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Juan Valdez is a fictional character who has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1958, representing a Colombian coffee farmer. The advertisements were designed by the Doyle Dane Bernbach ad agency, with the goal of distinguishing 100%-Colombian coffee from coffee blended with beans from other countries. He typically appears with his mule Conchita,〔http://www.youtube.com/watch?v=X0k_HUWk3Zs&feature=related〕 carrying sacks of harvested coffee beans. He has become an icon for Colombia as well as coffee in general, and Juan Valdez's iconic appearance is frequently mimicked or hola come Estes television and other media. He is a Colombian symbol of coffee. The Juan Valdez character is used as an ''ingredient brand'', to specifically denote coffee beans that are only grown and harvested in Colombia.〔(Juan Valdez Travels the World, Sends Profits Home to Colombia ) from (America.gov )〕 Part of the advertising campaign includes convincing consumers that there are specific benefits of Colombian-grown and harvested coffee beans, "including how soil 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.〔(Cafe de Colombia – 70 years of fair and ethical trading ) from (Colombian Specialty Coffee )〕 ==History== Juan Valdez was initially portrayed by José F. Duval in both print advertisements and on television until 1969. José Duval died in 1993 at the age of 72.〔(Jose F. Duval Is Dead; Actor and Singer, 72 ), ''New York Times'', March 6, 1993〕 Juan Valdez had been embodied by Carlos Sánchez since 1969 and voiced by Norman Rose. Sánchez played Valdez in a brief sequence in the 2003 comedy film ''Bruce Almighty''. In 2006, Sánchez announced his retirement,〔(Juan Valdez going on permanent coffee break ), ''MSNBC'', June 1, 2006〕 and Carlos Castañeda, a grower from the town of Andes, Antioquia, was selected〔(Being Juan Valdez ), ''Salon'', October 17, 2007〕 by the National Federation of Coffee Growers of Colombia as the new face of Juan Valdez.〔(Wanted: Actor. Must work with mule. ), ''CBC News'', May 31, 2006〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Juan Valdez」の詳細全文を読む スポンサード リンク
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