For better or worse, the visage of Juan Valdez, a fictional marketing vehicle created by the National Federation of Coffee Growers of Colombia, has become inextricably linked to the worldwide perception of Colombian coffee. The humble coffee farmer, always with his trusted burro Conchita by his side, symbolizes the global appeal and heritage of the South American nation, but perhaps in a way that at best overlooks and at worst trivializes the passion and dedication behind Colombia’s coffee farmers and their unique crop.
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