actor,<ref name="theglobeandmail.com"/> ] in both print advertisements and on television until 1969. José Duval died in 1993 at the age of 72.<ref> {{Webarchive|url=https://web.archive.org/web/20240508000030/https://www.nytimes.com/1993/03/06/obituaries/jose-f-duval-is-dead-actor-and-singer-72.html |date=2024-05-08 }}, '']'', March 6, 1993</ref>


Juan Valdez had been embodied by ] since 1969, and his commercials were voiced over by ]. Sánchez played Valdez in a brief sequence in the 2003 comedy film '']''. In 2006, Sánchez announced his retirement,<ref>, '']'', June 1, 2006</ref> and Carlos Castañeda, a grower from the town of Andes, ], was selected<ref> {{webarchive|url=https://web.archive.org/web/20100117033317/http://salon.com/mwt/food/eat_drink/2007/10/16/juan_valdez/index.html |date=2010-01-17 }}, '']'', October 17, 2007</ref> by the National Federation of Coffee Growers of Colombia as the new face of Juan Valdez.<ref>, '']'', May 31, 2006</ref> Castañeda died in April 2024.<ref>{{Cite web|url=https://dailycoffeenews.com/2024/04/29/juan-valdez-actor-carlos-castaneda-of-colombia-has-died/|title=Juan Valdez Actor Carlos Castañeda of Colombia Has Died|first=Daily Coffee News|last=Staff|date=April 29, 2024}}</ref> Juan Valdez had been embodied by ] since 1969, and his commercials were voiced over by ]. Sánchez played Valdez in a brief sequence in the 2003 comedy film '']''. In 2006, Sánchez announced his retirement,<ref> {{Webarchive|url=https://web.archive.org/web/20180817020331/http://www.nbcnews.com/id/13068453 |date=2018-08-17 }}, '']'', June 1, 2006</ref> and Carlos Castañeda, a grower from the town of Andes, ], was selected<ref> {{webarchive|url=https://web.archive.org/web/20100117033317/http://salon.com/mwt/food/eat_drink/2007/10/16/juan_valdez/index.html |date=2010-01-17 }}, '']'', October 17, 2007</ref> by the National Federation of Coffee Growers of Colombia as the new face of Juan Valdez.<ref> {{Webarchive|url=https://web.archive.org/web/20080629231335/http://www.cbc.ca/money/story/2006/05/31/juan-valdez.html |date=2008-06-29 }}, '']'', May 31, 2006</ref> Castañeda died in April 2024.<ref>{{Cite web|url=https://dailycoffeenews.com/2024/04/29/juan-valdez-actor-carlos-castaneda-of-colombia-has-died/|title=Juan Valdez Actor Carlos Castañeda of Colombia Has Died|first=Daily Coffee News|last=Staff|date=April 29, 2024|access-date=May 7, 2024|archive-date=May 6, 2024|archive-url=https://web.archive.org/web/20240506111301/https://dailycoffeenews.com/2024/04/29/juan-valdez-actor-carlos-castaneda-of-colombia-has-died/|url-status=live}}</ref>


==Brand== ==Brand==
"Juan Valdez", was registered with the ] back in 1960. The letters and stylized form of the name "Juan Valdez” is internationally protected through the ], and registered in many countries including the European countries and United States.<ref>{{Cite web |title=Making the Origin Count: The Colombian Experience |url=https://www.wipo.int/ipadvantage/en/details.jsp?id=2617 |access-date=2023-04-07 |website=www.wipo.int |language=en}}</ref> "Juan Valdez", was registered with the ] back in 1960. The letters and stylized form of the name "Juan Valdez” is internationally protected through the ], and registered in many countries including the European countries and United States.<ref>{{Cite web |title=Making the Origin Count: The Colombian Experience |url=https://www.wipo.int/ipadvantage/en/details.jsp?id=2617 |access-date=2023-04-07 |website=www.wipo.int |language=en |archive-date=2023-04-07 |archive-url=https://web.archive.org/web/20230407123038/https://www.wipo.int/ipadvantage/en/details.jsp?id=2617 |url-status=live }}</ref>


