Carlos Castaneda became the image of Juan Valdez in 2006
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Juan Valdez: The face of Colombia's most famous brand

One of the success stories of the Colombian coffee industry has been its branding model, which created a fictional character based on a typical Colombian coffee farmer, called Juan Valdez.

The brand is now known around the globe and for part of a series about coffee the BBC spoke to the current farmer performing the role.

Carlos Castaneda is the current face of Juan Valdez, after being appointed in 2006 by the Federation of Colombian Coffee Growers. Now even President Obama knows who he is.

Produced by the BBC's Arturo Wallace and Ilona Vinogradova.

  • 12 May 2015