Juan Valdez is actually a fictional character representing an association of coffee growers in Colombia. Only coffee beans that are grown and harvested in Colombia come under the National Federation of Coffee Growers of Colombia as depicted by Juan Valdez. The iconic Juan Valdez typically appears with his mule, Conchita carrying sacks of hand-harvested coffee beans. From this inspiration, the Juan Valdez Cafe was set up in Colombia specializing in coffee retail. From the first … [Read more...]