History
Juan Valdez was initially portrayed by José F. Duval in both print advertisements and on television until 1969. José Duval died in 1993 at the age of 72.
Juan Valdez had been embodied by Carlos Sánchez since 1969 and voiced by Norman Rose. In 2006, Sánchez announced his retirement, and Carlos Castañeda, a grower from the town of Andes, Antioquia, was selected by the National Federation of Coffee Growers of Colombia as the new face of Juan Valdez.
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“In history an additional result is commonly produced by human actions beyond that which they aim at and obtain—that which they immediately recognize and desire. They gratify their own interest; but something further is thereby accomplished, latent in the actions in question, though not present to their consciousness, and not included in their design.”
—Georg Wilhelm Friedrich Hegel (1770–1831)
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