Just-picked coffee berries. Photo: jakeliefer, Flickr
Everybody recognizes his trademark hat and bushy mustache, but is Colombian coffee's most beloved mascot man, myth or legend?
While the name "Juan Valdez" may be relatively common in Latin America, the idol we know and love is actually the java equivalent of Paul Bunyan (joined by a donkey named Conchita instead of Babe the blue ox). That's right -- Señor Valdez is the long-standing mascot of the National Federation of Coffee Growers of Colombia, whom he has represented since being developed by an advertising firm in 1959.
Read more about the world's favorite coffee farmer after the jump.




