
JUAN VALDEZ. "This is the tale of Juan Valdez / Stubborn man, as the story says / Lives way up on a mountaintop / Growing the finest coffee crop." In the early 1960's, about 25% of all coffee sold in America came from Colombia, but consumers didn't know it. So Colombian coffee-growers hired an ad agency to make Americans aware of their product. The agency hired New York singer Jose Duval and sent him to Colombia with a film crew. Clothed in traditional garb - a "mulera" (shawl), a straw sombrero, white pants and shirt - Jose was fimled picking coffee beans and leading a bean-laden burro down mountain trails. It was a huge success - people in New York greeted Duval with "Hi, Juan" wherever he went. Today, a stylized picture of Juan Valdez is part of the Colombian coffee logo.