A fictional character that has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1959. He typically appears alongside his sidekick Conchita that carry's sacks of harvested coffee beans. "100% Colombian Coffee the richest coffee in the world"
Even though apparently "Juan Valdez drinks Costa Rican coffee"
He is also seen in Bruce Almighty
"Who's that guy the rides mystical donkeys though the hills of Columbia,and picks Bag after Bag of coffee beans?"
"OH that's Juan Valdez."