Juan Valdez is a fictional character created in 1959 by the National Federation of Coffee Growers of Colombia. He represents Colombian coffee farmers and is often depicted with a donkey named Conchita, which carries coffee beans. The character was designed to promote Colombian coffee around the world. The image of Juan Valdez has become iconic, symbolizing the quality and authenticity of Colombian coffee. He is typically shown wearing traditional Colombian attire, including a wide-brimmed hat and a poncho. The character has been featured in various advertising campaigns, helping to establish a strong brand identity for Colombian coffee.