Carlos Castañeda, the famous actor playing Juan Valdez character died in Colombia at age 58
May - 2 - 2024
Coffee Geography Magazine
Carlos Castañeda, the Colombian who represented Juan Valdez in all commercials for the last 20 years has died at the Las Vegas clinic in Medellin, Colombia where he was treated from heart surgery. He was 58 years old.
Juan Valdez is a fictional character who has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1958. The character was created by DDB (Doyle DaneBernbach ad agency) with William Bernbach as the founder with the goal of distinguishing 100%-Colombian coffee from coffee blended with beans from other countries.
Juan Valdez typically appears with his mule Conchita, carrying sacks of harvested coffee beans in the Colombian Coffee Ads. He has become an icon for Colombia as well as coffee in general, and Juan Valdez's iconic appearance is frequently mimicked or parodied in television and other media.
Juan Valdez was initially portrayed by a Cuban actor, José F. Duval in both print advertisements and on television until 1969. He then had been embodied by Carlos Sánchez since 1969 and voiced by Norman Rose. In 2006, Sánchez announced his retirement, and Carlos Castañeda, a grower from the town of Andes, Antioquia, was selected by the National Federation of Coffee Growers of Colombia as the new face of Juan Valdez.
Colombians have been thankful to Valdez for presenting another side of their country, which often is seen abroad as a haven for drug traffickers.
Coffee is the national product of this South American nation and was crucial in the country’s early economic development as the world’s third top exporter. It’s rare to find a Colombian who does not start his or her day with a shot of “tinto,” heavily sweetened black coffee. The bean also is used to make alcoholic drinks, candy and soft drinks.