Why is Juan Valdez (photo/center) so known? Show up anywhere with him and the majority of the people are bound to point, yell out a greeting or come up and ask for his autograph (including me of course). Maybe it's due to the fact that Juan's likeness has been an integral part of the National Federation of Coffee Growers of Colombia's and truly represents the values and dedication of Colombia's coffee growers. Juan's amicable figure trassends because many people identify themselves with the endurance, honesty, authenticity and perseverence of this character. Juan's just a multitalented, omnipresent kind of cafetero. No matter what he's engaged in, he never stops being Juan: the pleasant and affable spokesperson, who lets the coffee speak for itself.