An advertising and marketing icon is stepping down, though his image and influence will live on. Carlos Sanchez, the 71-year-old actor who has portrayed Juan Valdez, the living symbol of Columbian
coffee, is hanging up his poncho after 37 years on the job. "It's pretty nostalgic," said the famously mustachioed Sanchez, who observers say not only promoted coffee but also helped present a
positive side of Colombia to the world. The Valdez character, with his leather bag, straw hat and poncho, accompanied by his faithful mule Conchita, embodied rural Colombia while serving as the chief
symbol of Columbia's coffee federation. Ever the quintessential Colombian coffee farmer, he turned up at sporting events, and poured a coffee for Jim Carrey in the film "Bruce Almighty." The logo
showing Juan and Conchita first appeared in 1981 as part of efforts to advertise one of Colombia's main exports. "I feel like a flag, like a national anthem," Sanchez said at a news conference where
he discussed his memories of playing the iconic coffee grower since 1969, including meeting Bill Clinton and the Spanish royal family. Colombia's coffee federation has narrowed the choice to replace
Sanchez down from a field of 400, and will announce the new Juan Valdez in June.
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