There were 238 ] in 2013,<ref>{{cite web|url=https://www.federaciondecafeteros.org/caficultores/es/sala_de_prensa/detalle/juan_valdez_cafe_espera_abrir_12_tiendas_en_peru/|title=Juan Valdez® Café espera abrir 12 tiendas en Perú - Federación Nacional de cafeteros|website=www.federaciondecafeteros.org|access-date=24 February 2019|archive-date=24 February 2019|archive-url=https://web.archive.org/web/20190224115823/https://www.federaciondecafeteros.org/caficultores/es/sala_de_prensa/detalle/juan_valdez_cafe_espera_abrir_12_tiendas_en_peru/|url-status=dead}}</ref> 135 in Colombia and 35 shops in other countries. Juan Valdez brand coffee is available in ], ], ], ], ], ], ], ], ], ], ] and the ] at supermarkets and Juan Valdez coffee shops.<ref name="Juan Valdez en el mundo">{{cite web There were 238 ] in 2013,<ref>{{cite web|url=https://www.federaciondecafeteros.org/caficultores/es/sala_de_prensa/detalle/juan_valdez_cafe_espera_abrir_12_tiendas_en_peru/|title=Juan Valdez® Café espera abrir 12 tiendas en Perú - Federación Nacional de cafeteros|website=www.federaciondecafeteros.org|access-date=24 February 2019|archive-date=24 February 2019|archive-url=https://web.archive.org/web/20190224115823/https://www.federaciondecafeteros.org/caficultores/es/sala_de_prensa/detalle/juan_valdez_cafe_espera_abrir_12_tiendas_en_peru/|url-status=dead}}</ref> 135 in Colombia and 35 shops in other countries. Juan Valdez brand coffee is available in ], ], ], ], ], ], ], ], ], ], ] and the ] at supermarkets and Juan Valdez coffee shops.<ref name="Juan Valdez en el mundo">{{cite web
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|archive-url = https://web.archive.org/web/20100820023742/http://www.juanvaldezcafe.com/procafecol/mapa/ |archive-url = https://web.archive.org/web/20100820023742/http://www.juanvaldezcafe.com/procafecol/mapa/
|archive-date = 20 August 2010 |archive-date = 20 August 2010
}}</ref> In 2022, it was reported there were 500 Juan Valdez cafés.<ref>{{Cite web |last=Ralph |first=Hayley |date=2022-07-27 |title=Juan Valdez discusses the importance of opening its 500th store |url=https://www.gcrmag.com/juan-valdez-discusses-the-importance-of-opening-its-500th-store/ |access-date=2023-04-07 |website=Global Coffee Report |language=en-US}}</ref> }}</ref> In 2022, it was reported there were 500 Juan Valdez cafés.<ref>{{Cite web |last=Ralph |first=Hayley |date=2022-07-27 |title=Juan Valdez discusses the importance of opening its 500th store |url=https://www.gcrmag.com/juan-valdez-discusses-the-importance-of-opening-its-500th-store/ |access-date=2023-04-07 |website=Global Coffee Report |language=en-US |archive-date=2023-04-07 |archive-url=https://web.archive.org/web/20230407125358/https://www.gcrmag.com/juan-valdez-discusses-the-importance-of-opening-its-500th-store/ |url-status=live }}</ref>


==Controversies== ==Controversies==
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{{wikinews|Too Grimm? Mother Goose cartoonist sued by Colombian coffee growers}} {{wikinews|Too Grimm? Mother Goose cartoonist sued by Colombian coffee growers}}
The National Federation of Coffee Growers of Colombia sued cartoonist ], creator of '']'', for a cartoon talking about Juan Valdez and Colombian coffee in January 2009. In a weeklong series making fun of various commercial products, he referenced violence in Colombia by having a character say: "Y'know, there's a big crime syndicate in Colombia. So when they say there's a little bit of Juan Valdez in every can, maybe they're not kidding." The lawsuit was dropped after Mr. Peters apologized publicly.<ref>{{Cite web |url=http://colombiareports.com/coffee-growers-wont-sue-us-cartoonist/ |title=Coffee growers won't sue U.S. cartoonist |last=Alsema |first=Adriaan |website=Colombia Reports |date=January 13, 2009 |access-date=September 11, 2017}}</ref> The National Federation of Coffee Growers of Colombia sued cartoonist ], creator of '']'', for a cartoon talking about Juan Valdez and Colombian coffee in January 2009. In a weeklong series making fun of various commercial products, he referenced violence in Colombia by having a character say: "Y'know, there's a big crime syndicate in Colombia. So when they say there's a little bit of Juan Valdez in every can, maybe they're not kidding." The lawsuit was dropped after Mr. Peters apologized publicly.<ref>{{Cite web |url=http://colombiareports.com/coffee-growers-wont-sue-us-cartoonist/ |title=Coffee growers won't sue U.S. cartoonist |last=Alsema |first=Adriaan |website=Colombia Reports |date=January 13, 2009 |access-date=September 11, 2017 |archive-date=September 12, 2017 |archive-url=https://web.archive.org/web/20170912012512/https://colombiareports.com/coffee-growers-wont-sue-us-cartoonist/ |url-status=live }}</ref>


==Gallery== ==Gallery==

Revision as of 00:01, 8 May 2024

This article is about the advertising character. For the coffeehouse chain, see Juan Valdez Café. For other uses), see Juan Valdez (disambiguation). Fictional character
Juan Valdez
Doyle Dane Bernbach (DDB)
Cafeteros de Colombia character
Portrayed by
  • José Duval (1959–1969)
  • Carlos Sánchez (1969–2006)
  • Carlos Castañeda Ceballos (2006–2024)
In-universe information
GenderMale
Occupation
NationalityColombian
Juan Valdez
AgencyDDB Worldwide
ClientFederación Nacional de Cafeteros de Colombia
Title¡Disfrute de un buen café! (Enjoy a good coffee!)
Product
  • Colombian coffee
Release date(s)1958

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 advertisements 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 donkey 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 convincing 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." The National Federation of Coffee Growers of Colombia is entirely owned and controlled by Colombia's coffee farmers (cafeteros) which number over 500,000 people.

