Juan Valdez, Colombian Coffee Ambassador and Actor, Passes Away

Carlos Castañeda Ceballo, the actor who portrayed the Juan Valdez character for 18 years, has passed away today, Friday, April 26. The 58-year-old Colombian was the third actor to embody the character of Juan Valdez, the iconic ambassador of Colombian coffee worldwide. Juan Valdez was created in 1959 by the National Federation of Coffee Growers of Colombia (Fedecafe) as part of a marketing campaign to promote Colombian coffee. It was first portrayed by Cuban actor José Duval from 1959 to 1969 and then by Carlos Sanchez, a coffee farmer who assumed this role until 2006.    

Juan Valdez, a key figure in Colombia’s global image

The Juan Valdez character is a friendly, romantic figure that represents Colombian coffee producers. More than just a marketing tool, Juan Valdez is an important symbol for Colombia, embodying significant aspects of Colombian culture such as rurality and agriculture. Until 1962, most Colombians lived in rural areas, and today this demographic still represents 18 percent of the population. Agriculture holds a place of national pride for Colombia, with products like coffee, flowers, bananas, and other fruits constituting a significant portion of its exports.

The actors portraying Juan Valdez have always enjoyed great popularity among Colombians. On his X.com social media platform account, German Bahamon Jaramillo, president of Fedecafe, paid homage to Carlos Castañeda, stating that he represented “kindness, perseverance, and humility.”

A global brand

Colombia is the third-largest producer and exporter of coffee, known for its exceptional quality as it is one of the only producers of Washed Arabica Coffee. At the forefront of the Colombian coffee industry, Juan Valdez Shops are now present in 13 countries across all the continents, including the United States, Spain, the United Arab Emirates, Egypt and even New Zealand.