When it comes to brand ambassadors, there are few more iconic than Juan Valdez.

This fictional coffee farmer has been the face of the Coffee Growers of Colombia for over 6 decades. And for nearly 40 of those years, Carlos Sanchez portrayed the iconic spokesperson.

The Colombian actor had actually been a coffee farmer in his youth, so he fit the role perfectly. With his wide brimmed hat and big smile, Juan Valdez became the center of a worldwide ad campaign that made the character nearly as popular as Colombian coffee itself.

Sanchez retired from the role in 2006, but Juan Valdez lives on both as a spokesperson and as a chain of coffee shops.

On National Coffee Day, celebrate your own favorite brand with a delicious cup of joe.

Today we also celebrate: National Woman’s Health and Fitness Day and National VFW Day.

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