Juan Valdez and Colombian coffee take center stage during the International Day of Coffee at Expo
The icon par excellence of Colombian coffee, Juan Valdez was one of the protagonists of the International Day of Coffee at Expo.
The Juan Valdez symbol, founded in 1959, was designed to faithfully represent the philosophy and commitment of the 563,000+ families in the Country that produce coffee and form part of the National Federation of Coffee Growers. It is the guarantee of a 100% Colombian product, the Country being the third top coffee producer in the world and the top producer of special coffee, that of the highest quality on the market.
In the morning, Valdez met the Sole Commissioner of Expo Giuseppe Sala, a diehard customer and consumer of Colombian coffee, offering him a cup of the Commissioner’s favorite variety of coffee: Sierra Nevada.
“I am a huge coffee fan. For me it’s something magical, and drinking it is a precious moment when I get to take a break from work, as well as a moment of sheer pleasure. I discovered Colombian coffee almost by chance after the first week of the Exposition and since then I have come to the café in the Pavilion once or sometimes even twice a day for a cup of Sierra Nevada, which has become my favorite kind of coffee” stated Sala.
Juan Valdez also brought gifts, in the form of a special selection of coffees, for the representatives of the Brazil, United Arab Emirates, France, Ireland and Italian Pavilions, before representing Colombia in the parade, which also featured the participation of the most important coffee-producing countries in the world.
The Countries that paraded from Palazzo Italia along the Decumano included representatives from Brazil, Costa Rica, Rwanda and nations of coffee consumers such as Italy, France and the United States, even if Juan Valdez, which is a best-seller in the tens of Countries in which it is sold, stood out as the most acclaimed and photographed participant.
At the end of the parade, each of the participating countries donated a kilo of coffee beans that would be used to create the “Expo blend” designed to unite all the different coffees in the world.
In addition to Juan Valdez, other celebrities also joined the parade, including American economist Jeffrey Sachs, entrepreneur Andrea Illy and renowned photographer Sebastião Salgado, who was responsible for his famous shots of the Colombian coffee crops in the Sierra Nevada areas of Santa Marta.
The café in the Colombia Pavilion has sold almost 100,000 cups of Huila and Sierra Nevada coffee to visitors to Expo, and has introduced the rich cultural and natural mega-diversity of the Country to approximately one and a half million people.
Juan Valdez will be at Expo until Saturday October 3, as ambassador of Colombian coffee and of the Colombian National Federation of Coffee Growers.
The Pavilion’s Partner, the National Federation of Coffee Growers, which Juan Valdez promotes, is one of the largest rural NGOs in the world. Since 1927 it has been promoting Colombian coffee, a product considered to be an example of excellence worldwide due to its high quality and sustainable development.