Juan Valdez is a fictional character who has appeared in advertisements for the National Federation of Coffee Growers of Colombia since 1958, representing a Colombian coffee farmer. The advertisements were designed by the Doyle Dane Bernbach ad agency, with the goal of distinguishing 100%-Colombian coffee from coffee blended with beans from other countries. He typically appears with his donkey Conchita, carrying sacks of harvested coffee beans. He has become an icon for Colombia as well as coffee in general, and Juan Valdez's iconic appearance is frequently mimicked or parodied in television and other media.

The National Federation of Coffee Growers of Colombia,, abbreviated as Colombian Coffee Growers Federation or Fedecafé, is a non-profit business organization, popularly known for its "Juan Valdez" marketing campaign. The Federation was founded in 1927 as a business association that promotes production and exportation of Colombian coffee. It currently represents over 540,000 producers, most of whom are small family owned farms.