Juan Valdez was born in 1959 to Doyle Dane Berbach and an unknown mother. From early childhood Juan was surrounded by coffee at his father’s corporate office where he refused to follow in the family business, instead choosing to take up mule breeding in his early teens.

His early successes led to investment in a hat business and from the age of 19 he was never seen without his trademark headwear.

Coffee came to Juan Valdez later in his career as the logical next step after donkeys and hats. Since his first venture into coffee farming in the early 1970’s he has been the global image of Colombian coffee and with his darling animal, Conchita, is proud to unofficially host the up coming WBC in Bogota, as well as this blog.