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

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