While Colombia has been producing coffee for centuries, it became more widely known outside of Colombia, and especially in the United States, when the National Federation for Coffee Growers in Colombia launched an advertising campaign featuring Juan Valdez, a fictional character who represents a Colombian coffee grower. The campaign had the goal of differentiating 100% arabica Colombian coffee from coffee blended with beans from other regions, to showcase the superiority of Colombian coffee. The Juan Valdez campaign was wildly successful in spreading awareness about the prowess of Colombian coffee growers and marketing the coffee to American consumers. There were even multiple actors who were hired to play him in TV commercials and movies throughout the 1960s and 70s. He is usually depicted with his mule, Conchita, and his image is still printed on bags of Colombian coffee. When you see the Juan Valdez symbol, you can rest assured that you're getting the very best and purest Colombian coffee.