2024-04-26 20:13:00
(CNN Spanish) — Through a message on the official account on the social network world.
“We have to communicate the sad news of the death of our friend Carlos Castañeda who for 20 years was in charge of the character Juan Valdez. Carlos, a great and committed co-worker, also leaves us with the best memories. We extend a fraternal greeting of condolences to his family and friends,” the statement said.
According to the Federation’s communications office, Castañeda died this Friday at the Las Vegas Clinic in Medellín, where he was hospitalized following heart surgery.
“Pain in coffee growing with the death of Carlos Castañeda,” published former president Álvaro Uribe in his account on Coffee growers choose Carlos Castañeda to succeed Carlos Sánchez as Juan Valdez, symbol of Colombian coffee in the world. Along the way we ended up being great friends. Very sad.
On the Federation page, there is an explanation regarding how the character of Juan Valdez was born. “The character was created by the National Federation of Coffee Growers in 1960 and several decades later, he continues to be one of the most recognized names worldwide. In the middle of the 20th century, the coffee market was led by roasters, who blended the beans of different origins so that their business was more profitable. Colombia was not recognized as a producing country and this is where the need for differentiation arose. The solution was simple: create Juan Valdez as the visible face of a 100% Colombian premium coffee.” .
The character of Juan Valdez, accompanied by the mule Conchita, has been present at hundreds of events worldwide to promote Colombia’s most recognized drink abroad.
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