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What about Juan Valdez? by Iulia Pascanu
Juan Valdez is a most popular figure in the advertising world and the symbol of the Columbian 'cafetelero' since 1959.
Juan Valdez is a fictious character created in 1959 to represent the National Federation of Coffee Growers of Columbia (founded 1926).
His appearance is one of the steadiest in the advertising world, including allmost mythical moustace, sombrero, poncho and a mule-companion called Lana.
In the first commercials, Juan Valdez used to wonder-around in the coffee fields, picking with his hands the ripe coffee cerries, meaning to be the representative of those thousands Colombian 'cafeteros' (also called 'caficultores'). He managed to create a rather romantic figure of this guild, an immage that collected many critics on its road to success.
The real situation of the cafetero in the early days of Juan Valdez was often described as dire poverty, insecurity of life because of guerillas and narco-traficants, not to mention the DDT treatments of the coffee fields, which sometimes came by surprise, when people were at work. However, a situation that the Federation failed to represent.
BIO:
Iulia Pascanu writes for www.madcoffeemaker.com/ where you can find more information about The Mad Coffee Maker
Please feel free to use this article in your Newsletter or on your website. If you use this article, please include the resource box and send a brief message to let me know where it appeared. mailto: iuliap@gmail.comSome Aditional Articles you may enjoy
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