History

Juan Valdez was designed by the DDB advertising founder William Bernbach in 1958 to promote coffee in the US. Juan Valdez was initially portrayed by a Cuban actor, José F. Duval in both print advertisements and on television until 1969. José Duval died in 1993 at the age of 72.

Juan Valdez had been embodied by Carlos Sánchez since 1969, and his commercials were voiced over by Norman Rose. Sánchez played Valdez in a brief sequence in the 2003 comedy film Bruce Almighty. In 2006, Sánchez announced his retirement, and Carlos Castañeda, a grower from the town of Andes, Antioquia, was selected by the National Federation of Coffee Growers of Colombia as the new face of Juan Valdez. Castañeda died in April 2024.

Brand

"Juan Valdez", was registered with the USPTO back in 1960. The letters and stylized form of the name "Juan Valdez” is internationally protected through the Madrid system, and registered in many countries including the European countries and United States.

There were 238 Juan Valdez coffee shops in 2013, 135 in Colombia and 35 shops in other countries. Juan Valdez brand coffee is available in Paraguay, Chile, Costa Rica, Aruba, Ecuador, El Salvador, Panama, Spain, Kuwait, Germany, Turkey and the United States at supermarkets and Juan Valdez coffee shops. In 2022, it was reported there were 500 Juan Valdez cafés.

Controversies

The name "Juan Valdez" is by no means unique, as both Juan and Valdez are common Spanish-language names and there are possibly thousands of men with this name alive today (although the Valdez name is hardly known in the coffee growing regions of Colombia); this became relevant in a 2006 lawsuit over the phrase "Juan Valdez drinks Costa Rican coffee".

The National Federation of Coffee Growers of Colombia sued cartoonist Mike Peters, creator of Mother Goose & Grimm, for a cartoon talking about Juan Valdez and Colombian coffee in January 2009. In a weeklong series making fun of various commercial products, he referenced violence in Colombia by having a character say: "Y'know, there's a big crime syndicate in Colombia. So when they say there's a little bit of Juan Valdez in every can, maybe they're not kidding." The lawsuit was dropped after Mr. Peters apologized publicly.

Gallery

See also

References

  1. theaxisagency (9 December 2008). "Juan Valdez - Telemundo - Media Clip". Archived from the original on 2021-12-15. Retrieved 24 February 2019 – via YouTube.
  2. ^ "ShareAmerica - Connect with America". ShareAmerica. Archived from the original on 17 December 2019. Retrieved 24 February 2019.
  3. Cafe de Colombia – 70 years of fair and ethical trading Archived 2008-11-19 at the Wayback Machine from Colombian Specialty Coffee Archived 2008-09-14 at the Wayback Machine
  4. "DDB welcomes back iconic Juan Valdez after 30-year absence". www.campaignlive.co.uk. Archived from the original on 2022-06-22. Retrieved 2024-05-07.
  5. ^ McCarthy, Shawn (28 May 2011). "The importance of 'Juan Valdez' - The Globe and Mail". The Globe and Mail. Archived from the original on 22 June 2022. Retrieved 31 October 2019.
  6. Jose F. Duval Is Dead; Actor and Singer, 72 Archived 2024-05-08 at the Wayback Machine, New York Times, March 6, 1993
  7. Juan Valdez going on permanent coffee break Archived 2018-08-17 at the Wayback Machine, NBC News, June 1, 2006
  8. Being Juan Valdez Archived 2010-01-17 at the Wayback Machine, Salon, October 17, 2007
  9. Wanted: Actor. Must work with mule. Archived 2008-06-29 at the Wayback Machine, CBC News, May 31, 2006
  10. Staff, Daily Coffee News (April 29, 2024). "Juan Valdez Actor Carlos Castañeda of Colombia Has Died". Archived from the original on May 6, 2024. Retrieved May 7, 2024.
  11. "Making the Origin Count: The Colombian Experience". www.wipo.int. Archived from the original on 2023-04-07. Retrieved 2023-04-07.
  12. "Juan Valdez® Café espera abrir 12 tiendas en Perú - Federación Nacional de cafeteros". www.federaciondecafeteros.org. Archived from the original on 24 February 2019. Retrieved 24 February 2019.
  13. "Juan Valdez en el mundo". Juan Valdez. Archived from the original on 20 August 2010. Retrieved 4 September 2010.
  14. Ralph, Hayley (2022-07-27). "Juan Valdez discusses the importance of opening its 500th store". Global Coffee Report. Archived from the original on 2023-04-07. Retrieved 2023-04-07.
  15. Alsema, Adriaan (January 13, 2009). "Coffee growers won't sue U.S. cartoonist". Colombia Reports. Archived from the original on September 12, 2017. Retrieved September 11, 2017.

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