Colombian Coffee: History, interesting facts and Juan Valdez

Since 1959, there have been only three men portraying Juan Valdez for the National Federation of Coffee Growers of Colombia. Their stories are interesting and different.

The first Juan Valdez:

His name was Jose ("Joe") F. Duval, a native of Havana who came to the US when he was about 20 years old and lived in New York City.
Joe worked in opera, musical theater and film.
In 1959, the advertising agency Doyle Dane Bernbach (DDB) was hired by the National Federation of Coffee Growers of Colombia to brand and create demand for Colombian coffee.
Joe went to work portraying Colombian coffee in print ads and television.
He helped established the familiar image of the coffee grower next to his faithful mule Conchita carrying sacks of harvested coffee.

Juan Valdez commercials needed to be more authentically Colombian when the icon became more accepted by international audiences. This is when the advertising agency decided to make the first Juan Valdez commercial in Colombia in 1968.
Appropriately, this took place at the pilot farm selected by the Colombian Federation of Coffee Growers for large export scale. This ranch was called Santa Ines and it was located in Cachipay, Cundinamarca.

The second Juan Valdez:

As the character of Juan Valdez gained fame and acceptance, the need for a Colombian to assume the role became more important.
In 1969, Carlos Sanchez replaced Joe Duval as Juan Valdez.
Carlos Sanchez played the role of Juan Valdez for 37 years.
Carlos Sanchez grew up in the Colombian town of Fredonia, in the coffee growing region of Antioquia.
He owned a small coffee farm but was trained as a graphic designer. An art aficionado, he has enjoyed watercolor painting rural and urban landscapes.
In the 1980's he appeared in commercials that used Rolls Royce cars and luxury homes.
In the 1990's, the campaign "Grab Life By The Beans" showed Juan Valdez surfing, snowboarding and in several sports oriented activities.
Carlos Sanchez has been the iconic image of Juan Valdez most familiar to most of us.
He is a favorite of Colombians and coffee lovers worldwide.
He retired in 2006 and is focused now on his craft as a trained silk-screen artisan.

The third and current Juan Valdez:

In 2006, Carlos Castañeda, a grower from the town of Andes, Antioquia, became the new Juan Valdez.
Castañeda is genuinely proud to be a coffee farmer and upholds values and ethics associated with traditional Colombian coffee producing families.
He is 37 years old, father of 3 children and the owner of a 10-acre coffee farm.
He is the oldest of 10 children born on a coffee farm and picked his first coffee bean when he was only 6 years old.
Castañeda has lived a modest life with his family and certainly knows what it takes to grow coffee and manage a farm.
Being Juan Valdez, however, means he needs to learn about the psychology of coffee and how to leverage the iconic image if he is to help stimulate coffee consumption.
It is interesting to learn that he had his first airplane flight when he flew, as a finalist for the icon selection, to Bogota, the capital city.
When Castañeda became Juan Valdez, he had to move away from the mountains of Antioquia province to live near Bogota's international airport.
His family continues to run the farm, a family tradition that is very important to them.
As Juan Valdez, he is a frequent flyer spending half the year attending events posing for photos and signing autographs.

Being "Juan Valdez" is a very cool job when you think about it

But it also one with a huge responsibility since he represents the country's 3rd largest export and is the representative of all Colombian coffee farmers to the world.

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W
hen Juan Valdez turned 50 years old in August 2010, a birthday celebration for 100% Colombian coffee started that does not seem to have an end in sight. You can say Colombians know how to party or people love drinking coffee! The birthday celebration started in the city of Pereira, the capital of Risaralda state (departamento) in the Eje Cafetero or the axis of Colombian Coffee Growers.

Pereira is located in the western Andean mountain region of Colombia with mineral rich volcanic soil where coffee and many other agricultural products grow abundantly. The Colombian National Federation of Coffee Growers was founded in this municipality so it is fitting that the 50th birthday coffee party began here.

The celebration included a video showcasing the most significant moments in the icon's 50 year history. A very touching one was the moment when the former Juan Valdez, Carlos Sanchez, who had the iconic role from 1969 to 2006, handed the reins of Conchita to his successor, Carlos Castañeda.




C
hoosing a new Juan Valdez is a unique national reality TV contest like no other.

