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Origins of 12 Modern Icons

Juan Valdez

This coffee lover and his trusty donkey have been ensuring the quality of coffee beans since 1959. Back then, the National Federation of Coffee Growers of Columbia wanted to put a face on the thousands of coffee growers in the industry. The Doyle Dane Bernback ad agency found one alright! By 1981, Valdez's image was so well known that it was incorporated into the Federation's logo. Originally played by Jose Duval, the role was taken over by Carlos Sanchez from 1969 to 2006. In his spare time, Sanchez manages his very own small coffee farm in Columbia.