Juan Valdez is hanging up his poncho!

'Juan Valdez' is hanging up his poncho
Posted 5/31/2006 10:53 AM ET E-mail | Save | Print | Subscribe to stories like this

BOGOTA, Colombia (AP) — Juan Valdez is retiring. Long live Juan Valdez! The ambassador to the world for Colombian coffee, Carlos Sanchez, is hanging up his trademark poncho after four decades of playing the role of "Juan Valdez."
Now the national federation of Colombian coffee producers, owners of the Juan Valdez trademark, is searching for a man to inherit that poncho.
Sanchez and his trusty mule Conchita have promoted Colombian coffee since 1969 with a leather bag, bushy mustache and straw hat typical of rural Colombia. That Juan Valdez trademark has become one of the world's most recognizable, and the fictional figure has become one of the most famous Colombians of all time.
For a country so closely allied in the global mind with drug traffickers and terrorists, Colombians have been grateful to Valdez for presenting another side to their country.
"I feel like a flag, I feel like I've represented the country," said Sanchez in a press conference, at times struggling to hold back tears as he talked of his joy at playing the role of a generation. "There is a big sense of gratitude from Colombians abroad for this."
Sanchez, 71, said his advancing years made it hard to keep up a strenuous schedule traveling all over Colombia and the world promoting coffee.
Coffee is the national product of this South American nation and it was crucial in the country's early economic development.
The bean is used to make alcoholic drinks, candy and soft drinks. It's rare the Colombian who doesn't start his day with a shot of "tinto," heavily sweetened black coffee.
In searching for a replacement, the federation sent teams across the streets, farms and — of course — cafes in the coffee region in the west of the country. With the help of U.S. consultants, they narrowed down 400 contenders to 10. It will announce the new Juan Valdez, the third incarnation, by the end of June.
"Of course he must have a mustache," joked Gabriel Silva, the general manager of the federation. Sanchez nodded in approval and stroked his own impressive mustache.
"This is not a beauty contest," said Silva.
This was quickly confirmed when images of the casting call showed dozens of mustached men, some with notable paunches, doing their impressions of Juan Valdez.
Asked what he wants to do now he's retired, Sanchez said "paint like a madman."
Even as coffee remains tightly bound up with Colombia's identity, the industry has taken a beating over the past decade as a global glut, partly due to the rise of new producers such as Vietnam, has pushed prices down.
With lower sales, the industry's prominence in the country has started to wane.
In 2005, exports of coffee were down $100 million on a decade earlier, at around $1.4 billion. But while coffee exports accounted for 15% of legal sales abroad in 1996, this had fallen to 7% last year.
Copyright 2006 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Posted 5/31/2006 10:53 AM ET E-mail | Save | Print | Subscribe to stories like this

By b bruce on Jun 7, 2006, 14:05 in Friendly Talkzone.

landcruiser77 says on Jun 7, 2006, 17:11:

i think juan valdez is mexican i looks exactly like mexican..he only miss the tequila bottle instead of coffee.

£æ

Miguel_Clavo says on Jun 10, 2006, 21:54:

Well, if Conchita ever retires, i know who to recommend for the replacement! hahahahaha.....

Just my opinion...

Miguel_Clavo...faltan 21 días...Colombia es pasión!

"Ignorance is a Weapon of Mass Destruction..."

"I would rather die living life, than to live a dying life."........ Oh, and my PM is always ON. Great Bumper Sticker: "Home of the Free, Because of the Brave"

webmanco says on Jun 18, 2006, 08:44:

Dídier OspinaLleva 7
This guy should get the job.
El Tiempo

Dídier Ospina

Lleva 7 años como su doble y envió una carta al presidente �?lvaro Uribe para que lo tengan en cuenta en la selección, pues no se enteró del concurso.

Ospina Arenas, con su poncho, sombrero, alpargatas y carriel, dejó de ser hace siete años solo un hijo de Salento (Quindío) para convertirse en la imagen de la zona cafetera.

A sus 40 años, es conocido en la región como el Juan Valdez del departamento, y aunque su intención no es “desbancar�? a Carlos Sánchez, quien lo representó oficialmente durante 37 años, la noticia de su retiro le abrió la esperanza de conseguir empleo encarnando a este símbolo del café colombiano.

Sin embargo, del optimismo pasó a la incertidumbre cuando se enteró de que el proceso de selección está en su fase final y que ya escogieron a 10 finalistas.

“Veo con extrañeza el concurso. Hace apenas tres semanas supe de la búsqueda del nuevo Juan Valdez y ya dicen que están terminando la selección. No hubo una convocatoria pública�?, se queja.

But, I'm going to start making some assumptions here.... Which means I might actually end up making an ass out of myself ..........Thu 04 17, 2008 11:34 am

webmanco says on Jun 22, 2006, 12:06:

Could Serpa do it?
It is Conchita

It is said as well that Fabiola Zuluaga is working for "Colombian's Customs" Aduana dando raqueta.

But, I'm going to start making some assumptions here.... Which means I might actually end up making an ass out of myself ..........Thu 04 17, 2008 11:34 am

kat1 (Moderator) says on Jun 22, 2006, 12:40:

you know Webmanco he could th you know Webmanco he is the right candidate for that job , although Conchita is better looking than him

Colombiche says on Jun 22, 2006, 13:37:

Forget those guys!!! I have an uncle that can do it - his name is Ramiro he looks just like Juan Valdez.

At least for once we will know he has a decent job and rest assured he won't be having an affair with his secretaria....

No me den trago extranjero, que es caro y no sabe a bueno.... (Rafael Godoy)

adela says on Jun 22, 2006, 15:33:

Colombiche, then post your uncle's pict!!! show us, come on...

CaliCalor

webmanco says on Jun 29, 2006, 17:46:

And the winner is

Carlos Castañeda Ceballos, de 37 años, nacido en Andes, Antioquia y con tres hijos, es el nuevo símbolo del café colombiano en el mundo

But, I'm going to start making some assumptions here.... Which means I might actually end up making an ass out of myself ..........Thu 04 17, 2008 11:34 am