The Juan Valdez character is used as an ingredient brand, to specifically denote coffee beans that are only grown and harvested in Colombia.

[2] Part of the advertising campaign includes convincing consumers that there are specific benefits of Colombian-grown and harvested coffee beans, "including how soil components, altitude, varieties and harvesting methods create good flavor.

[3] Juan Valdez was designed by the DDB advertising founder William Bernbach[4] in 1958 to promote coffee in the US.

[5] Juan Valdez was initially portrayed by a Cuban actor,[5] José F. Duval in both print advertisements and on television until 1969.

Juan Valdez brand coffee is available in Paraguay, Chile, Costa Rica, Aruba, Ecuador, El Salvador, Panama, Spain, Kuwait, Germany, Turkey and the United States at supermarkets and Juan Valdez coffee shops.