1. The selection process involved more than 30 finalists from thousands of Colombian applicants. The finalists were subjected to situations challenging their mental, intellectual and physical skills.
2. In addition, they were also closely monitored regarding their ethics, morals, and loyalty for upholding the highest image of Colombia as the country's coffee ambassador.
3. The last part of the contest, for the handful of finalists who qualified, included black tie and high society events. This was very important: how would an ordinary farmer behave in social events, a regular requirement of the Juan Valdez job? In the end, Castañeda won hands down.
4. The current Juan Valdez, Carlos Castañeda, is a youthful and attractive 42 years old coffee farmer who has been very well received internationally.

J uan Valdez' 50th birthday celebration is without end because it is on an ongoing tour around several cities in Colombia.

• In addition, the 50th birthday has become a reason for celebration in many international locations. Everyone likes to party! This is the case, particularly, when Juan Valdez and Conchita travel outside of Colombia which is quite often.
• As an icon representing more than 560,000 coffee farming families and a whole country, there is every reason to celebrate everyday by drinking great Colombian coffee!
• The birthday celebration also serves another purpose. Colombia's coffee growing axis consists of the states Caldas, Quindío and Risaralda.
• This region produces about half of the country's annual coffee crop but accounts for only 1% of Colombia's total land mass.
• Some of the finest coffee beans in the world come from this region. The terrain is beautiful, green valleys, snow-capped Andean peaks, temperatures that are ideal and very hospitable people.



Yes, Colombia has had a negative reputation in the past. Like any other country it has its share of problems. However, the economic development and recovery nationwide is impressive.


The agricultural, textile, industrial, mining, and services industries are very strong economic performers. For example, the city of Medellín, once synonymous with the drug trade, is now one of the safest cities in the country and in Latin America.
The transformation of this city and surrounding states is short of phenomenal.
You really need to erase the old image about Colombia in your mind.
Rediscover a democratic country that is stable and offers leadership in industry, hospitality, and economic business development.


Join in the never ending birthday celebration today and everyday!

Go ahead, sip a cup of great Colombian Supremo coffee?
Prepare it as a typical Colombian tinto or a larger American size cup. Your choice.
Inhale the fresh aroma and say with me, Feliz Cumpleaños, Juan Valdez!

Yes. The attire of the typical coffee farmer has remained unchanged for generations. The Juan Valdez icon preserves the tradition for posterity.

In the fields, the Colombia coffee farmer wears many of the following clothing items for work and social activities. The attire is practical, each element has a purpose and the clothing is easily accessible for purchase or is handmade by the farming families.

Next time you look at a photo of Juan Valdez, you will recognize each of these clothing items that truly represent a coffee farmer's attire. And, of course, Conchita, the mule, will be right by his side.

A coffee farmer's traditional attire

The coffee farmer is called an "arriero."

An "arriero" is a muleteer or person who transports merchandise with the help of pack animals. Juan Valdez is the perfect representation of an "arriero." He wears sandals made out of natural fiber from furcrae ("fique") plants and leather.
"Fique" is closely associated with coffee plants and coffee farmers. The natural hemp fiber is used to make garments, hammocks, natural products, tapestry, strings, animal accessories, sacks, and most recently heat protectors placed around coffee cups.
A "poncho" or rectangular piece of striped, embroidered white and black or brown fabric for protection from cold for the face and neck.
A "ruana" or square wool garment, larger and heavier than a "poncho," with a hole in the middle for the head used to cover the torso. The "ruana" is one of the most popular woven items worn throughout Colombia in all lengths, colors, and weight. A leather apron called "tapapiche."
A straw hat typical of rural Colombia. A machete or large heavy knife used to cut vegetation. A "carriel" " or traditional farmer's leather satchel, similar in appearance to a saddlebag, worn over the shoulder.

Many of these clothing items, as a result of the successful iconic image of Juan Valdez, have become stylish and are available throughout the country in different materials, colors and styles.

Juan Valdez and his mule Conchita have become one of the world's most recognized advertising symbols. Juan Valdez represents the small coffee farmer transporting merchandise such as coffee, maize, wheat, or fruit with the help of a pack of animals such as mules, donkeys and horses.

What is a mule anyway?

The mule is a cross between a donkey stallion, also called a jack, and a horse mare. Hinnies are a cross between a stallion horse and donkey jennet or "jenny." Hinnies and mules are classified under the term Mule. They can be a male or a female. They are sterile and cannot reproduce.
Mules have ears smaller than donkeys. Mules tend to be longer and shaped as their horse parents.
The head, hip and legs usually take after the jack. Mules have thin forelock hair, coarse mane hair and a tail like the horse parent.

