The National Federation of Coffee Growers of Columbia have just picked a new hombre to portray its iconic spokesman, Juan Valdez, and hes a 39-year-old coffee farmer named Carlos Casteneda who is no relation to the hallucinogenic- using anthropologist and author popular in the 1960s and 70s.
Federation spokesman Juan Esteban Orduz says Casteneda was hand-picked from more than 406 potential Juan Valdezes to replace former Valdez Carlos Sanchez, who held the title since 1969.
He says it was a very intense process because Juan Valdez is such an icon that the chosen candidate had to pass many background checks and psychological exams.
Orduz says Casteneda stuck out pretty quickly since hes young, good-looking and steeped in coffee knowledge because his father was a cafetero, as was his grandfather and brothers.
Casteneda was officially crowned Juan Valdez in a ceremony in Bogota, Columbia, yesterday (June 29) and will start appearing in ads in the coming months.
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