Colombian coffee grower Carlos Castañeda, the iconic face of the Juan Valdez brand, dies

Carlos Castañeda, an iconic figure in Colombian coffee as the embodiment of Juan Valdez for 20 years, passed away on Friday in Medellín.

Surviving as a coffee grower in the village of San Bartolo in the Andes municipality of Antioquia, Carlos Castañeda dedicated two decades to portraying Juan Valdez, symbolizing the Café de Colombia brand. His demise occurred in Medellín, where he had been recovering from heart surgery at the Las Vegas clinic. The National Coffee Growers Federation (FNC) confirmed his passing, stating that Castañeda was 58 years old at the time of his death.

The FNC also shared the origins of the Juan Valdez character, which originated in 1959 as an idea to represent Colombian coffee through a person who embodies pride, rootedness, and diligence in work – a testament to the tenacity characteristic of Colombians. Boasting a mustache, hat, padded carrier, and a poncho draped over his left shoulder, the image of the peasant farmer, along with his loyal mule, Conchita, became the iconic face of Colombian coffee.

Over time, different individuals with the same characteristics have played the role of Juan Valdez, including Cuban actor José Duval, followed by Carlos Sánchez and Carlos Castañeda. The FNC expressed their grief over Castañeda’s passing, remembering him as a dedicated and valuable colleague.