Why have mules been the traditional animal in the coffee mountains of Colombia?

Mules are great working animals. They are very adaptable to the difficult terrain of Colombian coffee growing regions.
Roads are not available in many of these remote areas. By nature, mules do not put themselves in danger.
They have a way of telling humans when something is not right, a valuable instinct in mountainous areas.
Mules are very intelligent and do their best for their owners. Although mules are working animals, they become members of the families who own them. Without the mules, coffee farmers in these remote areas cannot transport their merchandise and make a living.
Coffee farmers spend much time alone with their mules working the farm. It is very common to see farmers caressing and caring for their mules.
The mule becomes a coffee farmer's best friend. There is a strong bond between man and animal for mutual safety and independence.
It is therefore very fitting for Colombian coffee's iconic image to have a coffee farmer with his mule.

Who is Conchita?

Conchita is Juan Valdez's mule, probably the most pampered and famous mule in the world.
The mule twitches ears and welcomes a sugar cube or two at events. Conchita lives a privileged life, walking on carpets at events. She is a crowd pleaser. Conchita is Colombia's coffee mascot. She adds emotional appeal to the iconic image of the smoothest, richest coffee in the world.
Sometimes Juan Valdez makes appearances without Conchita. When this happens, he travels with a professional folkloric dancing group wearing all the beautiful and colorful attire of specific Colombian regions.
Personally, I prefer to see Juan Valdez with Conchita. There is something very special about tradition, particularly when the coffee farmer and his mule travel the world on behalf of hundreds of thousands of coffee growers in the homeland.

If you want to meet Juan Valdez in person and have a picture taken with Conchita, check out his travel itinerary. Who knows? He may be touring a large city near you. You could just spot him on a street near a main intersection or public event with Conchita walking along his side.
If this appeals to you, go to: http://www.whatsbehindthebest.com/tourmap.html

The National Coffee Park is located in Montenegro, Quindío, about 160 miles north of Bogotá in the "axis" of the coffee region of Colombia.

This park is an alternative amusement park to American style theme parks. It was founded in 1995 by the National Federation of Coffee Growers of Colombia and the Committee of Coffee Growers of Quindío. The mission of the nonprofit organization that manages the park is to preserve the cultural heritage and history of coffee in Colombia.

What makes this park different from any others? What has made it a success as a local and national attraction?

The park is located in a small and beautiful valley. To reach the park, visitors take a cable car offering a magnificent view of the entire area.
The rolling hills are planted with coffee, bananas, fruit trees, flowers and other local plants. The farmers in the area have developed the best techniques of coffee cultivation, harvesting and processing. They have also kept the lifestyle and traditions of the early settlers that Juan Valdez represents with authenticity.
Visitors can walk along a trail that allows them to touch, smell and feel up close all the varieties of coffee plants grown in Colombia plus many others from many countries around the world. The trail splits at the end. One way leads to the auditorium where twice a day a dance troupe performs the typical dances of the region. The other way leads to several stations where visitors learn all about coffee cultivation.
Both directions eventually converge on a big colonial square featuring many statues and stores. At different times of the year, the square is where celebrations for different festivities take place. Christmas time is a beautiful time in the park, including live Nativity scenes and lights everywhere.
As is customary with any amusement park, each section has different names.
The "Zona Cafetera section" (the coffee zone) features a Coffee Show, Ecological Trail and the Coffee Museum.
The folkloric "Show del Café" has lively, talented and colorful dancers who portray the history and cultural traditions of coffee.It is heartwarming to see the crowds react with enthusiasm, pride and patriotism during the show.
Coffee is a very important part of the economy in Colombia and a positive contributor to social growth:

The ecological attractions include shady bamboo forests and tiny coffee nurseries where visitors learn how beans go from the seed to the cup.
Visitors are directly exposed to coffee growing, picking, de-pulping, drying, de-husking and export preparations.
Colombian and international tourists walk trails reading signs and learning all about the coffee beans. There are extensive and varied flower gardens everywhere. The museum has several rooms with very complete information and displays about the coffee culture and trade.
The museum also showcases a very good 3D movie about the daily life of a Colombian coffee grower.
This is a unique way to feel like a Juan Valdez in the pictures, if only for a short while!

Colombia's Coffee Park: a unique attraction for anyone

Of course, what would an amusement park be without the rides?

The Coffee Park features all the expected rides and attractions for those adults seeking thrills and for children as well. For example, the Cyclone rollercoaster ride is a very exciting. There are carrousels, bumper boats, bumper cars, single go-karts, double go-karts and the "Cumbre" free fall rides. There is also a train ride which is very appropriate since train transportation was a principal means and transportation for coffee development.
The panoramic gondola lift is a great way to view the entire park and enjoy the beauty of the surrounding mountains and valley region.
There are children's attractions with usual mascots wearing costumes of popular television and show characters.
One interesting musical show has colorful animatronic orchids. The orchid is the national flower of Colombia. The "lake of the legends" is a where visitors can enjoy boat rides and water thrillers. This is also an interesting area to learn about the myths and legends associated with coffee plantations, many of which are part of local story telling.

Of course, any visit to the park includes stopping to enjoy one of the many coffee houses scattered all over the park.

More than half of Colombia's departments, or states, are coffee producing regions. Colombia's total area is around 440,831 square miles or approximately equal to the areas of Portugal, France and Spain combined.
Visualize half of that territory corresponding to regions where coffee grows.
That's a lot of coffee trees and beans!

Coffee is the common link in Colombia from North to South.
♦ This is the only country in South America with coastlines in both the Caribbean Sea and the Pacific Ocean.
♦ There are three branches of the Andes Mountains (cordilleras) in Colombia making transportation and ground communications challenging.
♦ The Cordillera Occidental (Western range) runs along the Pacific Coast.
Cali, capital city of Valle del Cauca state, is located in the southwestern region.
♦ The Cordillera Central (Central range) runs between the Magdalena and Cauca river valleys.
Medellin, Antioquia state capital, is found in the northern region.
♦ The Cordillera Oriental (Eastern range) runs from southeast to northeast all the way to the Guajira Peninsula on the Caribbean Sea.
♦ The country's capital, Bogotá, is located in the central southeast region.

A topographical map of Colombia conveys how mountainous this country is.
♦ Colombia has many volcanoes, lakes, rivers, forests, jungle and is rich in many natural resources.
♦ In fact, Colombia holds a position as one of the 17 most mega-diverse countries on planet Earth due to the many highlands, tropical areas, grasslands, rainforests, valleys and other terrains found in the country.
♦ Its main exports include emeralds, coffee, petroleum, coal, gold, manganese, platinum, copper, lead and mercury.
Colombia's flower exports are also a main industry and the country is famous for The Festival of the Flowers in Medellín, located in the region known as the coffee growing axis.
♦ The main crops are grains, potatoes, beans, many fruits, sugarcane, cotton, oil palm, and bananas among others.





Coffee, however, is considered the single most important activity for positive social and economic impact in Colombia.
♦ Close to one third of all agricultural jobs in Colombia are in the coffee trade.
♦ The beans integrate the country and define many of the cultural, social and environmental traditions.
♦ Coffee plays an important role in social activities and is part of many conversations.
♦ This is no surprise, really. Sitting at a coffee table, sipping a delicious specialty or flavored gourmet coffee, is a great occasion to share personal passions and grow personal relationships.

Most gourmet specialty coffee cultivated in Colombia is for the export market.
♦ Traditionally, coffee consumed locally has not been the top grade. However, domestic demand for coffee and adoption of the brew as a beverage of choice by residents is on the rise.
♦ This is creating opportunities for increased specialty coffee cultivation because domestic consumers are willing to pay premium prices for quality coffee.

♦ Colombians have a unique coffee tradition of drinking black coffee with sugar in very small cups, a drink they call tinto.
Colombian hospitality and serving tinto go hand in hand. The cup may be small but you can easily lose track of the number of cups you drink. Before you know it, you could consume a large dose of caffeine.
♦ Colombian cuisine features many culinary delights where coffee is an ingredient that imparts beautiful color tones to meats and great flavor to sauces. Coffee is present in art, as a subject as well as a coloring pigment used in paintings.
♦ Colombia has also pioneered the use of coffee to produce innovative housing building materials.
♦ There are many other applications ranging from medicinal, cosmetic and even home decorations where the beans are used in one way or another. You can say that coffee is part of the national fabric.

What is your coffee tradition?
Is it, perhaps, sharing a cup of gourmet Colombian Supremo coffee with a friend? Let's drink to good friends and enjoy the specialty coffee beans!"

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